By using a list of keywords tagged by brand, they were able to better measure how each channel was influencing the SERP for each of their key product lines, and all in one place.
This uncovered insights such as how images dominated results across some furniture types whereas others had more of a focus on the Google shopping feature.
This demonstrated that a one size fits all strategy wouldn’t work and instead, they needed to apply these learnings at a product category level.
By using the insights from SERPsketch, they pulled back on paid media in places where organic or images were dominating more of the SERP space, and scaled up spend in areas where competitors were bidding aggressively.