2023 March Board Book

Search Engine Marketing Search is always changing, and we must continue to change with it. In 2022 we focused on four key areas: 1) optimizing toward the most cost-efficient keywords, 2) maintaining 80%–90% Branded SOV, 3) 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 4) incorporating Spanish-language keywords and search ads. Non-brand campaigns continue to be geo-targeted to California only, while brand campaigns run nationally. One Non-Brand campaign of particular interest is the Dairy Mythbusting campaign, for which, we lead users to our Sustainability or Health & Wellness landing pages to learn the truth about dairy’s benefits.

We also meet with the MilkPEP, DMI, and CA Milk Processor search teams several times throughout the year to discuss search strategies and ensure we are not duplicating efforts.

In Q4 2022 we tested search campaigns revolving around dairy-specific national holidays (National Nacho Day & National Cookie Day) as search volume spikes around these events. We were happy to see that these holidays performed well, with National Cookie Day achieving the highest CTR of all non-brand campaigns.

In 2023 we plan to expand on the Spanish-language keywords and dairy-specific national holidays while keeping in mind our brand SOV goals.

2022 Paid Search:

Impressions

Clicks

CTR

3,469,380

298,179

8.59%