L'Oréal Paris wanted to improve its sales and revenue during Prime Day compared to the previous year, while maintaining a healthy return on investment (ROI). To prepare for Prime Day, the L'Oréal Paris working with the Havas team analyzed search term data with the Search Terms Analysis tool from Skai™ to identify keywords that were spending but not converting. This strategy helped them to focus on the keywords that would likely convert and bring in incremental revenue.