2024 March Board Book

Search Engine Marketing In 2023, we focused on optimizing toward the most cost-efficient keywords, maintaining 80%– 90% Branded SOV (Share of Voice), updating the campaign based on Google’s latest changes, supporting dairy holidays & Dairy Mythbusters with relevant keywords/copy, and incorporating Spanish-language keywords and search ads. Non-brand campaigns were geo-targeted to California only, while brand campaigns ran nationally.

Lastly, to ensure we did not duplicate efforts across brands, we met with MilkPEP, DMI, and CA Milk Processor search teams several times throughout the year.

We’ll continue building on the success of the past year as our 2024 search campaign kicked off on 1/1/2024.

2023 Paid Search:

Impressions

Clicks

CTR

3,529,613

311,220

8.82%

Appendix Paid Social Performance: The chart below shows social metrics for evergreen content across FB/IG and Pinterest through CMAB and influencer channels, from January through June 2023.

January–December 31, 2023: Content

Impressions

Engagements

Video Plays

Always On (Brand)

263,808,278

197,092

13,058,785

California Freestyle

83,814,401

70,164

8,415,101