OWYN, a reputable CPG brand that sells plant-based ready to drink shakes, bars, and powders, was looking to boost their online traffic, email subscriptions, and revenue for their Ecommerce website.
Capture all audiences who are aware of the brand, while scaling new users with a mix of brand and non-branded keywords. Discover and target search trends that aren’t product-specific but relate to the brand’s overall mission. Utilize Dynamic Search campaigns which crawl the website landing pages and match directly to long-tail unique search queries that allow for appearing in less competitive, lower impression but potentially high converting auctions. Create a retargeting campaign to adjust bids of prior website visitors when they conduct a secondary search.
After 6 months of scaling traffic, revenue, email subscriptions, and conversion actions, business goals at OWYN shifted to focus on driving a higher ROAS across all paid media channels.
We quickly shifted our campaign strategy to align with new company goals. We utilized day and hour parting, geo-targeting, tighter match types, and kept only the most efficient highest converting and lowest cost/conversion keywords.
We also set up Shopping Campaigns for a sub-set of products that had the highest conversion rate to take advantage of lower CPC for non-branded keywords.
