// case study 03 · AdTech / retail media (B2B) · US / global
Small traffic. Premium intent. A category owned from zero.
RMIQ ranks for high-CPC B2B retail-media terms most competitors ignore. The story here is not click volume — it is reach and intent: ~285k Google impressions a month at peak across a category that barely existed, an emerging brand entity, and category authority built from nothing with a glossary and a programmatic network directory.
~285k
/mo impressions (GSC peak)
~$681
/mo peak traffic value
#4.2
"kohls media network"
New
Category, built from 0
// the curve — monthly organic traffic
// the brief
A B2B retail-media intelligence brand in a category that barely existed in search. The job: build topical authority and an entity ("retail media iq") from zero, and capture high-intent buyer queries that carry real commercial value despite low volume.
// the play
- [→]Glossary engine — definitional capture of adtech / retail-media terms.
- [→]Programmatic /networks/ directory — a page per retailer RMN (US + APAC).
- [→]Authority + entity building so the brand becomes the category reference.
// proof — live ranking wins (google search console, trailing 12mo)
| Query | Position | CTR | Clicks |
|---|---|---|---|
| ad network definition | 17.5 | 7.2% | 107 |
| kohls media network | 4.2 | 7.4% | 28 |
| costco retail media network | 8.1 | 1.3% | 17 |
| chemist warehouse retail media | 4.3 | 19.1% | 17 |
// what the data actually says
~285k
impressions/mo at peak, ~1.46M in the trailing year — the brand now surfaces across the whole category. That visibility converts to ~390 high-CPC clicks/mo worth ~$681 in traffic value. Reach and intent, not raw volume.
/networks/
A programmatic page per retailer media network captures brand+modifier intent ("kohls media network") that broad competitors never build for.
entity
An emerging "retail media iq" entity is forming — 148 URLs ranking for brand terms. Category authority compounds into an owned name.
// takeaways you can steal
- 01 In a new category, reach, value and intent beat raw volume — measure impressions and traffic value, not just clicks.
- 02 A glossary is a cheap authority engine: definitional pages earn trust and internal-linking power.
- 03 Programmatic directory pages capture brand+modifier intent that broad competitors ignore.
// is this play right for you?
works if
- You sell into a niche where each visitor is worth a lot.
- Your category has emerging, under-served definitional and entity demand.
- You can build a directory or glossary from data you already hold.
skip it if
- You need large raw traffic numbers to satisfy stakeholders.
- Your category is already saturated with authoritative reference content.
- You have no structured entities (retailers, terms, products) to template.