Sector
Paid search for fmcg
No direct sale, a retailer between you and the customer, and search used for brand, reputation and sell-through. The measurement is different, and so is the strategy.
Sectors / FMCG
What makes it different
Most FMCG brands do not sell online themselves. The customer buys at Tesco, Amazon or Boots. Paid search therefore has to do a different job: protect the brand on its own terms, own the category questions, send demand to the retailers that stock the product, and respond fast when a reputation issue hits the news.
Where the money is lost
- Measuring search on clicks when the objective is sales at a retailer.
- Retail media and brand search run by different teams with no shared plan.
- No plan for a reputation issue, so the brand’s own search results are full of the story.
- Category questions answered by competitors and, now, by AI assistants.
What Joseph does
- Sets objectives search can actually be measured on: share of category search, retailer traffic, sentiment on brand terms.
- Coordinates brand search with retail media on Amazon and the grocers.
- Builds a reputation playbook, ready to run the day a story breaks.
- Measures and improves how the brand appears in AI answers to category questions.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.