PPC was restructured in conjunction with the website. Based on content changes and strategy integrations between the site and online marketing efforts, it was critical to benchmark performance pre and post. We were out to improve all metrics—especially conversions–as well as the quality score of high value keywords. With the competitive nature of recipe aggregators online, improving the quality score of high value keywords provides tremendous efficiencies in terms of garnering high click volumes at lower average CPCs.

Continually testing ad copy improved interaction and conversion rates. Understanding how consumers respond is critical. Calls to action and inquiry proved successful along with variations touting the “Healthy” nature of the product.

In the end, all paid search metrics improved with the campaign restructure: recipe print conversions, CTRs, and quality scores increased, while average cost per click decreased.

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