Welcome to our blog series called, “Why Brands Work With Pattern.” Each week we discuss why the top brands in ecommerce turn to Pattern to drive global, profitable growth and control. This week we are highlighting Klean. Klean, with Pattern's team of ecommerce advertising experts, ranked #1 on key search terms like ’Athlete multivitamin’ and ‘multivitamin for athlete.’ See what we accomplished together below and download the case study PDF here.

Klean’s advertising strategy?

In order to get a higher page ranking on their products, Klean and Pattern started:

1. Pushing ad spend to targeted keywords and their long tail version
2. Using all match types
3. Targeting ads to the products that aren’t top performers

Sometimes you have to break the rules to win

This strategy broke a lot of common advertising rules. Pattern and Klean knowingly broke the following rules and used an out of the box strategy in order to win:

1. Using RoAS as an indicator of success
2. Bidding on mostly exact terms due to their cheaper CPC
3. Putting most of the advertising spend on top products

What happened next?

Pattern and Klean increased the advertising budget by 3x to rank higher and have maintained that to keep placement on keywords we are already ranked #1 on, and continue to increase rank on other keywords. After doing this, it was unrealistic to think that a smaller brand like Klean was going to achieve 3x RoAS on non-branded terms, so Pattern and Klean decided to measure their success using other metrics.

The results

After following through with this strategy, Klean now ranks #1 on a number of keywords. Klean and Pattern knew they wanted as many of the products to have a time to shine, not just our top sellers and now 9 of Klean’s products rank in the top 5. Because of this strategy, Klean saw an average sales increase of 97% year over year. Additionally, 31% of these sales come from advertising.

One team—Klean and Pattern

Working together in an aligned fashion with Klean’s team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win. Download Klean’s one page case study here. If you are facing similar ecommerce challenges, Pattern can help. Our global platform and services don’t cost you anything—that’s right, $0 out of your pocket. Schedule a demonstration of the Pattern platform and services here to learn more.