2018 September Board Book

Impressions

Views

Clicks 2,521

CPV

1,577,720

584,347

$0.03

In October ‘17, we changed the YouTube content strategy to feature two videos each month, one commercial and one recipe. We have continued this strategy throughout 2018, juxtaposing both recipe and food content within our YouTube ad strategy to showcase California Milk’s diversity.

Return to Real – Respect the Tortilla

Stacked Grilled Cheese

Impressions: 219,954

Impressions: 272,269

Views: 113,134

Views: 97,076

Spicy Carrot Nachos

California Queso Fundido

Impressions: 211,579

Impressions: 192,267

Views: 65,319

Views: 61,616

Search Engine Marketing: In 2017, we focused on tapping into more highly qualified traffic that would stay on our site longer. We optimized the structure of the ads to adhere to Google’s updated standards and continued to look for the best keywords to match our quarterly messaging pillars. In 2018, we continued to build on this strategy and decided to focus only on Google rather than both Google and Bing moving forward. Google is the leading search platform and by shifting focus to Google only, we are able to increase our share of voice. We also have shifted from a national search approach to focusing on our top 26 markets in terms of sales. This also allows us to increase share of voice and allows us to reach consumers who we know are more familiar with our brand. From here, we will analyze each market’s performance and optimize toward the best performing markets. We will also be adding Google’s new "in-market" audience that enables us to target people who show strong purchase intent or interest in our brand. This new feature will be implemented once it’s available for the food category. We are also working more closely with our national partners: including MilkPEP, DMI, and Got Milk to share information pertaining to our individual search efforts to maximize industry messaging.