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.
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.
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