Grocery etailer

Unlocking Growth

692%

In new purchasers from Search campaigns with the addition of product-specific keywords

116%

In new purchasers from Shopping with a 17% decrease in CPA via complete feed overhaul

404%

Increase in new purchasers from app campaigns after extensive creative testing

Grocery etailer

692%

In new purchasers from Search campaigns with the addition of product-specific keywords

116%

In new purchasers from Shopping with a 17% decrease in CPA via complete feed overhaul

404%

Increase in new purchasers from app campaigns after extensive creative testing

Company Overview

Grocery etailer is an online grocery delivery service specializing in Asian & Hispanic groceries. In the last year, they’ve grown their delivery coverage to 13 states and have opened up nationwide shipping of non-perishable items like snacks and dry goods. At the onset of our partnership, Grocery etailer was valued at $2.8 billion.

Challenge

Conversion Tracking

When taking over the account, existing conversion pixels were not firing and we relied on internal data to optimize the account until new pixels were implemented. With the focus of growth being on new customer acquisition, new versus returning purchaser pixels were created for web, iOS, and Android based on ADM’s directions. This allowed us to directly optimize towards new purchasers and align all platform-level reporting to Grocery etailer’s primary KPI.

Brand vs Non-Brand Traffic

The inherited account structure did not negate Brand traffic from Non-Brand campaigns, which skewed campaign performance, resulting CPAs and made it impossible to directly invest in incremental opportunity. 

A comprehensive overhaul of search involved complete segmentation of Brand and Non Brand traffic, along with significant Non Brand category expansion.

Location Segmentation

Lastly, each campaign was separated by delivery location. This made it more difficult for automated bidding strategies to find the most efficient auction utilizing conversion data collected. 

In the campaign restructure that ensued, delivery locations were combined and campaign groupings were focused on category and intent instead of location.

Results

  • In Q3, Search focus was on the addition of high intent keywords at scale, with an emphasis on product keywords. These keyword additions resulted in a cumulative 41% growth in converting keywords from Q1 to Q3, and the expansion of product keywords drove 692% more new purchasers in Q3.
  • Implemented a new feed utilizing Google’s beta Regional Availability & Pricing which ensured accurate pricing and availability across all regions. Following the new feed, Shopping was restructured to consolidate locations and base breakouts by ROAS. Once implemented, the average of monthly new purchasers increased by 116% and the new purchaser CPA improved 17%.
  • Began optimizing towards upper funnel conversions in July and implemented continuous creative testing which led to significant growth in Q3 & Q4. In addition, revised iOS CAC goals based on predicted attribution loss following the iOS 14 update allowed for true business impact of iOS to be realized. These optimization efforts led to the average monthly new purchasers increased by 404%.

New Purchases From Expansion Channels

Display

Discovery

YouTube

Bing Search

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