Nom Nom
Conquesting With Demand Gen and White-Listed Articles
129%
Increase in overall signup conversions
34%
Demand Gen/Discovery share of conversions
Client Challenge
Nom Nom is a direct-to-consumer brand in the increasingly-competitive world of premium dog food. Due to the intense keyword competition, it had become hard for them to efficiently scale their Non-Brand Search and Competitor Conquest campaigns in Google Ads—which left Nom Nom relying heavily on Brand campaigns to produce volume and efficiency. ADM needed to find a new way to cut through competition and get Nom Nom’s account on the path to efficient growth.
ADM’s Solution
Competitor conquesting is rarely the most efficient strategy in a Search account, but it can be the most impactful at scale. By lowering customer acquisition cost (CAC) for this type of campaign, we believed Nom Nom could reach a level of exposure that would dramatically grow their brand awareness. ADM decided that the best way to do this would be by using Discovery campaigns (which transitioned into Demand Gen) to reach users looking for general information about the product category, rather than while specifically shopping.
To accomplish this, we built Discovery/Demand Gen campaigns that drew users to a white-listed article highlighting Nom Nom’s benefits over the competition, then directed them to a landing page on Nom Nom’s website. Vital to this strategy’s success was the way that we framed the article ads. To make the Search ads feel more like an organic article result, we used snippets from the article for our Headlines and Descriptions, as well as the same marketing images Nom Nom had supplied for the article. To direct the campaign towards users interested in competing brands, we leveraged a custom intent audience containing keywords related to those competitors.
The Results
ADM’s solution proved highly-effective. It helped the brand drive impressive new signup totals as part of substantial account-wide improvements:
- 129% increase in overall signup conversions
- 34% of all new conversions from new Discovery/Demand Gen campaigns
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