E-commerce
October 1, 2026
Are you wondering how paid search propelled Kuru Footwear to success? The answer lies in a single strategy: refocusing campaigns on bottom-of-funnel keywords related to customer pain points and activities, while separating brand and non-brand channels. This approach allowed the company to remain profitable and grow rapidly, even in the face of fierce competition.
The trap for many merchants is scattering their budgets on keywords that are too broad. Kuru Footwear chose the opposite: precise micro-funnels aligned with the immediate needs of buyers. So, how did paid search propel Kuru Footwear to success? On the agenda:
Why focus on the bottom of the funnel for your ads?
How to structure your campaigns between brand and non-brand?
Which keywords to choose to attract buyers ready to convert?
How to measure the return on investment of your paid search ads?
What strategy to adopt to remain profitable during periods of growth?
Let's get started.
Summary
Why focus on the bottom of the funnel for your ads?
Kuru Footwear, a direct-to-consumer footwear manufacturer, had an exceptional year in 2021. Its president, Sean McGinnis, attributes this success to a paid search strategy focused on the bottom of the funnel. Instead of targeting generic queries, the company chose to address specific needs: relieving plantar fasciitis or providing comfort for physically demanding jobs.
This approach attracts customers who are already in the decision-making phase. They are looking for a solution, not just information. By aligning your ads with these intentions, you increase your chances of conversion. For your store, this means identifying the problems your products solve and creating campaigns that address them directly.
For example, if you sell safety shoes, target keywords like "safety shoes for nurses" rather than "comfortable shoes." This precision reduces ad waste and improves your quality score. Additionally, landing pages must exactly reflect the message of the ad to provide a consistent and reassuring experience. By focusing on the bottom of the funnel, you maximize the impact of every dollar spent, as you reach high-intent prospects who are ready to take action.
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How should you structure your brand versus non-brand campaigns?
Kuru Footwear divides its paid search into two distinct channels: brand keywords and non-brand keywords. This separation is crucial for measuring the effectiveness of each investment. Brand keywords capture users who are already searching for your company, while non-brand keywords attract new prospects.
At Kuru, about 50% of revenue comes from each channel, but non-brand requires ten times more spend. This structure helps balance profitability and growth. For your e-commerce, separate your campaigns to clearly analyze what works and adjust your budgets accordingly.
In practice, create separate campaigns for your brand terms and your generic terms. Use different bids and budgets, as brand keywords are typically cheaper and more profitable. Track the performance of each channel separately to avoid masking inefficiencies. For example, if your non-brand campaign has a low ROAS, you can optimize it without affecting your brand sales. This clarity allows you to make informed decisions and allocate your resources strategically, depending on your growth and profitability goals.
Which keywords should you choose to attract buyers who are ready to convert?
Kuru Footwear targets three categories of keywords: types of foot pain, specific activities like hiking, and work-related needs. This segmentation creates micro-funnels on the site, guiding each visitor to a page tailored to their intent. For example, a nurse looking for comfortable shoes will see a specific offer.
For your store, think of situations where your products are indispensable. Create ads for each context and link them to dedicated landing pages. This method improves the relevance of your ads and increases the conversion rate, because the message exactly matches the user's search.
To identify these keywords, use tools like Google Keyword Planner or SEMrush, and analyze the queries that are already generating conversions. Interview your customers to understand their language and motivations. Then, structure your campaigns by theme, with specific ads and pages for each segment. For example, if you sell hiking shoes, create one campaign for "women's hiking shoes" and another for "men's hiking shoes." This granularity allows you to personalize your messages and improve relevance, which translates into a better click-through rate and a lower cost per acquisition.
Why restructure your advertising campaigns regularly?
Upon his arrival at Kuru, Sean McGinnis let go of the external agency and hired a paid search expert. In five months, she completely rebuilt the advertising account. This complete restructuring made it possible to start fresh and eliminate inefficient spending. McGinnis recommends doing this operation about every two years.
Advertising platforms are constantly changing, as is consumer behavior. A periodic overhaul of your campaigns helps you stay competitive. For your e-commerce, do not hesitate to review your ad structure, keyword groups, and bids to maximize your performance.
When restructuring, start by auditing your existing campaigns: identify high-potential keywords, remove those that waste your budget, and group coherent themes. Test new structures, such as campaigns by product or by audience, and use ad extensions to improve visibility. Finally, monitor performance after the redesign to make quick adjustments. Regular restructuring allows you to adapt to algorithm changes and new trends, ensuring your campaigns remain effective and profitable in the long term.
How to measure the return on investment of your paid advertising?
Kuru Footwear uses metrics like the marketing efficiency ratio (MER) and return on ad spend (ROAS). The company looks at these numbers holistically, combining brand and non-brand channels. This big-picture view allows them to tolerate certain inefficiencies to achieve overall growth.
For your store, define clear goals for your campaigns. If you are aiming for growth, accept that some keywords may be less profitable in the short term. If you are seeking efficiency, require every dollar spent to be profitable. The important thing is to choose a strategy consistent with your business goals.
To measure effectively, set up precise conversion tracking using tools like Google Analytics and the tracking pixel of your advertising platforms. Calculate your ROAS by dividing generated revenue by ad spend, and track it over different time periods to identify trends. MER, on the other hand, measures your overall marketing efficiency by dividing total revenue by total marketing spend. By combining these metrics, you get a complete view of your campaign performance. Do not forget to consider customer lifetime value (LTV) to evaluate long-term profitability, and adjust your bids and budgets accordingly.
What is the difference between a growth orientation and an efficiency orientation?
Sean McGinnis distinguishes between two philosophies: the efficiency orientation, where every sale must be profitable, and the growth orientation, where losses on certain channels are accepted to gain market share. Kuru Footwear chooses the second approach, looking at overall ROAS rather than per-keyword.
This strategy allows for investment in competitive keywords, even if the immediate return is low, because they contribute to brand awareness and future sales. For your e-commerce, think about your priority: immediate profitability or rapid expansion. Your choice will directly influence the management of your advertising campaigns.
To implement a growth orientation, set goals for market share and brand awareness, and accept a lower ROAS on certain channels. For example, you can invest in competitor brand keywords to capture customers searching for your competitors, or in display campaigns to reach a wider audience. On the other hand, if you prioritize efficiency, focus on high-purchase-intent keywords and optimize your bids to maximize ROAS. The important thing is to clearly communicate your strategy to your team and track the metrics that match your goals, in order to make informed decisions and adjust your actions accordingly.
How to use post-purchase surveys to improve your attribution?
Beardbrand, another company, uses a post-purchase survey to ask customers how they discovered the brand. This simple method allows them to attribute sales to the right marketing channels. Kuru Footwear has a similar system, but has not yet integrated it into their analytical data.
For your store, this type of survey is a powerful tool. It gives you a direct view of the effectiveness of your campaigns, without relying solely on cookies or complex attribution models. Ask your customers a simple question after their purchase and use those answers to adjust your advertising spend.
To set up this survey, use apps like Post-Purchase Surveys or create a simple form in your confirmation email. Ask questions such as "How did you hear about us?" with options like "Google Search," "Social Media Ad," "Friend Referral," etc. Analyze the responses to identify the channels that generate the most sales and adjust your budgets accordingly. This method allows you to better understand the customer journey and optimize your attribution, even without advanced tools. By combining this data with your analytics, you can make more precise decisions and continuously improve your campaigns.
Why consider affiliate marketing to supplement your sales?
Kuru Footwear plans to develop its affiliate network through a specialized agency. The goal is to reach new audiences through partners who recommend the products. The company is even ready to offer free products to publishers to establish its credibility.
Affiliate marketing is an effective complement to paid search. It allows you to diversify your traffic sources and benefit from the trust of your affiliates. For your e-commerce, identify influencers or specialized sites in your niche and offer them a mutually beneficial partnership.
To get started, define your affiliate program: set commissions, create tracking links, and provide marketing materials to your affiliates. Look for partners who share your audience and have a good reputation. Offer them exclusive benefits, like promo codes or free products, to motivate them. Track the performance of each affiliate and optimize your program based on the results. Affiliate marketing can generate quality traffic and recurring sales, while strengthening your brand's credibility. By combining this strategy with paid search, you create a diverse and resilient marketing ecosystem.
Which growth channels to explore after paid search?
Beyond paid search, Kuru Footwear is considering other growth channels. The company is considering television advertising, radio, and billboards to increase its brand awareness. The goal is to become a household name, not just for online shoppers.
For your store, do not limit yourself to a single channel. Explore opportunities that match your audience. Social platforms, email marketing, and partnerships can effectively complement your paid search campaigns. The key is to test, measure, and iterate to find what works.
For example, use social media to build a community around your brand and share engaging content. Email marketing allows you to retain customers and inform them of new updates. Partnerships with other brands or influencers can expand your reach. Test different channels with small budgets to evaluate their effectiveness, then invest more in those that generate the best return. Do not forget to measure the impact of each channel on your sales and brand awareness, and adjust your strategy accordingly. A multi-channel approach allows you to reach your customers at different touchpoints and strengthen your market presence.
How to apply Kuru Footwear's strategy to your online store?
Kuru Footwear's strategy is based on simple principles: focus on the bottom of the funnel, structure your campaigns, and measure results globally. For your store, start by identifying the problems your products solve. Then, create targeted campaigns for each specific need.
Do not be afraid to restructure your advertising accounts if performance stagnates. Use surveys to understand your customers and adjust your messaging. Finally, maintain a balance between growth and profitability, depending on your goals. These principles will help you maximize the impact of your paid search.
To apply these principles, start by auditing your site and current campaigns. Identify the landing pages that convert best and those that need improvement. Create personas for your target customers and tailor your messaging accordingly. Test different campaign structures, such as campaigns by product or by audience, and use A/B testing to optimize your ads. Track your key metrics, such as ROAS and conversion rate, and adjust your strategies based on data. Finally, remember to stay flexible and adapt to market changes. By applying these principles, you can significantly improve the performance of your paid search and achieve your growth goals.
How does Qstomy help optimize your paid search campaigns?
Qstomy, the Shopify AI agent, can complement your paid search efforts by optimizing your site's conversion. Thanks to its personalized recommendations, it guides each visitor to the most relevant products, thereby increasing the value of each paid click. It also facilitates cart management and order tracking, reducing post-purchase friction.
By improving the user experience, Qstomy helps turn your paid visitors into loyal customers. It can also suggest up-sells or cross-sells, increasing the average cart value. For Shopify merchants, integrating Qstomy into your paid search strategy is an effective way to improve your return on investment.
Concretely, Qstomy analyzes the behavior of each visitor and offers real-time recommendations based on their preferences and browsing history. This increases the likelihood of conversion and improves customer satisfaction. Additionally, Qstomy can automate certain tasks, such as sending abandoned cart reminders, which recovers lost sales. By integrating Qstomy into your paid search campaigns, you maximize the value of each click because you provide a personalized experience that encourages purchase. For Shopify merchants, it is a powerful tool to improve the overall performance of your store and increase your revenue.
What is the checklist before launching your paid search campaigns?
Before launching your campaigns, verify that your site is ready to convert. Make sure your landing pages are fast, clear, and aligned with your ads. Prepare specific offers for each keyword segment. Finally, set your ROAS and growth goals.
In brief
Paid search can propel your e-commerce if it is well structured. Focus on the bottom of the funnel, separate your brand and non-brand campaigns, and measure your results globally. Take inspiration from Kuru Footwear to remain profitable and grow sustainably.
FAQ
What is the minimum budget to start? Start small and increase gradually based on your results.
Do you need an agency or an in-house expert? Both can work, the important thing is to have a competent person.
How do I know if my ads are effective? Track your ROAS and use post-purchase surveys to refine your attribution.
To go further: How to drive traffic to an online store (SEO, ads, social media)? - Qstomy, Paid Advertising Guide: Google Ads, Meta, and other channels - Qstomy, Does retail include online sales? - Qstomy, E-commerce Searchandising: optimizing internal search with customer words - Qstomy, Google Analytics for marketing: ads, traffic, and performance (GA4) - Qstomy, How to build an e-commerce Facebook Ads strategy? - Qstomy, Shopify Guide: building and growing a high-performing online store - Qstomy.
Enzo
October 1, 2026
