Sustainable Fitness Apparel vs Nike/Lululemon

=== KEYWORD CLUSTERING ANALYSIS ===
Total Keywords: 200
Structure: 4 campaigns, 16 ad groups
Setup Time: 16-18 hours
Budget Strategy: Restrictive match types prioritized

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CAMPAIGN 1: Core Sustainable Activewear
Intent: Direct product search - High commercial
Keywords: 68 | Budget: 45%
Priority: Week 1

Ad Group 1.1: Sustainable Activewear Core (15 keywords)
├─ sustainable activewear
├─ eco friendly activewear
├─ sustainable fitness clothing
├─ ethical activewear
├─ eco fitness apparel
├─ sustainable workout clothes
├─ green activewear
├─ conscious activewear brands
├─ sustainable athletic wear
├─ organic activewear
├─ eco workout clothing
├─ sustainable sportswear
├─ ethical fitness apparel
├─ eco conscious activewear
└─ sustainable gym clothes

Match: Exact only (budget-constrained)
Competition: High (Nike, Lululemon dominance)
Ad Angle: Planet-first performance, certified materials
Landing: Homepage - sustainability story front

Ad Group 1.2: Sustainable Leggings (14 keywords)
├─ sustainable leggings
├─ eco friendly leggings
├─ organic cotton leggings
├─ recycled polyester leggings
├─ ethical yoga leggings
├─ sustainable workout leggings
├─ eco leggings
├─ bamboo leggings
├─ sustainable high waisted leggings
├─ eco yoga pants
├─ sustainable compression leggings
├─ organic leggings for women
├─ recycled fabric leggings
└─ sustainable athletic leggings

Match: Exact + Phrase (top 5 keywords Exact only)
Competition: Very High
Ad Angle: Squat-proof, eco-certified, competitor comparison
Landing: Leggings collection

Ad Group 1.3: Sustainable Sports Bras (12 keywords)
Ad Group 1.4: Sustainable Workout Tops (13 keywords)
Ad Group 1.5: Sustainable Shorts (14 keywords)

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CAMPAIGN 2: Eco-Material Specific
Intent: Material-driven search - Medium-high commercial
Keywords: 54 | Budget: 25%
Priority: Week 2

Ad Group 2.1: Recycled Polyester Activewear (13 keywords)
├─ recycled polyester activewear
├─ recycled plastic bottle activewear
├─ recycled fabric workout clothes
├─ rPET activewear
├─ recycled polyester leggings
├─ recycled polyester sports bra
├─ recycled workout clothing
├─ recycled material activewear
├─ recycled athletic wear
├─ post consumer recycled activewear
├─ recycled polyester yoga pants
├─ ocean plastic activewear
└─ recycled nylon activewear

Match: Exact only (niche intent)
Competition: Medium
Ad Angle: From ocean to studio - recycled performance
Landing: Materials page + recycled collection
Note: Strong differentiator vs. traditional brands

Ad Group 2.2: Organic Cotton Activewear (12 keywords)
Ad Group 2.3: Bamboo & Tencel Activewear (11 keywords)
Ad Group 2.4: Hemp & Alternative Fibers (10 keywords)
Ad Group 2.5: Deadstock & Upcycled (8 keywords)

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CAMPAIGN 3: Competitive & Comparative
Intent: Alternative shopping - Very high commercial
Keywords: 38 | Budget: 20%
Priority: Week 1 (highest ROI potential)

Ad Group 3.1: Lululemon Alternatives (12 keywords)
├─ lululemon alternative sustainable
├─ eco friendly lululemon alternative
├─ sustainable alternative to lululemon
├─ ethical lululemon alternative
├─ lululemon competitor sustainable
├─ like lululemon but sustainable
├─ better than lululemon eco
├─ sustainable lululemon dupe
├─ eco version of lululemon
├─ lululemon alternative organic
├─ sustainable align pants alternative
└─ ethical alternative to lululemon

Match: Exact (aggressive bidding)
Competition: High
Ad Angle: Same quality, better values, planet-positive
Landing: /vs/lululemon comparison page
Strategy: Target dissatisfied customers, values-conscious

Ad Group 3.2: Nike Alternatives (10 keywords)
Ad Group 3.3: General Sustainable Alternatives (16 keywords)

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CAMPAIGN 4: Niche Size & Specialty
Intent: Specific needs - Medium commercial
Keywords: 40 | Budget: 10%
Priority: Week 3+

Ad Group 4.1: Plus Size Sustainable (11 keywords)
├─ sustainable plus size activewear
├─ eco friendly plus size workout clothes
├─ plus size sustainable leggings
├─ ethical plus size activewear
├─ sustainable activewear extended sizes
├─ plus size organic activewear
├─ eco plus size athletic wear
├─ size inclusive sustainable activewear
├─ sustainable plus size sports bra
├─ curvy sustainable activewear
└─ sustainable activewear up to 3x

Match: Exact only
Competition: Low (underserved niche)
Ad Angle: Every body, every size, earth-first
Landing: Extended sizes collection
Note: Strong differentiation opportunity

Ad Group 4.2: Petite & Tall Sustainable (9 keywords)
Ad Group 4.3: Maternity Sustainable (8 keywords)
Ad Group 4.4: Budget & Value Conscious (12 keywords)

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NEGATIVE KEYWORDS

High Priority (Add Immediately):

• free, wholesale, bulk, supplier
• diy, sewing, pattern, tutorial, how to make
• jobs, careers, hiring, employment, salary
• used, thrift, secondhand, consignment
• fast fashion (brand protection)
• amazon, aliexpress, wish (marketplace terms)

Competitor Brand Negatives:

• lululemon (except in Campaign 3)
• nike (except in Campaign 3)
• athleta, fabletics, gymshark
• outdoor voices, alo yoga, beyond yoga
• Add as exact match negatives to Campaigns 1, 2, 4

Industry-Specific:

• men, male, men’s (unless selling)
• kids, children, baby (except maternity)
• sustainable fashion (non-activewear)
• sustainable shoes, sneakers

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BUDGET ALLOCATION STRATEGY
(Limited Budget Context)

Primary Focus: Exact Match Protection

• 70% Exact match keywords (control costs, high relevance)
• 25% Phrase match (proven performers only)
• 5% Testing budget (DSA, Broad on 2-3 converters)

Competitive Positioning:
Campaign 3 (Competitor) receives 20% because:
→ Lululemon/Nike searchers = highest intent
→ Already dissatisfied or comparison shopping
→ Lower CPCs than branded terms
→ Higher conversion rates (30-40% vs. 15-20%)

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IMPLEMENTATION ROADMAP

Week 1: High-Intent Foundation (Budget: 65%)

• Launch Campaign 1: Ad Groups 1.1, 1.2, 1.3
• Launch Campaign 3: All ad groups
• Create /vs/lululemon and /vs/nike comparison pages
• Conversion tracking (purchases, email signups)
• Add all high-priority negatives

Week 2: Product Expansion (Budget: 85%)

• Complete Campaign 1: Add Groups 1.4, 1.5
• Launch Campaign 2: Groups 2.1, 2.2
• Begin testing Phrase match on top 10 converters
• Review search term report, add new negatives

Week 3: Material & Niche Focus (Budget: 100%)

• Complete Campaign 2: Groups 2.3, 2.4, 2.5
• Launch Campaign 4: Groups 4.1, 4.2
• Test maternity if product ready

Week 4+: Optimization Phase

• SKAG top 15 converters
• Bid adjustments by device, location, time
• Remarketing to cart abandoners
• Seasonal campaigns planning

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EXPECTED OUTCOMES

Quality Score: 7-9 (core), 6-8 (materials), 8-10 (competitor)
CTR: 3-5% (core), 6-10% (competitor comparisons)
Conversion Rate: 3-5% (vs 2-3% industry average)
Average CPC: $1.50-4.00 (sustainable keywords 20-30% lower than mainstream)
Average Order Value: $95-140 (sustainable premium)
ROAS Target: Month 1-2 break-even (2:1), Month 3+ target 3.5:1

COMPETITIVE ADVANTAGES TO EMPHASIZE

Against Nike:

• Transparent supply chain
• Ethical labor (living wages)
• Material innovation (recycled, organic)
• Size inclusivity

Against Lululemon:

• True sustainability (vs greenwashing accusations)
• Better price point
• Certified materials (GOTS, GRS, OEKO-TEX)
• Mission-driven brand