Θ For Facebook and Instagram, we started with a broad audience and adjusted accordingly once top performers began to stand out. In addition to our data-informed learnings, we utilized Faraday (a predictive consumer behavior platform) to leverage expanded audiences and increase the potential customer pool. Because we invested time testing audiences, we targeted a more engaged potential audience pool, increasing the likelihood of potential customers converting (while simultaneously decreasing the cost per acquisition of each new customer).

Θ On Google and Bing, we divided campaigns into branded and non-branded groups to utilize unique match types and bidding strategies for each segment. We also fine-tuned campaign audiences to target past visitors on the website, in-market and affinity audiences, specific demographics, and geo-targeted locations. These metrics allowed us to easily maintain seasonal flexibility.

Θ To ensure all campaign optimizations aligned with our KPI of growing new customer acquisition, we maintained open communication with the Canopy team and adjusted ad spend concerning customer acquisition costs. This resulted in higher conversion rates and lower costs after each optimization/iteration.

Θ Similar to the approach we took with paid search, we created branded and non-branded shopping campaigns. Each campaign was then segmented into three distinct product types: humidifiers, diffusers, and aroma kits.

Θ To guarantee that the correct keywords were triggering our ads and our ad budget was being spent efficiently, we maintained a healthy list of negative keywords. We also increased bids and adjusted targeted conversion value goals as shopping data was collected and analyzed, guaranteeing our impression share was as high as possible.

Θ To accelerate increasing the domain authority score, we partnered with a press agency to support the link-building process, targeting high-authority websites.

Θ Once Canopy’s website had a solid foundation of content that was SEO optimized, we developed a content strategy to amplify and support it. We compiled a list of keywords and questions and created new blog content targeting them. This effort alone lead to a massive increase in organic traffic, domain authority score, and reader/brand trust. We strategically generated content that contained seasonal keywords for winter during the summer months and vice versa. This 3-6 month time frame allowed the content to gain SEO traction and rank higher on search engines during the targeted peak season(s).