Strategy and tactics

Chobani used brand term targeting in their Sponsored Products and Sponsored Brands campaigns to evaluate how effective this strategy was in helping them achieve their goals.

They optimized their campaigns based on their ad spend and ROAS goals, testing different levels of investment and regularly optimizing bids to improve efficiency.

The brand used high-performing keywords from previous Sponsored Products campaigns and frequently searched category keywords. They set a moderate base bid across most of the keywords associated with certain other brands. For a specific set of other brands, they bid more strategically across a broad range of exact-match terms, gradually increasing those bids to help prevent these brands from gaining category share of voice.

Chobani strategically day-parted their spend to ensure their ads served during the most active-shopping hours.

Campaign dates: January – April 2024

Key takeaways

• Add brand term targeting to Sponsored Search campaigns to help boost new-to-brand sales and gain incremental value, especially in high-traffic seasonal periods.
  
  
• Regardless of spend level, brand term targeting can show deeper optimization opportunities to help encourage more effective campaign adjustments.​
  
  
• Run a test-and-learn campaign for core products, then expand to other categories and Sponsored Search campaigns.

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