HARLO UK
PPC View · 14-Day AnchorPerpetua Targets & Search Terms · Action Dashboard

Perpetua PPC Performance Pulse

Optimization anchor: 05/25 - 06/07 (14 Days) · Latest individual week: 06/01 - 06/07. Recommendations use the combined May 25-Jun 7 window to reduce attribution lag and weekly volatility.

14-Day Optimization Snapshot
Attributed Sales
£0.00
No attributed conversions in anchor
Spend
£58.48
▼ 1.9% vs prior 14 days
Clicks
40
▼ 7.0% vs prior 14 days
ROAS
0.00x
Efficiency break
CPC
£1.46
▲ 5.5% vs prior 14 days
CTR
2.7%
High-intent but not converting
CVR
0.0%
40 clicks / 0 orders
Active Spend Targets
15
14-day spend base
10-Week Spend & Sales Context
The optimization anchor combines the last two weekly files, while the trend chart preserves each 7-day period.
Spend (£)Attributed Sales (£)
14-day read: May 25-Jun 7 produced £58.48 spend, 40 clicks, and £0.00 attributed sales. Tighten CPC exposure first; do not expand budgets until conversion signal returns.
14-Day Spend Mix
Largest spend concentration by target across May 25-Jun 7.
14-Day Spend (£)
Mix read: Brand term “harlo” absorbed 26% of 14-day spend with no conversion. Anchor CPC is £2.54 versus a 10-week historical CPC of £0.96, so keep it live but cap the bid.
14-Day Manager Readout

Stop the zero-sales spend leak before rebuilding scale.

The combined 14-day anchor is a control problem: spend was £58.48 while attributed sales stayed at £0.00. Historically, “harlo” is the best target by ROAS, but current CPC pressure and no conversion signal require a tighter guardrail. Keep proven terms active, reduce bids on expensive non-converting clicks, and pause or negate targets with no historical proof.

Zero sales14-day anchorProtect HarloCut unproven spend

10-Week Trend

Weekly movement across the full uploaded window, with the last two weeks highlighted as the optimization anchor.

Spend vs Sales
Weekly spend and attributed sales. The final two weeks are the 14-day optimization anchor.
Spend (£)Attributed Sales (£)
Trend context: Limited attributed sales were recorded during the final optimization window. Recommendations prioritize spend efficiency and click quality while attribution matures.
CPC & CVR Check
Weekly CPC and CVR. CVR is scaled visually so directionality is easy to compare.
CPC (£)CVR (%)
Efficiency read: The 14-day CPC was £1.46 while attributed order signal remained limited. Use CPC caps and negatives before budget expansion.
Weekly Table
WeekDatesSalesSpendROASACoSClicksCPCCVRCommentary

Optimization Opportunities

Targets/search terms grouped into scale, defend, tighten, and cut candidates using the May 25-Jun 7 anchor.

Scale / Protect Winners
10-week targets with attributed sales; prioritize by ROAS and sales volume.
14-Day Spend Actions
Anchor-period spend items with recommended bid posture.
Waste / Negative Review

Competitive Pricing Position

Context from the visible Amazon UK SERP for “electrolytes harlo”.

Harlo Visible Price
£39.95
Premium 3-in-1 formula
Visible Competitor Median
£21.22
Based on visible alternatives
Price Premium
+88%
Higher absolute price vs alternatives
Strategic Position
3-in-1
Electrolytes + Creatine + Collagen
Visible SERP Price Benchmarks
Harlo is the highest visible absolute price in the captured results, so PPC must sell differentiated value rather than hydration alone.
PPC Implications
Premium pricing changes how to judge search term quality.
Brand defense: Brand-aware shoppers understand the 3-in-1 value proposition, so branded search should stay protected even while CPC is capped.
Generic electrolyte terms: Stricter efficiency thresholds are required because shoppers see lower-priced alternatives in the same results page.
Better expansion themes: Creatine hydration, creatine electrolyte, workout recovery powder, collagen creatine, and sports recovery supplement align more directly with the premium formula.
Competitive Readout

Harlo UK is priced like a premium recovery product, not a commodity electrolyte powder.

The Amazon result set shows several alternatives in the £18-£25 range, while Harlo sits at £39.95. This means PPC success depends on finding shoppers who value the combined electrolyte, creatine, and collagen proposition. Generic hydration traffic should be capped unless it converts; differentiated recovery and creatine-led terms deserve more testing.

Premium priceDifferentiated formulaScale recovery termsTighten generic hydration

Next Week Focus

Action plan tied to the corrected 14-day anchor: May 25-Jun 7.

01

Defend brand, but cap CPC

“harlo” is the strongest historical revenue driver, but the 14-day anchor produced limited attributed sales signal and elevated CPC.

  • Reduce brand bid 15-25% or set a CPC guardrail.
  • Keep exact brand coverage active.
  • Review placement multipliers if available in Perpetua.
02

Tighten proven non-brand terms

Collagen powder, Sports Supplements, and Electrolyte Replacement Supplements have historical sales but weak current momentum.

  • Lower bids 20-30% until conversions return.
  • Separate exact winners from broader discovery.
  • Use order recovery, not clicks, as the scale trigger.
03

Reframe expansion around premium value

Harlo is priced above visible electrolyte alternatives, so testing should prioritize differentiated terms that justify the premium.

  • Test creatine hydration and recovery terms.
  • Limit generic hydration/electrolyte bids until CVR returns.
  • Use negatives for low-intent commodity comparisons.
Next Week Improvement Areas

Budget

Do not expand total budget until one full week shows attributed sales recovery. Reallocate within the existing spend cap.

Search Term Mining

Pull the Perpetua search-term detail behind broad/auto targets before negating entire match families.

Measurement

Success next week is attributed sales returning above £100, CPC below £1.50, and at least 2 conversions while spend remains controlled.

Next Week Target

Restore conversions before scaling: £100+ sales, CPC under £1.50, and no unproven spend leaks.

The immediate objective is not growth; it is re-establishing a converting baseline. Once sales recovery is visible, scale only the targets with historical proof, current-week conversion evidence, and messaging alignment with Harlo UK’s premium 3-in-1 position.

Protect winnersMine queriesCap CPCPause waste