Situation

Post Consumer Brands® is a top three player in the highly competitive CPG breakfast cereal category. They produce many familiar and nostalgic brands like PEBBLES™ and Malt-O-Meal® cereals. To complement their ongoing website SEO strategy and position Post® as a go-to for all things breakfast cereal, we develop targeted campaigns leveraging the power of paid search (PPC) ads to improve visibility, build brand awareness, and grow website traffic.

Objective

Reach an increased volume of breakfast fans through search engines instantly as they research breakfast and cereal options.

Approach

We execute an ‘always-on’ paid search strategy across Google Ads and Microsoft Ads.
• Develop a robust PPC campaign structure: Target strategic content buckets on the site, from brand and product information to corporate social responsibility, providing the most valuable information to consumers.
• Identify consumer interests: Conduct extensive keyword research with Google Keyword Planner and Semrush to identify a targeted keyword strategy that reaches highly relevant audiences.
• Optimize ad copy: Develop and refresh ad copy quarterly to incorporate high-volume keywords into compelling headlines and descriptions that drive clicks.
• Monitor performance and budget: Analyze ad performance to implement data-backed optimizations to keywords, ad copy and budget allocations for each campaign.

Results

The paid search campaigns place Post Consumer Brands® in front of cereal fans, increasing brand awareness and website traffic.

Paid search traffic grew 854% compared to the previous year due to consistent optimizations of ad copy and keyword targeting Campaigns earned an average click-through rate of 8.17% on Google Ads, exceeding the industry average of 2% Paid search sessions improved by 47% over the previous year