Incrementality: Connecting the dots between paid search and sales growth
CeraVe: Winning Brand Strength in the Skin Care Category
Please Note: All insights are extracted from publicly available data including search ranking, volumes, pricing, content and reviews.
Why is CeraVe Winning on Brand Strength in the Skin Care Category?
CeraVe ranks #1 on brand strength in the skincare category, beating out leading brands such as Neutrogena and Olay, while fighting off up-and-coming challengers like La-Roche-Posay and EltaMD.
WHAT IS BRAND STRENGTH?
Having a strong brand is essential for any business. Brand strength is the unaided quality of your brand and it shows how often consumers search for your brand specifically instead of competitor products when looking to purchase in a given category.
Measuring and improving your brand strength can be done by optimizing your media mix, which will help drive future growth in retail ecommerce. Let’s take a look at how to do this.
HOW TO MEASURE BRAND STRENGTH?
Measuring brand strength can be done by comparing the volume of branded searches for every brand in a particular category. Tracking this data over time will show which brands are becoming more prominent and it will give you an idea of what strategies you should implement to improve your own brand strength.
HOW DID CERAVE WIN ON BRAND STRENGTH?
Optimizing your media mix is the best way to improve your brand strength. CeraVe uses upper funnel activities such as DSP, Sponsored Brands and Sponsored Display that target prospective shoppers in their category.
They additionally used lower funnel tactics like shopping ads and dynamic remarketing to help drive conversion for customers who are familiar with or have already expressed interest in their product or service.
The combination of these two types of activities created an effective and efficient media mix that helped build awareness, drive conversion, and improve customer loyalty over time–all leading to increased sales and higher profits margins.
BRANDED SEARCH RANKINGS ON AMAZON IN SKINCARE
CeraVe’s investments helped them dominate with 10 different branded search terms in the top 20 in the category. This is supported by their #1 ranked content score.
WHAT ARE THE OTHER FACTORS TO WIN IN RETAIL ECOMMERCE?
It can be difficult to really understand the success of your retail ecommerce business, given all the factors and metrics that go into it. In addition to Brand Strength, there are eight key metrics to consider when evaluating your performance in the world of retail ecommerce.
Read all about them here: 8 Factors to Win in Retail ecommerce