MAZURI, a subsidiary of Land O’Lakes Purina Feed LLC, is an exotic animal feed and supplement retailer that markets to both animal professionals and consumers. To reach its consumer segment, MAZURI historically relied primarily on paid search to drive online sales.
Faced with several challenges, including increasing digital competition, a flat yearly marketing budget, and a website with an subpar ecommerce experience, MAZURI looked to long-time digital partner Nina Hale to test new paid media tactics. In addition to driving incremental revenue from paid media, the company was also looking for data they could use to make a strong business case for building a new ecommerce platform.
Nina Hale recommended a test-and-learn program designed to efficiently drive revenue through digital media. A primary component of this plan was increased investment in Google Shopping – NH’s preliminary Shopping tests indicated significant opportunity for MAZURI to improve its return on ad spend (ROAS), so we knew this was something worth exploring.
But, based on the brand’s historical success with paid search, we also knew we couldn’t risk losing traction there. For this reason, we recommended a fluid budget between traditional paid search and Google Shopping that allowed us to prioritize top-performing products between each ad type. The flexible spend between tactics, strategic selection of products, and ongoing optimizations helped to ensure that efficiency could be maintained or improved.
As a direct result of the paid search and Google Shopping expansion, the campaign:
- Achieved 2,691% return on ad spend at the height of performance
- Maintained 982% return on ad spend for the entire campaign
- Accounted for 28% of all online revenue
The SEM initiatives contributed to the company’s huge online sales growth, which was more than the previous five years combined. The campaign’s impact on revenue successfully made the business case to secure the resources needed to build a new website and ecommerce experience.
This campaign was deservedly recognized by Search Engine Land as a finalist for its Best Overall SEM Initiative – Small Business.
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