Category: Ecommerce

Driving 4X ROAS for CPG Wine Client on Instacart

Posted on by Coegi

Brief

Bread & Butter Wines uses the online grocery delivery app, Instacart, as a central tactic in their e-commerce strategy. Because of this, our account team was eager to try a new optimized bidding tool offered by the platform. Our goals were threefold: to keep the client’s strategy in stride with a rapidly evolving platform, test AI’s ability to directly impact ROI, and reduce operational lift.

Highlights

4X
ROAS

32%
YoY Sales

$3.73
Cost per Conversion

Challenge

Coegi runs an evergreen campaign on Instacart for Bread & Butter, which has consistently delivered at or above a 2x ROAS benchmark. However, achieving these results required time-consuming manual optimizations based on cost-per-click metrics. While this approach was effective in driving results, we sought a more efficient and profitable bidding process.

Solution

Instacart’s new optimized bidding tool uses AI to automate bidding and maximize ad spend. Staying up-to-date with innovative platform updates is a priority for Coegi, and we knew this tool had the potential to significantly increase campaign performance and efficiency. Within a month of the Instacart release, our team implemented the new capability.

After a brief learning period, the AI algorithm began pushing ROAS into the 3x range. As the campaign progressed, this figure steadily increased to an average of over 4x, with peaks for individual products hitting up to 10x ROAS. As a result, the campaign generated a 32% YoY increase in Instacart revenue and decreased the average cost-per-conversion by 53%. 

In the age of Web3 and AI advances, a seemingly small platform update can have a significant impact on your results. Our team’s enthusiasm for testing and learning allowed this campaign to double its impact on Bread & Butter Wines’ ROI. 

Create an Omnichannel eCommerce Strategy | Complete How-To Guide

Posted on by Coegi

Create Your Ideal Omnichannel eCommerce Strategy

A successful ecommerce strategy requires an omnichannel presence. It is the new norm for shopping and will continue its upward trajectory. Brands are following suit, investing more than ever in ecommerce advertising.

What does this mean for ecommerce marketers? 

To build consumer relationships and establish brand loyalty, marketers must create a robust online presence that aligns with where their consumers are spending time online. It is critical to show up in multiple digital marketplaces, for product discovery as well as purchase. 

Today’s ecommerce model expands beyond traditional commerce channels. Brands can’t rely on just having a Shopify or Amazon storefront anymore. You can place your product in front of engaged users on social media through social commerce, influencer marketing, social search, and many other paid advertising placements. However, even social is just one piece of the puzzle.

To learn how to craft the optimal omnichannel ecommerce strategy for your brand, download the guide below:

Creating an eCommerce Ecosystem 

The digital world is far more crowded than any physical retail destination. eCommerce is multi-channel, bridging the gap between in-store and online experiences. Over 73% of consumers use multiple channels to make purchasing decisions. And because shoppers are multichannel, brands must be too. 

The eCommerce Ecosystem

eCommerce Statistics 

Understanding the eCommerce Consumer Perspective

The modern consumer is their own salesperson.  They are better informed, armed with reviews, and company and product information.  In fact, 97% of consumers check online reviews before buying a product to get additional insight.

What are today’s consumers looking for from ecommerce brands? 

eCommerce has skyrocketed in popularity. As this medium grows, consumer expectations and shopping behaviors are also changing. 

  • Greater flexibility from payment plans to product availability 
  • More personalized ad targeting and curated content 
  • Convenient and quick delivery options 
  • Continuously cultivated brand relationships 

Customer experience is the ultimate differentiator. Consumers seek quality experiences, with 36% rating experience as critical for them, just behind price and convenience. Positive, personalized brand experiences are what ultimately drive conversions. 

Build Your Connected eCommerce Strategy

eCommerce is social commerce, marketplaces, delivery providers, D2C, retail media, and more –  all wrapped into one connected commerce experience. Skai coined the term “connected commerce”, which simply refers to connecting all points of the customer commerce journey together. It’s important to also connect all digital media tactics with commerce channels to ensure they are synchronously supporting the customer journey to drive optimal return on investment. 

Key Takeaways for Successful eCommerce Marketing: 

You can achieve ecommerce success using three key components: 

  1. Messaging that resonates with and engages target audiences 
  2. A multichannel e-commerce experience with numerous retail touchpoints   
  3. Full-funnel marketing for each stage of the consumer journey 

Coegi can help set up a data-driven strategy to maximize your ecommerce success. Contact us today to learn more.

5 Key Components for Building an Omnichannel Search Strategy

Posted on by Coegi

 

If your search marketing strategy stops at basic Google SEM, you’re missing out on a wealth of opportunity. Paid search is no longer just a straightforward marketing tactic in your media playbook. New technological advancements and shifting consumer behavior are changing the user journey for search.

Sure, Google is a continuously evolving target that requires marketers to dedicate time and energy to evolve with it. But it’s also important to understand the value of leaning into search algorithms on social and e-commerce platforms to promote product discovery. 

So, as search marketing becomes both more multidimensional and omnichannel, how can you use it to your brand’s competitive advantage? 

There are five emerging components of search you can leverage to create a future-proof search marketing strategy:

  1. Social Search
  2. E-Commerce Search
  3. Zero-Click Search
  4. Visual Search
  5. Multisearch

#1 – Social Search

If your goal is to reach new audiences in the Gen Z or Millennial demographics, social media is a must-have component of your search strategy. Social media is Gen Z’s favorite channel to learn about new products, per Semrush survey data. In fact, 28% of Gen Z say the primary way they discover new brands and products is through social media ads versus the 27% who do so through search engines. Even after initial discovery, social media remains the top channel for additional product/service research among both Gen-Z and Millennials. 

Any social platform with a search bar can be a tool for brand discovery. Tap into the search engine optimization elements of social media by implementing a well-researched keyword strategy on platforms like TikTok, Instagram, YouTube, and Pinterest. Develop keywords to promote product discovery and increase conversions, and play to each platform’s unique algorithms. Explore ways to optimize your content – paid or organic – to match what your consumers are looking for. 

Social Search Tip

Optimize everything – your profile description, shopping pages, captions, closed captioning, hashtags, and location – for key search terms. 

#2 – E-Commerce Search

Although search engine marketing is traditionally viewed as a bottom-funnel, conversion-driving tactic, it’s also an excellent tool for initial discovery. What better way to tap into this potential than optimizing for search on e-commerce and retail sites where there is a shorter purchase cycle? 

A MediaPost article reports that, “Amazon, Google, and eBay have become the top three destinations to search for products in the United States.” In fact, 60% of online product searches start on Amazon alone – more than the total of all search engines. Plus, another 35% of consumers start their searches directly on retailer websites. 

Using these platforms, consumers are more likely than ever to discover a product for the first time and immediately purchase it. That’s the beauty of the speed and convenience of e-commerce today. You can tailor your content on shopping channels to rank for product-focused, transactional search queries and drive quick conversions. 

E-Commerce Search Tip

Use the space available on product and brand pages to include a blend of relevant branded and unbranded keywords. This will defend your footprint against competitors and introduce your brand to in-market consumers. 

#3 – Zero-Click Search

Zero-click search refers to search engine queries that do not result in any clicks to other links. Instead, the user is able to find the information they need in the snippets at the top of the search engine results pages. Zero-click search accounts for 25.6% of mobile search queries, per Semrush research. From Google My Business to Rich Answers, brands can provide a wealth of information to consumers without the need for a click, simplifying the user experience.

Google Search Click Thru Rates – Semrush

Let’s address the elephant in the room – losing website traffic sounds like a detriment for brands. So, how do you flip zero-click search to your advantage? Forrester’s 2022 report by Nikhil Lai, Implement Holistic Search Marketing To Win The Search Engine Results Page, states that zero-click search, “challenges marketers who ‘have measured success purely through clicks’ to accurately measure search’s impact, according to Ryan Green, VP of marketing and innovation at Coegi. Without relying on clicks, search practitioners become more like PR directors focused on awareness, visibility, and top-of-funnel strategies.”

So, lean into your content quality. Make sure your technical SEO is optimizing for transactional search queries, and your content and website schema are structured for rich results. If you’re selling a product, you want it to rank in the top Google Shopping results for relevant keywords. Likewise, if you’re trying to rank for informational queries, make sure you have highly useful content on those topics written according to SEO best practices. This will increase your authority and improve your chances of gaining featured snippets. 

Zero-Click Search Tip

Add FAQs on key topics to your website to boost your chances of showing up in Google Rich Answers.  

#4 – Voice Search

Google voice search became available to Android users back in 2012. By 2020, 63% of Americans began using voice assistants in their daily lives – whether it was Siri on iPhones, Cortana on Microsoft devices, Alexa on Amazon Echos, or others (National Public Media, 2020). Today, we are seeing an even greater consumer adoption of connected devices for voice search. This includes hands-free devices like connected cars, voice-activated CTV remotes, and, of course, smart speakers. 

Currently, local search is a leading driver for voice searches beyond basic weather, music, and news queries commonly used with voice assistants. However, the growth of mobile commerce and hands-free search is making voice search a more important player in the search and e-commerce ecosystem. As the technology becomes more responsive and user-friendly, the Internet of Things will help create a wealth of opportunity for more voice search and voice shopping applications. So prepare now – start exploring how to make your content adaptable for voice search and explore connected device integrations. 

Voice Search Tip

The average voice search is 29 words long. Write content in a conversational tone and lean into Q&A formats targeting long-tail keywords. Also lean into broad match terms to allow your keywords to evolve with user queries. 

#5 – Google Multisearch

Multisearch is a new tool from Google allowing mobile app users to search using a combination of text and image. Using this AI-driven technology, users can upload an image and then type an accompanying query into the search bar. A multisearch example Google shares is uploading a picture of a houseplant plus the query “care instructions’.” 

Similarly, you can snap a photo of an item, such as a rug or a sweater, and find it or similar options for sale online. ‘Multisearch near me’ even allows users to snap a photo of an item and then find where it is available nearby. This provides a unique way for local restaurants and brick and mortar retailers to reach new customers via search. Think of the beautiful food pictures you see on Pinterest or Instagram. With multisearch near me, you can upload one of those images and see if a local restaurant has a similar dish to try. 

By layering text and image, multisearch responses can be more relevant to the user, personalized to their wants and needs. Although still a new and evolving tool, it’s clear to see the discovery and commerce potential multisearch offers for brands. 

Multisearch Tip

Develop search content, whether written, video, or image, for humans – not just to appeal to the Google bots. The goal of multisearch is to be as relevant and useful as possible – ensure your content matches these needs. 

Search engines, social media platforms, and e-commerce sites are collectively enhancing what’s possible for search. This means you need to extend both your SEO and SEM strategies to all possible channels in the media mix. To succeed with your search marketing strategy, focus on your audiences’ user journeys and discovery experiences first and foremost, rather than gamification of the SEO system. 

Key Takeaways to Improve Your Search Marketing Strategy: 

  • Think human, while leaning into Google’s emphasis on relevance and usefulness with your content. 
  • Create and structure content for rich results such as images, videos, how-tos, FAQs, charts, and more.
  • Take an omnichannel approach and apply your search strategy to social media channels and digital marketplaces. 

How to Drive D2C Sales with Digital Marketing

Posted on by Maggie Gotszling

Brands of all sizes are exploring how to drive CPG product sales through a D2C model. This is no surprise as US D2C sales will surpass $197B, with a rapid trajectory in 2024. While this only accounts for 2.6% of all retail sales, brands cannot ignore this emerging growth channel.

D2C models offer immense value for brands beyond just profitable sales due to the opportunity to collect consumer data and establish brand loyalty. 

However, with convenience as a leading factor driving purchase decisions, how can you steer your audience away from mass retailers as the default and generate interest in your direct-to-consumer site? The key is to add value with a seamless, personalized, and memorable shopping experience. 

In this article, you’ll learn how to create a successful D2C commerce experience by optimizing your omnichannel strategy at each stage of the purchase funnel.

Maximize The Shortened Purchase Funnel

How can you make sure the right individuals are finding your brand and, once they have, ensure they complete the purchase? 

Understand the purchase funnel is becoming shorter as information is available at our fingertips. Consumers can search for a product, read reviews, compare brands, and make an informed purchase in a matter of minutes. Take Carvana for example – they transformed the lengthy process of purchasing a new car into a quick, digital transaction. 

Knowing this, marketers need to create compact omnichannel marketing campaigns that align with the user journey and product life cycle. A well-tailored digital media strategy accounting for each stage of the consumer journey is paramount to driving D2C sales. Let’s explore how to accomplish this for your brand. 

Create Brand Awareness And Product Consideration

We start at awareness – testing and amplifying messaging within well-researched prospecting audiences. Then, by activating a flexible, omni-channel approach, we can learn who our best audience is. We’ll also learn what channels we can reach them on and what messaging resonates best with them.   

An important part of establishing awareness for D2C brands is using SEO and PPC to show up in product search. Combine PPC search ads with organic SEO to optimize your efforts. Once you’ve reached users in the discovery phase, deploy smart retargeting to stay top of mind until purchase. 

Move Seamlessly From Consideration To Sales Conversion

As a consumer nears purchase, machine learning and algorithms need to get to work. Use AI to predict and serve the right messaging at the right time. Also, use technology like dynamic creative optimization to tailor messaging to complement previous touchpoints (e.g. add to cart or don’t forget the items in your cart for abandoners). 

At Coegi, we bring together over 20 technology integrations, alongside certified experts on all digital platforms, to deploy advanced retargeting focused on recency and frequency analysis. As a result, we are able to deliver more efficient results, creating greater ROI for brands. 

Establish D2C Brand Loyalty

To build loyalty, find ways to delight users with unexpected incentives, promotions, or gifts. Utilize the first party data collected from their initial purchase to re-message in a personalized fashion. Email marketing is a strong tactic to keep that ongoing pulse without fatiguing your customers with ads. But, serving ads for complementary items to previous purchases can be effective with sufficient buffer time post-purchase. 

Ironically, if you hyper-focus on selling, you’ll miss out on sales opportunities. Instead of constantly pushing for purchases, also explore ways to create conversations through your marketing. Engage with your audience and establish a brand community. This authentic relationship is what creates loyalists who will continue to support your brand for years to come. 

To learn more about how to create a successful omnichannel digital marketing strategy, view our CPG Digital Marketing Playbook here. 

How to Drive Full Funnel Advertising Results With Amazon

Posted on by Hannah Huedepohl

As marketers and consumers, we know Amazon is an uncontested advertising powerhouse, dominating everything from e-commerce sales to search traffic to ad spend. In this article, we’ll discuss how CPG advertisers can leverage Amazon’s advertising platform to drive full-funnel marketing results.

The Amazon Advertising Platform offers multiple ways for brands to engage with Amazon’s vast audience by advertising on-site or leveraging their customer data to serve ads across the open internet. With retail media’s recent explosion in popularity, Amazon Ads is expected to exceed $32B in revenue by 2023. Although many players are entering the market, Amazon is the clear leader with approximately 76.2% of US e-commerce channel ad spending in 2021. 

Amazon is a common tool for conversion-based, point of purchase advertising. However, there are other underutilized opportunities in the platform for brands to expand their audiences through awareness and consideration tactics that will ultimately lead to sales. Let’s explore how to reach customers at all stages of the consumer journey using Amazon Ads.  

How To Establish Awareness With Amazon DSP Prospecting

Nearly 75% of product research starts with Amazon. Brands cannot ignore this and should ensure they are using the platform to serve awareness-based messaging to new audiences as well as optimizing for search within the site. The Amazon DSP allows brands to use in-market data for first touch prospecting efforts, typically with video or display channels. 

How To Build Brand Consideration With Amazon Sponsored Brands

Sponsored Brand ads place products in front of users during the consideration phase. These ads appear on the search results, generating brand recognition and promoting discovery. They also help users find the information they are looking for, allowing your brand to position itself as a useful solution to their inquiry. 

How To Increase Amazon Sales With Sponsored Products

Sponsored Products are keyword-target ads promoting an advertiser’s individual listings. They appear in the search results and on product detail pages on Amazon to drive purchases.  Advertisers can select their products to advertise and choose keywords which will trigger ads to appear. Similar to Google Adwords, advertisers purchase bids on a cost-per-click auction. 

Ensure Performance With Ad Quality

Ad quality on Amazon depends on various factors. Implement these best practices to ensure your ad ranks at the top of the search results:

  • Calculate your max CPC to be profitable based on cost per sale
  • Ensure your product has a strong image and title quality
  • Monitor product reviews as they will affect ad quality

Targeting Amazon Shoppers

Amazon provides visibility into millions of consumers’ shopping behaviors as they move through the purchase  journey. We are able to collect real-time data based on browsing and purchase intent signals from customers across all channels and touchpoints including AAP, Mobile, Kindle and Fire TV. Any time a customer takes an action on Amazon.com, they can be included in targeting segments.

Brands can utilize in-market targeting to reach audiences actively searching for related products or apply lookalike targeting to reach new people with behaviors similar to their best customers. Additionally, the platform offers a number of targeting variables to layer onto campaigns, including keyword, product, and category targeting.

Incorporate Amazon Into An Omni-Channel, Full-Funnel Strategy

Despite its broad capabilities, Amazon is still a walled garden. Their data is siloed within their own DSP, which can be a challenge for brands looking to measure cross-channel results and track audiences across all commerce and marketing touchpoints.

At Coegi, we work with our CPG clients to build connected commerce strategies that connect all points of the customer journey together. For CPG brands, this often includes many factors such as DTC, offline and online sales as well as programmatic, social, traditional and even experiential marketing channels. 

Holistically managing your advertising efforts together puts Amazon activity into the context of your broader marketing strategy. Managing all efforts with one team allows you to share performance trends and learnings across tactics. Optimize different tactics and budgets in a complementary, strategic manner to improve overall performance. 

Using these tactics, your brand can leverage Amazon Advertising Platform to drive consumers through the marketing funnel and support a seamless customer journey.

For more information on how to create an omni-channel commerce strategy using Amazon, contact us at info@coegipartners.com. 

Growing Omnichannel Retail Solutions for a Wine Brand

Posted on by Coegi

The Brief

Coegi helped a wine brand grow both its online and in-store sales by executing an omnichannel digital campaign. Leveraging strategic micro-targeting, paid social media, and grocery delivery app relationships, the campaign achieved impressive ROAS, along with increased purchases and store visits to retailers in the wine brand’s distribution network.

Highlights

5X
Return on Ad Spend

4,500
Direct to Consumer Purchases

9,700
Store Visits

Challenge

A “healthier-for-you” wine brand came to Coegi to expand its omnichannel retail presence. In 2020, they were facing the challenging effects of COVID-19 on shopping behaviors, as well as growing consumer demand for online alcohol sales. Our client needed to provide a convenient way for consumers to shop online while still growing brick-and-mortar sales.

Solution

Coegi helped our wine client create an omnichannel retail solution using digital media.

First, we leaned heavily into Facebook to support online sales using a social commerce ad along with a dynamic retargeting catalog ad. Throughout 2020, these two campaigns alone drove over 4,500 DTC purchases with an exceptional average ROAS of 6.76x. 

We also built a precise shopper marketing campaign on Facebook using co-branded retail carousels to target major DMAs on a national scale. The click-through URL showed consumers a list of nearby stores. We then deployed a foot traffic lift study, which attributed nearly 9,700 store visits to these campaigns.  

To build on this success, we partnered with grocery delivery providers, Drizly and Instacart. With Drizly, we ran a co-branded Facebook campaign to increase awareness of the brand’s availability on this platform. This allowed us to track delivery purchases attributed to the campaign to understand short-term ROI. Instacart in-platform ads were also a major success. In the final months of the year, the team saw an average ROAS of 5.9x with nearly $83,000 in attributable sales. 

Together, these campaigns increased overall brand equity while also driving an increase in omnichannel sales revenue. 

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