Chopard, the iconic luxury watch and jewellery brand, sought a more cost-efficient approach to its search engine advertising (SEA) strategy in one of its core markets. With strong organic visibility already in place, the brand partnered with Cosmo5 Group company SnapFeat. to fine-tune its media budget on brand keywords, ensuring paid investment was only used when strictly necessary.
The Challenge
In competitive luxury markets, brands often invest heavily to secure top placement for branded search terms, which can lead to redundant spend when organic visibility is already high. Chopard needed a solution to intelligently control branded search bidding without compromising performance, particularly in a significant and mature market like Germany.
Our Approach
We implemented SmartBrand, an intelligent branded search budget control tool designed to assess when paid visibility is necessary and when SEO alone is sufficient. We conducted a two-week controlled test in the German market, leveraging SmartBrand to optimize Chopard’s SEA strategy. The key components included:
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Automated Suppression: Suppressed paid brand ads when SEO coverage was sufficient, reducing unnecessary spend.
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Real-time Monitoring: Continuously tracked keyword performance and competitor activity to re-enable ads only when needed.
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Performance Validation: Monitored traffic and revenue in real-time to ensure stability and effectiveness.
This approach ensured a balance between cost efficiency and sustained brand visibility.
The Impact
The SmartBrand implementation delivered immediate and impactful results. Within two weeks, Chopard significantly reduced branded search ad spend while maintaining stable traffic and revenue through SEO. Brand visibility remained fully intact, demonstrating that performance and efficiency can coexist in a competitive luxury market.
-91%
reduction in branded search ad spend
