Capturing consumer attention on the digital shelf is no longer optional – it's paramount for brands seeking to grow and maintain sales. And in today's crowded digital marketplace, blending in simply isn't an option. 

Securing high-visibility placements is essential for capturing consumer attention and driving growth. One prime way brands can appear as a top choice for customers in an active shopping mindset is through sponsored search. This powerful solution puts great power in the marketer’s hands, and also presents the need for a strategic approach.  

Sponsored search highlights specific products directly on retailer’s websites, reaching high-intent shoppers. Typically seen as a lower funnel marketing tactic, brands invest to have their products featured prominently within a retailer's website search results. A key advantage is that it often operates on a cost-per-click model, meaning brands only pay when a shopper actively clicks on their ad, demonstrating a clear interest in the product and making it a highly efficient way to drive add-to-carts. 

By appearing prominently on product listing pages, brands can achieve digital share of shelf, capture valuable visibility, drive product discovery and influence purchase decisions right at the point of sale. And because of its efficient cost model, sponsored search has become popular among brands and customers alike. In fact, every 5 seconds, a product is added to a basket from a sponsored product tile on our e-comm platforms (Source: Loblaw Internal Data, 2024).  

Incorporating sponsored search in the overall marketing strategy places brands in front of high intent shoppers at the precise moment they’re ready to buy, which drives immediate impact, maximizes conversion opportunities, and fuels e-commerce growth. In one of our own pilots with high-value campaigns among multiple brands, we drove a 13% increase in ROAS through a few simple levers. 

1. Cast a wide net with relevant keywords.

There are a few ways to expand your search terms, and it’s better to go broad than targeted. The beauty of sponsored search lies in its cost-effectiveness – you often only pay when a customer clicks, making it a smart way to expand your reach.

Think beyond the obvious synonyms; if you're selling "dish soap," also target "dishwashing liquid” and "dish detergent,". Consider related products, such as a coffee brand targeting "coffee filters," "sugar," and "creamer." Lifestyle keywords can also be effective; if you sell organic snacks, target "healthy snacks for kids" or "organic lunchbox ideas." And finally, account for common misspellings – you'd be surprised how many searches are slightly off!

2. Unleash the power of product variety.

Don't just focus on your best-sellers. Target a diverse selection of products within your campaigns. Include a mix of your top-selling products, new product launches, and even products that might be underperforming.

Consider creating product bundles and targeting keywords related to those bundles. This can increase average order value and introduce shoppers to new products. For example, a brand that sells a variety of products like chips, popcorn, and dips, could create campaigns targeting "entertaining snacks" with popcorn and chips. This diverse approach allows you to capture a wider range of shopper intent and introduce customers to new products, widening your brand’s overall sales potential.

The key is to experiment with different product combinations to see what resonates best with your target audience, and leverage product attributes like flavor, size, or ingredients to create more targeted campaigns.

3. Optimize your bidding strategy for maximum ROI.

Data is your best friend when it comes to e-commerce growth. Continuously analyze your campaign data and identify keywords driving the strongest Return on Ad Spend (ROAS). Increasing bids on these high-performing keywords can capitalize on their effectiveness and maximize your return on investment.

While clicks and impressions are important, ROAS is a key metric which tracks the keywords actually driving sales. Consider utilizing automated bidding strategies offered by retail media platforms (like MediaAisle^TM Sponsored Products) to optimize your bids in real-time, but supplement that with manual adjustments based on your own insights and analysis.

4. Take an always-on approach.

In the fast-paced world of grocery e-commerce, consistency is king. An always-on approach ensures your brand maintains consistent visibility, staying top of mind throughout their entire purchasing journey, regardless of the day or time. Pausing your sponsored search campaign is like closing your physical store for days at a time – you're missing out on valuable opportunities to connect with shoppers and drive sales. Consistent ad exposure keeps your brand top-of-mind, reinforcing awareness, strengthening connections and fostering long-term loyalty.

Brands that maintain an always-on strategy could see sustained increases in their share of voice, leading to long-term growth and a stronger competitive position.

Ensure you allocate enough budget to maintain consistent campaign performance, while continually optimizing them, to ensure your competitors don't capture the sales that could be yours.

5. Leverage the right technology to scale and optimize.

Managing sponsored search campaigns across multiple retail media networks can quickly become overwhelming. Spreadsheets and manual processes simply can't keep up with the complexity and volume of data.

Using the right platform empowers you to make data-driven decisions, optimize your campaigns in real-time, and ultimately, achieve a higher return on your investment.

To truly master these strategies and streamline your sponsored search efforts, consider leveraging a dedicated platform like MediaAisle^TM Sponsored Products. Our platform provides the tools and insights you need to efficiently manage campaigns, optimize bids, analyze performance, and ultimately, dominate the digital aisle. Plus, by advertising with Loblaw Advance^TM, you’ll be able to reach over 11M monthly unique visitors to our e-commerce platforms (Source: Internal data). 

Ready to unlock the true potential of Sponsored Search and drive explosive growth for your brand? 

Contact us today to learn more about MediaAisle^TM Sponsored Products and how we can help you achieve your business goals.