Nowadays, shoppers' behaviour had changed greatly as they tend

to search for their desire products and services via Google.

So, using Google Search Engine Marketing as the execution was

a consumer-centric way to promote CP FreshMart's promotion and point out

for the customers our offers are better.

It created a good experience for customers which draw their attention

to the brand and its promotions since the First Touch Point in Customer Journey.

CP FreshMart is a small supermarket in Thailand's overcrowded

fresh food industry where everyone competes with promotion and services

to be No.1 in the line.

Being giants in the business, our competitors can afford spending

top money to secure the first position on Google which we can't outspend them.

Therefore, we tried to maximise our limited-budget with a mix of creativity and media strategy.

Our challenge was to increase online sales from first-time users at least 1X in order to stay in the race.

Since the competitors are bidding for the first spot on Goggle

with bigger media budget, we decided to give it to them

and bid for the 2nd position instead.

By securing the lower position, we took the 1st position as a reference point

for us to tell the customers that our offers are better using simple headline like

'If you'd like actual 'Free Delivery' with no minimum spend, order from us.

We're not kidding.'

Its frankness drew attention to the promotion and make

the customer give the brand a try.

Target : Male/Female 18-54 YO

Approach : Thai shoppers who are keen on shopping groceries online are

also like to search for the most valuable promotions, products,

and services via Google.

Therefore, we highlighted CP FreshMart’s unconditional ‘Free Delivery’ service,

our unique selling point, and openly compare it with the competitors’ conditional ‘Free Delivery’.

Whenever the customers search for other brands, they will see right away

that our offers are better.

Being Search Engine Marketing ads, we made sure that the headline were direct, simple yet catchy so the customers would get the message right away

that our offers were better, for instant;

"The brands before us offer ?‘free delivery’ with minimum spend.? ?

If you’d like actual free delivery with no minimum spend,??order from us.

We’re not kidding!"

Or this one "Stop! ?please read this?before clicking! ??

The brand before is overcharging you for delivery.?

?Choose CP FreshMart ?and get free delivery ?with no minimum spend!"

Timeline : 1 - 31 Jan 2021

Placement : Google Search Engine Marketing

The campaign wrapped up with some unexpected numbers as follows;

- 151% increase in total number of customers^,

- 2X number of new users,

- 5X average Click-Through Rate for Household goods,

- Campaign budget of $18,750,

- Return on Ads Spend up to 16X,

- $300K total earning in a month.

- 108,777 Impressions

- KPIs for Jan 2021 : 3,800 New Users

- The Result of Jan 2021 : New User 6,615

^Month-on-Month comparison with Dec 2020?

*Based on Thai currency

Since the consumers were already keen on getting the most valuable option,

once they've seen that our offers were unconditional, they were willing to try ordering from us which resulted in the double number of new users.

The more competitors' keywords are searched,

the more customers know about us and our superior offers.