Post Consumer Brands® Paid Search Strategy Accelerates Cereal Brand Awareness
The Work
Reach an increased volume of breakfast fans through search engines instantly as they research breakfast and cereal options.
The Challenge
Post Consumer Brands® is a top three player in the highly competitive CPG breakfast cereal category. They produce many familiar and nostalgic brands like PEBBLES™ and Malt-O-Meal® cereals. To complement their ongoing website SEO strategy and position Post® as a go-to for all things breakfast cereal, we develop targeted campaigns leveraging the power of paid search (PPC) ads to improve visibility, build brand awareness, and grow website traffic.
Approach
-
Develop a robust PPC campaign structure:
Develop a targeted campaign structure aligned with key site content and consumer needs.
-
Consumer Insights:
Conduct keyword research to identify high-value terms and relevant audiences.
-
Optimize ad copy:
Develop and refresh ad copy quarterly to incorporate high-volume keywords into compelling headlines and descriptions that drive clicks.
-
Monitor performance and budget:
Analyze ad performance to implement data-backed optimizations to keywords, ad copy and budget allocations for each campaign.
Optimizing Paid Search to Drive Discovery
Updating recipe campaigns with image extensions increased interest, driving a 566% increase in paid search traffic to recipes on the Post® website. Keyword-heavy headlines and descriptions delivered highly relevant, personalized ads to consumers, resulting in higher click-through rates. The top-performing ad featured high-volume keywords and achieved a 13.20% click-through rate.
Results
Pump it Up with Unleaded 88 was an integrated consumer education campaign that created awareness of the benefits of ethanol to help consumers overcome barriers to purchasing.
-
854%Progress: 100%increase in paid search traffic
-
9.17%Progress: 10%average click-through rate
-
47%Progress: 47%increase in paid search web sessions
