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Why Grassland Beef Puts A Vendor In Charge Of Search And Social, Not The Platforms - adtechsolutions

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Why Grassland Beef Puts A Vendor In Charge Of Search And Social, Not The Platforms


Eight or so years ago, when Brent Jarvis joined US Wellness Meats, the beef company that operates direct-to-market Grassland Beef, the brand made a commitment to expand its reach by advertising in new channels.

However, it remained a small team of three without the necessary resources to generate creative and crisis data to make many new channels work. So in 2018, Grassland Beef began working with Albert AI, a social media and search optimization company, to position the brand in new sources and expand its customer reach.

These days, major platforms have their services powered by AI, Jarvis said. Google has Performance Max (PMax) and Meta has Advantage+ Shopping Campaigns (ASC). The point of these products is for the platform to place advertisers in multiple media channels enable more creative production and testing. But Grassland stayed with Alberta AI.

Putting an independent contractor like Albert AI in charge of those search and social campaigns means the brand retains visibility and control over its marketing, he said.

Creative visibility issue

One of the important visibility factors for Grassland Beef is the creative itself.

“We can actually see the results of the campaign and the artwork we’re using to know which ones convert and which ones don’t,” Jarvis said.

In contrast, PMax and Meta ASC campaigns do not report campaign creative information. For example, a candy brand’s Valentine’s Day YouTube campaign might use different creatives aimed at men or women. YouTube is a walled garden, so the brand doesn’t know which individuals clicked or converted on those ads. With PMax, the platform does the creative decision-making and optimization, and the advertiser doesn’t see which ad creatives performed best – or were used at all. But a brand managing its own YouTube campaign, as Grassland does with Albert AI, would see which creative specifically worked.

Creative visibility is also important, he says, because what works in the current campaign is often the impetus for the next campaign.

For example, Jarvis said that since joining Shopify in 2023, Grassland Beef has seen promising results from what Shopify calls its “collective.” It is a retail marketing product that allows Shopify merchants to sell on other people’s storefronts. Success with certain campaigns and creative strategies has led to interesting partnerships, he said, in selling things like spices and ready meals with other merchants.

Keyword disappearing

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Another visibility factor is search keywords.

Refining and managing search keywords is a challenge for US Wellness Meats, Jarvis said. “Use of terminology and language [by ad platforms] stretched beyond reason.”

Grassland Beef offers its own unique set of cattle breeding standards. His farms use no pesticides or herbicides, and the cows eat only grass in the pastures.

But any large meat company with huge factory production can claim “free-range” and “grass-fed” beef if they were once grass-fed on open range before being enclosed and fed grain or other additives, Jarvis says.

Grassland Beef advertises its cows as “grass-fed, grass-finished” and raised on “regenerative farms.”

But general consumers don’t always understand these subtle differences, which means education is a top priority for the brand, he said.

According to Albert AI data, the search term “grass-fed beef” contributed 15% of the company’s revenue attributed to Google Search and 580% in ROAS. In other words, when a company is able to educate and inspire a more nuanced starting point of search, the benefit is evident in the ad campaign data.

It’s up to the brand to differentiate itself, Jarvis said. On the other hand, he added, big meat producers can and do advertise using their own brand terms, such as “Wellness Meats” and “pasture-raised beef.”

But these statistics are possible because Grassland has a vendor that manages its search campaign that is not the default for the AI ​​platform.

With PMax campaigns, most search keyword data will disappear. Grassland Beef wouldn’t know which terms are driving traffic or how Google is refining its keywords to identify new opportunities. As if people looking for “lean protein” are unexpectedly landing on meat sites instead, based on conflicts with higher animal husbandry standards, this is a useful insight.

That’s the kind of data and keyword search strategy that disappears into PMax’s black box.

“By the way, I didn’t know the industry term ‘black box,'” Jarvis said.

But that’s the point, he added.

“We don’t have time to stay on top of all that stuff,” he said.

The efficiency gains are worth it, he said, if a vendor like Albert AI helps a brand expand into many new channels it otherwise couldn’t handle on its own.



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