The Spa Dr — Hair Trend · Brand IS · Keyword Gap

Combined analysis · 2026-05-14 · Account 966-279-5380 · GSC sc-domain:thespadr.com

1 · Hair Category Trend (Search Console, YTD)

2026-01-01 → 2026-05-11 · 219 unique hair-cluster queries · sc-domain:thespadr.com

Weekly hair impressions trend (all hair-cluster queries)

Weekly hair impressions — "serum" queries only

Avg position trend (hair cluster)

Lower position number = better rank. Position softening from ~3 to ~9 between Mar and early May means TSD's organic listings are slipping on hair queries even as demand grows.

Top Hair Queries YTD

Interpretation

• Demand is increasing — likely Meta/upper-funnel + Mother's Day creating awareness. Branded hair-serum cluster (positions 2–5) is doing the catching. This validates the YouTube reactivation thesis: demand exists; we just need to capture it.
• Position softening on serum — TSD's avg position for "hair serum" cluster dropped from ~3 to ~10. Possible causes: (1) PDP vs LP2 split traffic (per W19 note: LP2 not serving), (2) competitor entry (review-site pages ranking above), (3) Google's spring algorithm re-ranking.
• Most traffic is BRAND-intent — top 7 hair queries are all "the spa dr hair serum" variants. Generic hair queries are larger by impression count but mostly non-purchase intent (mask, shampoo).
• Action items: (a) Defend brand hair searches with stronger paid coverage (see Section 2 — bid increases on hair-serum brand keywords with rank loss). (b) Fix LP2 routing (per W19) so Hair Serum LP gets organic share back. (c) Add hair-specific paid coverage on generic queries with purchase intent — see Section 3.

2 · Brand Impression Share Optimization

Manual CPC brand campaigns · 6-week trend + MTD keyword diagnosis · target: Search IS 90–95%

Campaign Inventory

This analysis focuses on the Manual CPC active brand campaigns — those are the ones where bid changes meaningfully affect IS. SR_US_BR_SpaDr_Reviews_Troas uses Maximize Conversion Value, so IS is controlled by the algorithm, not bids.

6-Week IS Trend (per Manual CPC campaign)

SR_US_BR_SpaDr_CPC_Core

SR_US_BR_SpaDr_Modifiers

SR_US_BR_SpaDr_Products

SR_US_BR_SpaDr_Reviews_Script

Bid Increase Recommendations (MTD diagnosis)

Period: MTD 2026-05-01 → 2026-05-13. Only keywords with ≥20 impressions and IS < 93% are shown. Bid recommendations follow the brand-IS-optimizer playbook: max 2× bid for 0-conversion keywords, CPA guardrail = $13.0.

Priority Implementation Order (top 8)

1. dr spa [EXACT] — raise $1.71 → $1.97 (SR_US_BR_SpaDr_CPC_Core, 329 imp MTD, IS 93.5%, rank-lost 7%)
2. drspa [EXACT] — raise $1.38 → $1.79 (SR_US_BR_SpaDr_CPC_Core, 91 imp MTD, IS 76.5%, rank-lost 24%)
3. the spa dr hair serum [EXACT] — raise $0.56 → $0.73 (SR_US_BR_SpaDr_Products, 54 imp MTD, IS 76.7%, rank-lost 23%)
4. spa doctor lift and tight serum [EXACT] — raise $0.58 → $0.81 (SR_US_BR_SpaDr_Products, 34 imp MTD, IS 68.3%, rank-lost 32%)
5. spadr [EXACT] — raise $1.98 → $2.28 (SR_US_BR_SpaDr_CPC_Core, 117 imp MTD, IS 91.3%, rank-lost 9%)
6. the spa doctor serum [EXACT] — raise $0.47 → $0.66 (SR_US_BR_SpaDr_Products, 41 imp MTD, IS 75.6%, rank-lost 24%)
7. the spa dr serum [EXACT] — raise $0.24 → $0.31 (SR_US_BR_SpaDr_Products, 28 imp MTD, IS 70.4%, rank-lost 30%)
8. spa dr age defying serum [EXACT] — raise $0.60 → $0.65 (SR_US_BR_SpaDr_Products, 29 imp MTD, IS 75.0%, rank-lost 25%)

3-Week Forecast (across adjusted keywords)

Directional estimate. Auction dynamics shift week-to-week. Realistic CPC rise is usually less than the bid increase because CPC is set by the second-price auction. Full effect takes 1–2 weeks to stabilize.

Keywords Performing Well (no action)

Top healthy brand keywords (IS ≥ 93%, ≥50 imp MTD):

3 · Keyword Gap — GSC vs Active Paid Keywords

YTD GSC queries (≥10 impressions) not covered by any active ENABLED keyword in Brand or NB Search campaigns. 232 active positive keywords cross-checked against 6,494 GSC queries.

Brand-intent Queries Not Covered (add to Brand campaigns)

Queries with brand tokens ("spa dr", "dr. spa", "spadoctor", reversed spellings, misspellings) that no current ENABLED keyword catches. These should be added to SR_US_BR_SpaDr_CPC_Core or SR_US_BR_SpaDr_Modifiers as Exact + Phrase.

Hair Serum Gaps — High Priority for Hair Product Growth

Queries containing both "hair" and "serum" that are not covered. Several have brand-modifier intent ("spa nourishing hair serum", "spa luxury hair serum") — these are mis-spelt or partial-brand searches that should be defended.

Other Hair Gaps — Generic Hair Queries

Generic hair queries with no current paid coverage. Lower intent overall (most have 0 clicks) but worth a small NB Hair ad group test if a Hair Serum landing page expansion is planned.

Top Non-Hair NB Gaps (informational — most are low intent)

Most non-hair gaps are organic-content queries ("amber skin", "natural beauty tips", "essential oils for skin") that don't convert in paid. Listed top 15 for review but recommending most are not worth adding as paid keywords. The exception is the brand-leak query "dr. spa" already covered above.

Recommended Box / Match-Type Variations

For the brand-intent gaps and hair-serum gaps, we recommend adding both Exact and Phrase match. Phrase catches the long tail (e.g. "the spa dr hair serum + reviews" variations); Exact gives clean attribution. Avoid Broad — brand campaigns historically over-spend on Broad when paired with Smart Bidding.

• "dr. spa" → Add Exact + Phrase to SR_US_BR_SpaDr_CPC_Core. 419 imp / 30 clicks YTD currently going to organic.
• "dr spa hair serum" → Add Exact + Phrase to SR_US_BR_SpaDr_Products (hair-serum specific ad group).
• "nourishing hair mask" / "spa hair mask" → Phrase only, in a new NB Hair ad group (only if a Hair Mask product LP exists; otherwise pass).
• "spa luxury hair serum" / "spa nourishing hair serum" → Likely brand-confused or competitor product searches. Add as Phrase to NB to capture intent; review LP fit.
• "spadoctor.com" / "the spadr com" / "thespadoctor" → Add Exact to SR_US_BR_SpaDr_CPC_Core. URL-style misspellings should always be covered.