Leveraging Google Ads Campaigns to Drive In-store Visitors
- +62% increase in store visits
- -77% decrease in CPSV
Objectives
Drive customers to Amazon Fresh grocery stores and optimize cost per acquisition (cost per store visits)
About the Client
Amazon Fresh, a subsidiary of the American e-commerce company Amazon in Seattle, Washington, is a grocery retailer with physical stores and delivery services in the US and Europe. It’s designed to provide a seamless shopping experience and affordable prices on everyday favorites. Customers can find a wide assortment of national brands and high-quality products. Prime Members can shop online and receive same-day delivery and pickup from their local stores. Amazon Fresh offers Just Walk Out shopping and Amazon Dash Cart, making your quick shopping trips even faster by letting you skip the checkout line entirely.
Challenges
“Everyone knows Amazon but they don’t know we do food”, said a program manager at Amazon Fresh. The primary objectives of the project were to effectively drive customers to Amazon Fresh grocery stores and optimize the cost per acquisition (cost per store visits). The company faced several challenges in achieving these goals:
- High existing brand awareness. Introducing new products is risky, and even top brands can fail. They can face an oversaturated market, poor product-market fit, etc.
- High competition & growing ad costs. The grocery market was highly competitive, and the costs associated with advertising were continually increasing.
- Narrow targeting. The efforts were focused on targeting only the areas near physical stores to drive and maximize local customer engagement.
- Measurement (KPI) difficulties. It was challenging to tie outcomes (store visitors) to campaigns, ads, etc.
Solution
Campaign Strategy
- Launching Google Ads Discovery and Display campaigns
- Leveraging first-party and third-party data
- Narrowing targeting
- Optimizing campaigns
VIDEN launched Google Ads Display and Discovery campaigns as the best solution for AmazonFresh to achieve the goals. Those campaigns position the company in front of high-intent customers and target prospects with personalized, highly engaging, and algorithmic campaigns.
Targeting
- Customer lists
- Location-based audiences
- Interest-based audiences
Measurement and Optimization
- Tying the outcomes to campaigns (first-party measurement – store visits & Google proprietary Store visits technology)
- Adjusting bids
- Launching new campaigns to replace losers
- Reviewing locations performance
- Optimizing placements
Results
The collaboration between AmazonFresh and VIDEN yielded remarkable results, highlighting the importance of expertice. Launching Google Ads Discovery and Digital campaigns increased store visits by 62% while reducing the cost per acquisition (cost per store visit) by 77%:
- By incorporating Discovery and Display campaigns, we received visually appealing ads that attracted more attention than plain text and advanced targeting capabilities that helped reach the most relevant audience, significantly increasing engagement and conversions.
- Narrow targeting allowed us to decrease wasted ad spend by focusing resources on those who are more likely to convert.
- Campaign optimization was essential to achieving such outstanding results.
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