Challenge: Increase Brand Impressions And Engagement In a Crowded OTC Market
Zicam®, the leading cold-shortening medicine, competes in the crowded cough/cold/allergy/sinus category. With an ultimate goal of expanding brand reach, the Zicam® team sought to increase digital brand engagement, reduce cost per engagement, and increase the number of email subscribers, while holding media spend flat year over year.
Solution and Results
Analysis of pay-per-click (PPC) data revealed that additional targeting of customers and active management of bidding strategies would produce efficiencies and increase engagement. Bidding strategies were aligned with cold season incidence data to optimize campaign performance. Analysis of direct mail campaigns revealed that click-through rates would benefit from ongoing A/B testing of subject lines and reengagement with nonperforming targets.
Along with increasing coupon downloads (41%), impressions (191%), and clicks (149%) while decreasing cost per click by 55%, reorganizing and optimizing SEM tactics increased website sessions by 84%, ad clicks by 86% and new email sessions by 92%. We’re pleased with these results, but not content. Arteric software engineers are now developing natural language processing algorithms to further enhance search engine marketing (SEM) performance.
SEM done right drives up the right traffic. SEM done wrong drives down budgets and campaigns. Let’s review how to launch smart, effective SEM programs and how to keep them that way.