
This Week in CPG 02/10/25
News from W, Lotus Foods, Glonuts, My Better Batch, Tiny Sprouts Foods, Spritzal Cookie, Koia, Rotten, Daddy’s Homemade, Curious Elixirs and Daily Crunch Snacks.
by Foodbevy
This article brings together insights from a conversation I had with Andy Janaitis from PPC Pitbulls. We discussed the launch of my new brands, Joyful Co and expanding its online presence by leveraging Google. This article walks through the strategy on how to maximize the benefits of Google Ads.
As a quick intro, my other company, Good Food Brands rebranded as Joyful Co. The aim was to establish Joyful Co as a premium gifting destination, featuring diverse founders and small businesses.
Leveraging Google as a Strategy involves focusing on search visibility and optimizing for organic and paid search results. The goal is to maximize visibility of your brand and products so that potential customers can easily find you when searching for your brand specifically, or the category generally.
First it’s important to understand consumer search behavior. People are going to Google to look for:
Let’s break down how to optimize for each.
It’s still important to rank in the first search result on Google, or at least the first page. With Joyful Co being a new brand it has no search visibility.
The fist step is to set up a 301 redirect from the old site, mapping it to your new pages. This makes sure you’re not losing traffic from your old site.
Then, you’ll want to update your page meta title and meta description on your e-commerce site so it’s easy for Google to understand what your page is about.
Next, ensure your brand is the first search result every time by setting up a Google ads account and biding on your company name and any common misspellings. For me, that would be things like “Joyful Co” “Joyful” and “Joyful Company”.
The second way that people are using Google is to search for products that solve their need. Since Joyful Co is a gifting company, this would be things like “Mother’s Day gifts” or “best gifts for birthdays”.
As a brand, you should use a tool like SEMRush to analyze what search terms people are using to find products like yours. This could be looking at your own site, or for competitors.
On the organic side, creating landing pages that highlight each of these use cases and products they can purchase is a strong way to rank for these terms. The landing page should clearly address the problem being searched for, light education, and your product with how it solves it. Strong pages also include customer testimonials.
Once you have the landing pages setup, use Google Ads to drive specific traffic here based on the keyword searches.
The other reason people are using Google is to search for answers to their questions. So what questions are people asking that you can lend your expertise in? For Joyful Co, this may be around “The best Mother’s Day gifts in 2023” or “How to send the perfect birthday gift?”. The key is that these questions may not directly lead to a product, but you can highlight your offerings by answering their questions.
Organically you can utilize the blog feature on your site to answer all the top questions that people have in your category. This way you can create lots of content, but it doesn’t crowd up the main user experience on your site. How do you come up with the questions to answer? Again, thing about things from your consumer perspective. How are they discovering you? What problem are you solving? What questions do they have around products like yours? What’s the larger trend that your products are part of?
Forij Mushroom Granola has done a great job building out an extensive library of blog content educating around functional mushrooms, what they are and how to use them. None of it’s actually about granola, it’s all about functional mushrooms.
At then end of each article you should include a call to action connecting your products to the educational material and ask for them to buy.
You can then utilize your analytics to see the most popular content and then boost that using Google Ads.
How do you know if any of this is working? By utilizing Google Analytics you can track everything that’s going on with your website, for free. Joyful Co can effectively track and evaluate website performance, customer behavior, traffic sources, and conversions. The data gathered through Google Analytics provides valuable insights into the effectiveness of the marketing strategies above and allow for data-driven decision-making.
Let’s dive deeper into Google ads. When getting started with Google Ads you want to create consolidated campaigns and use automated bidding to maximize efficiency.
Performance Max campaign
Start with a Performance Max campaign, which is Google’s new way of leveraging automation to create the most effective campaigns. You input 5 headlines, subheadlines, images, and links, and Google will mix and match them to find the most effective combinations.
Google Shopping
Then Joyful Co would leverage Google Merchant Center to link our store with Google’s “Shop” feature that shows up at the top of search results. This way, people can link directly to products they’re looking to buy. This has become a really competitive space, and if other online retailers are selling your products, they are bidding in these sections.
Brand Search
As mentioned above, you also want to implement a paid brand search campaign to make sure customer can find your website when searching for it.
By implementing these Google Ads strategies, Joyful Co aimed to enhance its visibility, reach its target audience effectively, and ultimately drive conversions and business growth.
By adopting a customer-centric approach, leveraging Google for brand visibility, implementing effective marketing strategies, and optimizing Google Ads campaigns, you can establish a strong online presence and show up when and where consumers are looking for you.
Want to build an effective Google strategy for your brand. Andy at PPC Pitbulls is offering a Free 30 min strategy call. He’ll get to know your business and your unique goals, and you’ll leave with a few actionable insights to improve your digital marketing today.
News from W, Lotus Foods, Glonuts, My Better Batch, Tiny Sprouts Foods, Spritzal Cookie, Koia, Rotten, Daddy’s Homemade, Curious Elixirs and Daily Crunch Snacks.
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