Home  › Stats › Ad Industry Metrics › Ad Spend

Major CPG Companies Put More PPC Budget Into Brand Awareness

  |  December 13, 2013   |  Comments

Consumer packaged goods like toothpaste, soda, and candy are typically sold through a third-party retailer; however, that's not stopping some of the largest brands from using PPC for brand awareness campaigns, according to a new AdGooroo study.

Some of the top manufacturers of consumer packaged goods (CPG) – those products like soda, candy, liquor, and toothpaste – are using paid search not for direct sales, but for brand awareness – just like they would television ads. This, according to a recent study by AdGooroo, which looked at the PPC strategies of some of the biggest consumer brands in the world like Coca-Cola, Kraft, and others.

Usually, brands investing in PPC want to see a direct return on investment. Companies that sell CPG do so through third parties like grocery stores, not usually direct to the consumer. Nonetheless, these brands have a budget – averaging 6.2 million per month – and growing, according to the research.


The following table shows the top 50 CPG brands advertising in paid search, with the top three being KraftRecipes.com (owning 16.8 percent of total CPG impressions), BettyCrocker.com (6 percent of total CPG impressions) and McCormick.com (4.1 percent of total CPG impressions).


So what exactly was their strategy? AdGooroo said they took a “brand laddering” keyword approach where:

CPG marketers attempt to maximize share of voice by layering their keywords with terms that span different stages in a consumer’s awareness and usage of the brand, including: brand terms (“Special K”), product terms (“breakfast cereal”), problem/need terms (“healthy recipes”), and finally, occasion terms where the product would be used (“how to lose weight”).

Looking at some specific categories within CPG, we can see the various campiagn tactics. In the baking mixes category, AdGooroo found “the vast majority of top keywords in the Baking Mix subcategory are related to desserts and dessert recipes.” Here, you can see the Duncan Hnes keywords:


CPG manufacturers of beer have no trouble understanding their audience, and the relationship between football and alcohol.

“Paid search leader BudLight.com’s keyword strategy can be summed up in one word: football. Specifically, the term 'nfl draft' accounted for more than 2.6 million of its 4.9 million total impressions during the period,” AdGooroo said in its report.


In the oral hygiene category, Colgate used paid search to perform special outreach, too – to diabetes sufferers – forging campaigns that raise awareness about the elavated risk diabetes sufferers have for gum disease. 


For a more in-depth look at 12 CPG categories, their impressions, keywords, and PPC campaigns, you can get the AdGooroo report here

This article was originally published on Search Engine Watch.


Jessica Lee

Jessica Lee is the founder of bizbuzzcontent, a boutique content services company that offers quality content creation services and content strategy consulting.

Since 2005, Jessica has been in the business of content and communications, with the past seven years focused on the Web marketing space.

Prior to launching bizbuzzcontent, Jessica was responsible for content strategy, development, and marketing for Bruce Clay Inc. - a global SEO firm, where she served small businesses and Fortune 500 clients.

Jessica has a bachelor's in communications and public relations from San Diego State University.

She contributed to the book Search Engine Optimization All-in-One for Dummies second edition, and her writing is featured in an active college textbook, Reading and Writing About Contemporary Issues.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.