Happy Tuesday! 

We're back and things look a little different. We promise it's good.

In this newsletter:

• 110% increase in ROAS for milk-alternative Oatly
• 5 questions to ask after a crashed campaign
• How Walmart's clean-up effort lost them billions in sales
• What to do if Google's algorithm update hurts your rankings

The Marketer-Approved Ad Workout that Gave Oatly a 6-pack

The Situation

When the pandemic sent Oatly lovers online for their milk, Oatly partnered with 97th Floor to build their Google Merchant Center. Our teams improved campaign results for several months, always looking for ways to propel Oatly’s online momentum further.

The Strategy

An SERP analysis showed Oatly’s competitors in top ad positions selling single cartons of milk for $5 or less. Oatly’s ads promoted a 6-pack of milk at $32.

But... the Oatly ads only showed a single carton. To shoppers, it appeared Oatly was charging 6x what competitors were changing for one carton. Yikes.

Our team immediately adjusted the product image and description to show the 6-pack cost at $32 and the single carton cost at $4.

The Results

These changes are small and relatively simple, but that level of precision brought significant improvements in account performance. 

Month over month the account saw the following improvements:

• 14.36% increase in CTR
• 36.57% increase in conversions
• 110.84% increase in ROAS

Chatter

What employees are thinking about at 97th Floor.

• Reactive vs. proactive SEO - what's the better approach for an algorithm update?
• How decluttering cost Walmart $1.85 billion 
• 5 questions to ask when a campaign crashes

• Can you pick out "Coke Red" from a lineup?

News

Happenings & stuff you should know.

• On May 25, Google released 2022's first broad core algorithm update. The rollout will take 1-2 weeks. A negative rankings impact doesn't necessarily indicate a problem on your pages, but Google offers some advice about core updates. 
• A bipartisan group of senators proposed legislation that could force Google to break up its online-ad business. The Competition and Transparency in Digital Advertising Act would amend 1921 antitrust law and could also impact Meta and Amazon. 
• Reddit shared an infographic of best practices for connecting with the platform's highly engaged and niche communities.

What did you think of this newsletter? Reply and let us know.

If you enjoyed it, please consider sharing with a friend. 

Have a great week! We'll see you soon.