We rescued pass-through from 33% and lifted positions
Early on, reviews kept getting stuck in moderation — pass-through dropped to 33% and the plan was at risk. We rebuilt the review mix around text-with-photo, pass-through recovered and positions grew.
Review pass-through fell to 33%
The media plan covered 250 buyouts and the buyouts were running to plan. But review pass-through dropped to 33% — two out of three reviews were rejected in moderation, putting the review-base target at risk.
It was the review format, not the volume
We broke down which reviews were being rejected. The fix — shift the mix towards text reviews with photos and rewrite part of the review drafts to match moderation requirements.
Volume does not solve this — format does. Text reviews with photos clear moderation far more reliably: rebuild the mix and pass-through recovers.
Rejection analysis
We identified which reviews were failing moderation, and why.
Text-plus-photo focus
We shifted the mix towards text reviews with photos.
Rewrites
We reworked part of the review drafts to meet moderation requirements.
We rebuilt the reviews and pulled the plan back on track
Once the review mix was rebuilt, pass-through recovered, the review base was topped up and positions on the target query grew. Buyouts closed at 247 of 250.
The review plan was saved and positions climbed
Orders by day
Every order the listing took over the period. The blue area is organic orders, the pink one is orders placed as part of the promotion.
Search positions
Average position of the products across the promoted keywords. The lower the line, the higher the product sits in search.
Keyword growth
Search position for every promoted keyword at the start and at the end of the project.
| Keyword | Start | Finish | Gain |
|---|---|---|---|
| hair serum | 82 | TOP-2 | ↑ 80 |
| hair growth serum | 112 | TOP-3 | ↑ 109 |
| serum for split ends | 142 | TOP-4 | ↑ 138 |
| leave-in hair serum | 172 | TOP-5 | ↑ 167 |
| hair oil serum | 203 | TOP-7 | ↑ 196 |
| serum for hair ends | 234 | TOP-9 | ↑ 225 |
| hair shine serum | 266 | 12 | ↑ 254 |
| serum for damaged hair | 298 | 15 | ↑ 283 |
| moisturizing hair serum | 120 | 18 | ↑ 102 |
| repairing hair serum | 153 | 22 | ↑ 131 |
| hair serum with keratin | 187 | 27 | ↑ 160 |
| hair smoothing serum | 222 | 33 | ↑ 189 |
| anti-hair-loss serum | 258 | 40 | ↑ 218 |
| professional hair serum | 294 | 47 | ↑ 247 |
Results by product
Plan and timeline
Key project dates and delivered volumes against the agreed media plan.