Restructuring paid search campaigns in the wake of changed consumer behavior
Case Study Snapshot
Client: CPG Brand
Industry: Consumer Packaged Goods
The Challenge
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.
Strategy
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
