Industry: Speciality Goods

Objective: Increase brand awareness to drive sales

Background: Nutty Novelties saw strong performance in its Google Ads campaigns, but brand awareness was low. This was problematic due to operating in an industry with large national brands. Shoppers were consistently shopping with more recognizable brands when choosing between the options

Challenges:

• National Competitors: National brands, like Jif, dominated the e-commerce peanut butter space

• Limited Budget: A new family-owned business, there wasn’t a large budget to challenge the national brands within the auction

• Higher Price Point: Made in small batches and with speciality ingredients, the Nutty Novelties products had a higher price point than other national brands

Strategy:

To address these challenges, we implemented a Google Ads strategy to focus on competing across a smaller keyword assortment:

• Keyword Selection: We selected a smaller set of relevant category keywords and less competitive

• Performance Max: Leveraged Performance Max campaigns to access new properties across Google

• Lower Price Point SKUs: Focused shopping & Performance Max campaigns on lower price-point to SKUs to make it more accessible

• YouTube Placements: New video creative was promoted across relevant audience groups

Results:

The above Google Ads strategy lead to a significant improvement in Nutty Novelties brand awareness:

• Higher Sales: Account-wide sales improved by 16% during the YouTube campaign’s flight with a strong ROAS

• Brand Awareness: Searches for Nutty Novelties increased 31% during the flight