Apparel · Retail服饰 · 零售 · 2026
NORTHBOUND
Took an outdoor-apparel brand into paid search and Performance Max profitably, cutting blended CAC 34% in two quarters.帮一个户外服饰品牌有利润地切入搜索与 Performance Max，两个季度内把综合获客成本砍掉 34%。
The challenge挑战
Northbound was over-reliant on a single prospecting channel and bleeding margin on branded search it was already winning organically.Northbound 过度依赖单一拉新渠道，且在本就有自然排名的品牌词上白白烧钱、侵蚀利润。
What we did我们做了什么
- 01
Restructured Shopping and PMax with profit-based bidding tied to product margin, not blanket ROAS.以产品毛利、而非一刀切 ROAS 为目标，重构购物广告与 PMax 的出价。
- 02
Built an incrementality test on branded search that proved 60% of those conversions were already free.对品牌词做增量实验，证明其中 60% 的转化本来就是免费的。
- 03
Reallocated freed budget into high-intent non-brand queries competitors had ignored.把省下的预算重新投向竞品忽略的高意图非品牌词。