Case Study
E-commerce: Non-Brand Revenue Growth
E-commerce & DTC · United Arab Emirates & Saudi Arabia
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Headline results
The Problem
Where they started
A regional e-commerce brand was heavily dependent on branded search and paid social. Non-brand organic revenue was negligible, and Performance Max was cannibalising branded traffic while reporting inflated returns.
The Strategy
What we changed
We separated brand from non-brand at both the campaign and reporting layer, rebuilt category-level SEO in Arabic and English, and restructured PMax so incremental performance could actually be measured.
Execution
What we actually shipped
- Bilingual category and collection architecture with correct hreflang
- Product feed rebuild covering titles, attributes and custom labels by margin
- PMax restructured into margin tiers with brand exclusions applied
- Faceted navigation controlled to remove index bloat
- Server-side tracking with value-based bidding on contribution margin
The Result
Where it landed
Non-brand became the majority of organic revenue, and paid budget was reallocated to genuinely incremental campaigns.
Facing something similar?
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