When a shopper lands on Liquid Diamond, it converts better than the category on every one of its core terms. The catch is how few shoppers ever get that far, because on the searches that matter it appears on only a sliver of the results.
On the terms that drive the brand, shoppers who click Liquid Diamond buy it more often than they buy the average product for the same search. Every figure here is pulled straight from the account.
Across the quarter, Liquid Diamond takes 1.1% of clicks while appearing in under 1% of impressions. It earns more clicks than its visibility should allow, and the only thing capping it is how rarely it shows up.
Search-driven purchases across the last four quarters. Q4 alone is 53% of the year and runs at more than twice the pace of any other quarter. To be set up and advertising ahead of it, the window is now.
Liquid Diamond's single biggest search-driven line is "prosecco gifts for women", 394 units in Q4 alone, followed by "prosecco gift set" and "prosecco gift box". It's exactly where a boxed, premium prosecco should win, and it does. The scale it's winning from is the point:
Around 295,000 searches in Q4 that name prosecco and a gift, roughly 13,000 turned into a purchase, and Liquid Diamond took 622 of them, under 5%. This is squarely its market, every one of those searches asks for exactly what it sells, and it catches about one sale in twenty. The demand is real and it converts. The brand is simply not in front of enough of it.
Gifting is where a boxed, premium prosecco wins most efficiently, so it's where the money works hardest. But it isn't the ceiling. On the head term "prosecco" itself, 467,000 searches in Q4, Liquid Diamond still converts above the market, 10% of clicks against the category's 8%, and it does the same on pink and rosé prosecco. The wider prosecco market is larger than the gift market, and Liquid Diamond out-converts it wherever it turns up.
Gifting leads on margin. In the gift lane a £20 premium bottle competes on quality, well clear of the £9 value packs, so every pound of ad spend goes further. Prosecco more broadly is the natural expansion once gifting is winning, built on the terms where the brand already proves it converts and steering clear of the value and own-brand searches where it doesn't.