allplants is a subscription-based meal delivery company. They approached Search Laboratory after reaching a growth plateau and felt they had maximised the potential of their current marketing mix.
They engaged with the intention to evolve PPC further into their overall strategy with a specific focus on lowering the cost per acquisition of new customers and improving brand awareness throughout the marketing funnel.
• Strategy analysis and testing to unlock opportunities and evolve the current strategy
• A non-brand search restructure
• Harnessing Google Ads’ Value-Based Smart Bidding + Broad Match
• Investing in YouTube to drive online sales
Through extensive analysis of their current strategy, we began to build recommendations and forecasts for a consistent plan to improve performance. Utilising a test and learn approach, our insights unlocked the right audiences that would resonate with the specific, subscription-led offering of the client.
One of the key projects in our approach was a non-brand search restructure and a move to value-based bidding. We recognised the scope for growth in moving from an Exact and Phrase match structure to an Exact and Broad Match structure.
This made it possible to focus on the varying search behaviours we were witnessing users adopting when looking for specific food and subscription-based products allplants were looking to capitalise on.
Our insights also highlighted the depth of opportunity within video activity and informed our investments into YouTube ads to drive online sales. To move closer to this market, we began running tests in a variety of audiences and mediums specific to video activity covering:
• 44 different audiences • 3 bid strategies
• 8 video ads • 3 landing pages
• 3 ad formats
Spread across six separate video campaigns, we then refined the activity by utilising Google Ads’ Smart Bidding, Product Feed and Brand Lift studies to gain insight into the performance of campaigns. Harnessing the feedback from this research, we were able to run bespoke search and video campaigns in front of specific, highly targeted audiences that drove significant traffic to our client.
• 67% revenue increase YoY within the same ROAS targets from Google paid media campaigns
• Conversions from video activity increased over 12x within twelve months
• YouTube campaigns provided a 52% increase in brand awareness and 37% increase in purchase intent for the exposed group vs a control, according to Google’s Brand Lift study.
Through our non-brand search restructure, we were able to significantly boost revenue through targeting specific search behaviours that our research revealed. allplants are now able to leverage these key learnings in their future marketing and evolve their strategy to the next level.
Our video testing also witnessed rapid growth, increasing conversions from video activity by over 12x within twelve months and placed the brand in front of highly targeted audiences on a wider scale.
Google’s Brand Lift studies showed that our video activity performed ‘Best in Class’, driving a 52% increase in overall brand awareness and a 37% increase in purchase intent. We were also able to inform the client on the depth and variety of customers’ search behaviours, e.g.: ‘meal planning’ which they’re able to leverage moving forward.