In order to aggressively scale, we first dove into the data. We saw that Beer Drop’s basic membership plan was the highest performing and most competitively priced. Our strategy was to grow this specific membership plan with Google Shopping Ads, the best-converting ad format.
Next, we focused on expanding the non-brand keyword portfolio. Additions were made to capture searches based on beer type and gifting. A highly structured dynamic search campaign was also created as a tool for keyword discovery.
The final element of our deployed strategy was to focus on ways to cut excess and inefficient spend across search and shopping. We discovered that while Beer Drop delivers across the country, some states that don’t allow alcohol shipping were included in location targeting. We moved these states to the exclusion list and redirected that spend to the highest performing locations.