BigBasket Leverages Osmos to Drive 8% Revenue Growth with Smarter Keyword Expansion

Background

BigBasket, India’s largest grocery retailer, partnered with Osmos to power its growing retail media program. As the platform scaled, search advertising quickly emerged as a primary monetization lever.

While top brands were actively participating in search auctions, Osmos uncovered a hidden constraint: keyword adoption was heavily concentrated around a small set of familiar terms. This limited discovery, restricted campaign reach, and capped incremental revenue potential.

Challenge

Through a detailed review of BigBasket’s search advertising data and advertiser behaviour, Osmos identified a clear opportunity to unlock incremental revenue through smarter keyword expansion.

Key insights included:

• Advertisers repeatedly bid on a small, familiar set of keywords, even when adjacent high-intent keywords existed
  
• Several category-relevant, high-potential keywords remained underutilized across advertisers
  
• The biggest opportunity lay not in changing existing bids- but in driving incremental keyword adoption

Based on this analysis, Osmos recommended a guided, in-platform approach to nudge advertisers toward next-best keywords expanding coverage while preserving advertiser autonomy.

‍‍Solution: Personalised Ad-Ops Banners

Osmos implemented a personalized Ads Ops banner strategy within BigBasket’s advertiser portal, designed to influence keyword adoption at scale.

How It Worked:

1. Keyword Package Identification
Osmos identified 5–8 relevant keyword packages per advertiser, aligned to category performance and product relevance.

2. Past-Bid Filtering Logic
Using the last 1–2 months of bidding data, keywords already bid on by the advertiser were excluded on the assumption that advertisers would continue bidding on those terms organically.

3. Next-Best Keyword Recommendations
Osmos surfaced incremental, high-intent keywords that the advertiser had not previously bid on but were highly relevant.

Example:
If a brand like Hindustan Unilever consistently bid on “floor cleaner” for Lizol, Osmos recommended adjacent, high-intent keywords to expand discovery.

4. Personalized Ads Ops Banners
These recommendations were delivered via Ads Ops banners on the advertiser dashboard.

Impact

• 37 keywords influenced through Ads Ops banner nudges
• ₹37L in total influenced revenue (Sept–Oct ’25), where advertisers placed bids on recommended keywords
  
• ₹27L in net revenue, where influenced keywords also won the auction
  
• 8% overall revenue growth driven purely by expanded keyword adoption