2022 September Board Book

As consumers scroll through each of the landing pages on their desktop or mobile, they can find a comprehensive pairings chart of cheese categories with recommended wine, beer, non-alcoholic drinks, and chocolate pairings, as well as a designated Tips and Tools resource center featuring relevant articles and supplemental materials on all things cheese. Lastly, we introduced a Buzzfeed-like pairing quiz to match users with the best recommendation based on their answers to curated questions.

This fall, we will launch our one-to-one Spanish experience on RealCaliforniaMilk.com for our U.S.-based Hispanic audience. This experience provides us an opportunity to better serve our audience with culturally relevant content and improve the usability and overall value of the website for this audience. Search Engine Marketing Search is always changing, and we must continue to change with it. This year we’ve focused on optimizing toward the most cost-efficient keywords, maintaining 80-90% Branded SOV, updating the campaign based on Google’s latest changes (responsive and expanded text ads as well as moving from broad match to phrase match keywords), and incorporating Spanish language keywords and search ads. Non-Brand campaigns continue to be geo-targeted to California only, while Brand campaigns run nationally. We also meet with the MilkPEP, DMI and CA Milk Processor search teams several times per year to discuss search strategies and ensure we are not duplicating efforts. The “dairy mythbusting” SEM was implemented in 2021, and is continuing throughout 2022. This campaign focuses on addressing common misperceptions related to dairy and Health & Wellness as well as dairy and Sustainability. We are serving ads to those who are searching for facts/answers online and directing them to content on the RCM.com site.

2022 Paid Search: Impressions

Clicks

CTR

1,634,232

138,537

8.48%

Appendix