Graco wanted to increase return across their marketing programs. The challenge for us: increasing conversion volume on search engine marketing (SEM) campaigns, including both search and shopping, at an efficient ROAS.
As one one of the longest standing brands in the baby gear space and a household name for baby products, search volume for Graco’s brand name is high but not all search queries for their brand indicated intent to purchase. We adopted a more targeted strategy, bidding on users with higher purchase intent. This shift made more efficient use of SEM dollars and resulted in a meaningful lift in sales through the channel.