Nestlé Purina

Client Overview:

Nestlé Purina offers a wide range of pet food brands, from premium choices like Purina Pro Plan to budget-friendly options such as Dog Chow and Cat Chow. They also provide specialized diets like Purina Pro Plan Veterinary Diets and treats like Fancy Feast and Dentalife. With a focus on quality and diversity, Purina caters to various pet needs and preferences. 

Objectives:

• Increase Relevant Website Traffic: By targeting specific keywords and optimizing content, Nestlé Purina aims to attract pet owners actively seeking information and products related to pet nutrition.

• Decrease Bounce Rate by 30%: Addressing factors such as website design, page load times, and content relevance, Nestlé Purina seeks to retain visitors and encourage exploration beyond the landing page.

• Increase Engagement and Visit Duration: Through compelling articles and educational resources, Nestlé Purina aims to captivate visitors' interest, leading to extended visit durations and higher engagement metrics. 

Actions

User Experience Enhancement:

• Optimized Website Navigation: We improved website navigation by simplifying menus, adding clear calls-to-action, and optimizing internal linking structure.

• Page Load Speed Optimization: We implemented various techniques to improve page load times, including image optimization, browser caching, and minimizing server response times.

• Mobile Responsiveness: We ensured that the website is fully responsive across all devices, providing a seamless browsing experience for mobile users.

Keyword Research and Implementation:

• We conducted thorough keyword research, identifying high-value brand, category, and competitor keywords to target in their campaigns.

• By segmenting keywords into clusters and themes, we created targeted ad groups and tailored ad copy to match user intent.

Promotion Strategy:

• Brand Search Campaign: Purina's brand search campaign effectively promoted key brand keywords, driving relevant traffic to specific product pages and educational resources. Ad extensions provided additional value to users, leading to higher click-through rates and engagement.

• Category Search Campaign: Purina's category search campaign targeted generic pet food and nutrition keywords, positioning the brand as an authority in the industry. Comprehensive landing pages provided valuable information, attracting users interested in pet care and nutrition.

• Competitor’s Search Campaign: By targeting competitor keywords, we effectively captured users considering alternative brands. Highlighting unique selling points and offering comparisons with competitors helped differentiate Purina and persuade users to choose our products.

Results

Increased Web Traffic by 22%: We achieved a significant increase in web traffic, driving 22% more visitors to their website through targeted ad campaigns and improved user experience.

Decreased Bounce Rate by 37%: We successfully reduced the bounce rate by 37%, indicating that visitors were more engaged and likely to explore multiple pages of the website.

Increased Visit Duration by 62%: We saw a substantial improvement in visit duration, with users spending 62% more time on average navigating the website and engaging with content.