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MAGGI, a well-known food brand, wanted to make more customers aware of its vast recipe collection without overburdening the company’s staff. Comparing the standard keyword campaigns with DSA, the brand was able to prove the efficiency of DSA in increasing the brand’s visibility and at the same time simplifying the management of the campaign.
Objective
Enhance recipe page discoverability and reduce campaign management time
Platforms
Google Ads
Strategies Used
Dynamic Search Ads vs. Standard Keyword Campaigns
Results
600% increase in visibility and discoverability, 207% decrease in planning and implementation time
Increasing discoverability of numerous recipe pages within a competitive online landscape.
Dynamic Search Ad Experiment
Launched a DSA campaign to test its impact on recipe page discoverability.
Campaign Structure
Created control and test groups with equal budgets for comparison.
Shifted focus from standard keyword campaigns to Dynamic Search Ads.
Increase in visibility and discoverability
Decrease in planning and implementation time
MAGGI’s experiment also shows how Dynamic Search Ads can be used to achieve the greatest reach for content. This was made possible by automating the creation of the ads hence reducing the operational load of the brand while at the same time increasing the coverage of the ads. Thus, this case indicates that DSA may be of great value for content-intensive websites aiming at enhancing reach and improving campaign control.
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