2026 Paid Search Initiative: Ideation, Strategy & Proposal

Pre-Launch Project | Paid Search | A/B Testing | Keyword & Budget Forecasting | Cross-Channel Collaboration | Automation & Bidding | 

Client: Pet Brand
Budget: $XM for FY
Planned Launch: 2H

Led the strategic development and client pitch for a cross-channel Paid Search launch initiative supporting a new product under the brand portfolio. Designed to run alongside an Outdoor app takeover, the strategy leverages automation and audience intelligence to engage high-affinity searchers, strengthen launch visibility, and create a scalable framework for future portfolio rollouts.

Accelerating Market Entry with a High-Impact
Paid Search Initiative

Context

The brand was preparing to introduce a new product within a highly competitive category, where maintaining visibility and protecting share of voice would be critical at launch. The Paid Search approach was built to capture branded demand, drive awareness, and position the brand competitively in the auction against well-established market leaders.

Objectives

  • Establish a strong Paid Search foundation to support launch and brand awareness.

  • Capture and convert high-intent branded and category search queries.

  • Reinforce visibility and engagement through cohesive cross-channel messaging.

  • Build a scalable, compliant Paid Search framework to guide future launches across the portfolio.

Key Considerations:

  • Launch timing and regulatory approvals required early planning and close cross-functional coordination.

  • Multiple products under one brand name necessitated a portfolio-based Paid Search approach to balance visibility, messaging, and performance.

  • Rising competition from direct and eCommerce players called for enhanced brand defense tactics and refined automation strategies.

  • Since users cannot purchase on-site, the campaign focused on intent-building and engagement metrics as leading indicators of KPI demand.

Strategy

Developed a forward-looking Paid Search strategy designed to build awareness, capture demand, and strengthen consideration across the launch period.

Key Strategic Elements

  • Automation & Smart Bidding: Recommended smart bidding to dynamically optimize for conversion signals, seasonal shifts, and competitive fluctuations.

  • Audience Targeting: Prioritized high-value audience segments through intent modeling, first-party data, and affinity signal layering.

  • Cross-Functional Collaboration: Partnered with Digital, Brand, and Analytics teams to align KPIs, creative direction, and attribution models.

  • Scalability & Compliance: Structured the campaign for repeatable application across future launches while maintaining flexibility within regulatory constraints.

Execution Summary

To bring the strategy to life, a cross-channel Paid Search framework was developed that united automation, data-driven audience insights, and collaboration across internal teams. Partnering with Brand, Digital, and Analytics teams, campaign structures were designed to align with the brand’s launch objectives—ensuring search messaging, bidding models, and audience targeting reflected the creative narrative of the outdoor app takeover.

Key execution highlights included:

  • Campaign Architecture: Developed a tiered structure to segment branded, competitive, and category queries, ensuring precise control of spend and visibility across audiences.

  • Automation & Bidding: Implemented smart bidding strategies optimized for qualified engagement and projected Cost/KPI efficiency.

  • Audience Segmentation: Activated high-intent segments through first-party data, intent modeling, and predictive audience signals.

  • Ad Creative & Messaging: Collaborated with Regulatory and Brand teams to produce compliant, conversion-focused ad copy aligned with launch messaging.

  • Testing Framework: Outlined pre-launch A/B testing protocols to evaluate message resonance and audience responsiveness ahead of full rollout.

  • Measurement Integration: Partnered with Analytics to connect campaign data with cross-channel attribution dashboards, establishing a clear link between Paid Search engagement and business consideration metrics.

Measurement Framework & Projected Impact

Developed a comprehensive pre-launch measurement plan to define success, align attribution, and forecast impact across channels.

  • Defined primary KPIs including CTR, engagement rate, and qualified site interactions as proxies for Rx intent.

  • Partnered with Analytics to model KPI lift and cost efficiency benchmarks based on portfolio trends.

  • Integrated cross-channel attribution to link Paid Search engagement with upper-funnel awareness from the outdoor app takeover.

    Projected performance:

    • 50% Increase Annual Clicks

    • 25% Increase in Annual Impressions

    • Anticipated YoY decrease in Cost/KPI through automation and refined bidding strategies