Client Overview: Maple Guild is one of the largest organic Maple Syrup producers in the United States with strong retail relationships sold nation-wide in Walmart. Maple Guild farms, produces, packages, and sells organic Grade-A Vermont maple syrup. Since its inception, they have branched into multiple maple products including vinegar, soft drinks, flavored syrups, butters, creams, and more.
Before Galactic Fed, Maple Guild had never done any paid media or digital marketing outside of building a website. Their website was built in 2018 (approximately one year before contract start) and had less than 100 customers throughout that year purchase directly on their website.
Our goal was to create base metrics to determine the feasibility of scaling paid media efforts. This includes showcasing conversion rates, cost per add to carts/purchases, ROAS, and brand awareness metrics such as ad recall lift and social media following.
Strategy: Google Ads
Our Google Ads strategy consisted of a mix of Search (70% of Budget), Smart Display (10% of Budget), and Smart Shopping (20% of Budget).
Our search campaigns consisted of two types of campaigns on Google:
- Brand Campaigns – Targeting Maple Guild brand queries
- Competitor Campaigns – Targeting queries for other large syrup producers
Galactic Fed used Google Shopping Campaigns for generic keywords and SKU related keywords to push for purchase.
Facebook Ads
Facebook Ads budget was split 50 / 50 between Conversion Campaigns (optimizing for Add To Cart due to little data) and Brand Awareness (optimizing for Ad Recall Lift).
During the Holiday season (Black Friday / Christmas), budget switched to 75% conversion and 25% brand awareness leading to timing specific coupons and deals for Maple Guild packaged products.
Landing Page Development
For Maple Guild, top product specific landing pages were created to increase conversion rate to purchase, simplify checkout / decision-making, and lower steps / clicks taken to get individuals to purchase.
Associated with these landing pages were bespoke 10% discounts for immediate purchasers, creating an urgency effect and increasing purchase rates.
Performance Results
