PHASE 3 · CHANNEL AGENT BRIEF · 07
The intent-capture agent. Owns 20% of daily spend (Google PMax 15% + SEO 5% maintenance). Primary cohort: Mei 52–62 who searches before she buys + Jane 42–52 who Googles symptoms then converts via FB retarget. Format: PMax + comparison pages + symptom-keyword landing pages.
Catch women already searching for "best supplement for perimenopause hair", "saffron gummy for stress", "menopause joint pain natural". Land them on a comparison page or a long-form symptom page. Convert.
PMax 15% ($150) · SEO 5% ($50 → content + technical maintenance). PMax single asset group · let algo find queries.
Long-tail "best supplement for X" — get to top-3 organic for 12 queries in 90 days. PMax: ROAS > 2.0 after 21-day learning.
| Tier | Intent | Sample queries | Volume / mo (US) | Conversion target |
|---|---|---|---|---|
| T1 · SYMPTOM awareness |
"What's happening to me" |
• why is my hair falling out at 47 • 3am awakening hormonal • peri symptoms checklist • menopause hip pain estrogen |
8K–60K each | SEO blog → email capture · NOT direct PDP |
| T2 · CATEGORY consideration |
"Best [X] for [Y]" |
• best saffron supplement for stress • best gummy for perimenopause hair • best vaginal probiotic gummy • best collagen gummies for women 50+ |
2K–12K each | Comparison page · 3rd-party-style → PDP |
| T3 · INGREDIENT consideration |
"Does X actually work" |
• does saffron help with anxiety • how much biotin per day for hair loss • Lustriva vs Nutrafol • Bacillus Coagulans 1969 reviews |
1K–8K each | Long-form science article → PDP |
| T4 · BRAND/PRODUCT conversion |
Direct intent |
• [our brand] reviews • [our brand] discount code • [our brand] vs Novomins • [our brand] return policy |
200–2K each | PDP direct · branded SERP must rank #1 |
Length: 2,500-3,500 words. Structure: H1 question → 3-paragraph TL;DR → 5 subheads each <800 words → bottom: "what to try" with our gummy as #1 of 3 options.
Schema: FAQ + Article. Internal-link to: ingredient pages + product page.
Target: 1 per major symptom × 4 symptoms = 4 pages total in 90 days.
Length: 1,800-2,500 words. Structure: ranked top-5 list · we are #1 · brief honest critique of #2-#5. Table of comparison.
Schema: Review + ItemList. CTA: "Our pick" badge → PDP with discount code.
Target: 8 comparison pages × 8 T2 queries in 90 days.
Length: 1,200-1,800 words. Structure: citation-heavy, peer-reviewed-link style. Diagrams. Drug-fact-checklist.
Schema: Article + MedicalCondition. Backlink target: health bloggers + Reddit /r/Menopause links.
Target: 6 ingredient pages × main heroes (Lustriva · KSM-66 · Bacillus Coagulans 1969 · Saffron 30mg · Pumpkin Seed Oil · Magnesium Glycinate).
Length: 1,200-1,800 words on PDP itself · long-form-by-design.
Schema: Product + Review + Brand + FAQPage. Reviews: Yotpo or Judge.me — minimum 50 reviews live before launch.
SERP control: Brand name + "reviews" / "discount" / "vs [competitor]" — own top 5 results · use blog + Reddit AMA + Trustpilot.
| Asset | Spec | Volume |
|---|---|---|
| Headlines | 30 chars max · 15 total | Mix: 5 product · 5 benefit · 5 urgency |
| Long headlines | 90 chars · 5 total | "Why 35,000 women switched · 90-day MBG" |
| Descriptions | 90 chars · 5 total | Hook archetypes from Meta agent ↔ trimmed |
| Images | 1200 × 1200 · 1200 × 628 · 314 × 314 | 20 images · product + lifestyle + ingredient |
| Videos | 9:16 + 16:9 + 1:1 | 5 videos · re-cut Meta winners for YouTube/Display |
| Audience signals | Custom intent · feed search-term seed | Seed with T2 keywords + competitor brand names |
| Feed | Shopping feed required | 15-30 SKUs · GTIN if available · custom_label_0 by pain-point |
Bidding: Start tROAS = 200% (matches ROAS target). After 14 days of conversion data → loosen to 180% for scale or tighten to 250% if scaling chokes.
4 symptom-cluster pages (peri hair · 3am wake-up · libido · joint). 2,500w each · published via Shopify Online Store 2.0 blog with schema markup.
Plus 4 ingredient-science pages (Lustriva · KSM-66 · Saffron · Mg Glycinate).
8 "best X for Y" pages targeting T2 queries. We're always #1 in our own list. Honest critique of #2-#5 builds trust.
Outreach to 20 health bloggers + Reddit AMAs in /r/Menopause /r/PCOS · build 30+ backlinks.
Own top-5 results for "[our brand] reviews" via blog + Trustpilot + Reddit + YouTube + PR.
Target: 12 keywords ranking top-3 by day 90 · 8K+ organic visits/mo at $0 CAC.
Each new SKU = new ingredient page + new symptom page + new comparison. By month 6: 30+ pages · 30K organic visits/mo.
SEO becomes the highest-ROAS channel by month 8.
Each SKU gets custom_label_0..4 filled for PMax bidding precision. Lets the algo bid more on high-margin or top-LTV products.
| Field | Use | Example values |
|---|---|---|
| custom_label_0 | Pain-point | peri-hair · vaginal · stress · sleep · menopause-joint |
| custom_label_1 | ICP | sarah · jane · mei |
| custom_label_2 | Margin tier | high (>75%) · mid (60-75%) · low (<60%) |
| custom_label_3 | Hero ingredient | lustriva · ksm66 · saffron30 · bcoag1969 · pumpkinseed |
| custom_label_4 | LTV tier | starter ($30) · core ($45) · bundle ($79+) |
✓ Google Merchant Center + Shopping feed live
✓ Google Ads account · conversion tracking · GA4 enhanced ecommerce
✓ 4 symptom-cluster pages drafted
✓ 50+ on-site reviews before launch (use early-customer outreach)
✓ Schema markup audit · all PDPs + blog
✓ PMax campaign live · $150/day · tROAS 200%
✓ 4 symptom pages published
✓ Branded search campaign · $30/day · keep CPC < $0.80
✓ Backlink outreach started · 5 inquiries/week
✓ GSC + GA4 monitoring daily