Sweet results

Sugar replacement product

Overview

In 2020 a CPG brand (sugar replacement) found in major stores like Whole Foods and Safeway was looking to find out how digital media could help grow their business. They had dabbled into paid search in 2019, but needed guidance on how to become more efficient and highlight gains with their increase in budgets.  Expediting this process was COVID and the need to push greater online sales vs traditional in-store purchases.

On top of smaller investments in media before 2020, the brand needed help with their tracking (Google Analytics, Google Ads) to receive data back outside of basic click behaviors.

The Campaigns

There was a concerted effort to make paid search not only evergreen but spend more than previous years to show lift.  The focus of the campaigns was to drive quality, not quantity with the hope that consumers would be in-market and would end up going from the site to 3rd party retailers like Amazon, Walmart, Vitacost, and more.  As a secondary point of measurement, we reviewed if users were interested in “Finding” the closest location near them through their map feature. 

Performance

We took over the campaigns at the start of the year and immediately focused on finding efficiencies.  We were able to quickly find more efficient queries to bid and lowered the CPC 33% with even stronger gains with the CPA dropping 40% during that same time.