As there is a large search demand from potential customers for brands and products that the business sells we focused on Paid Media & Google Ads. This enabled us to show the products that the store has to customers when they were searching for a particular product. We used a custom strategy bid higher for branded search terms that were likely to convert and lower for broad search terms that we felt had less intent. We also worked closely with the team to make sure the products that we were focusing on were price competitive in the market as we know the customers are very price sensetitive.