CPG Brand | Consumer Packaged Goods

Restructuring paid search campaigns in the wake of changed consumer behavior

As a leader in the on-the-go snack category, this CPG brand was looking to better leverage paid search and shopping campaigns to capitalize on evolved consumer behavior.

Paid Search

The Challenge

Leveraging paid search and shopping campaigns to fuel ecommerce efforts

Capitalizing on shifting consumer behavior to drive ecommerce success

As a leader in the on-the-go snack category, this CPG brand sales stemmed from convenience / grocery stores and big box retailers across the U.S, as well as through online channels (including Amazon and the brand’s website). Having historically relied on traditional channels to drive in-store sales, this brand had a desire to grow its ecommerce revenue in 2020.

The first step? Understanding how paid search and shopping campaigns could assist in reaching their ecommerce goals. To accomplish this, the brand turned to their agency partner, Collective Measures, to uncover the true influence of these two tactics.

The Solution

Capturing consumer demand with a full campaign restructure

After reviewing existing paid search campaign structure, we knew to successfully drive ecommerce performance, campaigns needed to be restructured to capture demand and additional tools needed to be secured to track key performance metrics. This would determine the true impact of the restrusting against the brands ecommerce goals.

This extensive campaign restructure and enhanced measurement capabilities included:

Developing new masterbrand campaigns to capitalize on high purchase intent
Implementing dynamic search ad (DSA) campaigns to capture incremental revenue
Implementing Amazon’s attribution pixel to better understand how campaigns are influenced by Amazon sales
Restructuring paid search campaigns to to more effectively scale shopping campaigns

The Results

The campaign restructure helped this CPG brand capitalized on the surge in demand with a stronger campaign structure and measurement capabilities.

73%

Utilizing significantly less spend, site traffic was maintained and cost per click year-over-year efficiency increased 73%
854%

Return on ad spend (ROAS) increased by 854% year-over-year
628%

Quarterly transactions increased by 628% year-over-year
598%

Quarterly revenue increased by 598% year-over-year