Pure ROAS optimization is quietly cannibalizing your actual retail growth. Dr. Squatch’s Director of Retail Shopper Marketing, Sylvia, explains how to align ad campaign structures with omnichannel incrementality.
Treating physical and digital sales as isolated channels creates overlapping bids and drives up your own CPCs. Instead of blindly competing against yourself on branded terms, brands must structure manual and auto campaigns to capture new-to-brand shoppers. Sylvia shares the exact mechanics behind shifting media dollars away from basic conversion hoarding toward strategies that generate true foot traffic and digital market share at Walmart.
For CPG operators struggling to break single-digit digital penetration, this conversation provides a clear blueprint to reorganize ad spend for measurable store growth. Please subscribe and share this specific episode with a peer stuck in the ROAS trap. Are you currently keeping your branded keywords in both auto and manual campaigns?
