Ocado are changing the landscape of online advertising and are launching a new native ad serving technology with the aim to create better experiences for its publishers and a more personalised experience for its customers.
Suppliers will be able to use the Citrus platform to bid for Featured Product placements on Ocado.com. With Citrus, you’ll now be able to bid to have your products promoted to the top of relevant search results pages and track your campaigns' performance in real time.
Ocado Advertising Opportunity
Orders / Week
The Power of Search
Search is the most popular way for customers to shop Ocado’s extensive range
Adds from search
Suppliers will be able to elevate individual products in to the Featured Product area on Ocado.com.
Suppliers use the Admin Portal to select products to elevate and set budgets to drive their advertising strategies.
Much like Google Adwords, Facebook and Amazon AMS, the Citrus Advertising system works via a relevancy based “Cost Per Click” auction. Meaning the more relevant your product and the more you’re willing to pay, the more chance your products have of being shown to a customer. It also means that this is a fully transparent “performance only” ad platform, so you only pay for results.
There are no minimum spends associated with the platform - whether you are a multi national or a local producer, the system is available for you to use.
About Sponsored Products
Featured Products Can Capture a High Share of Potential Purchases
This SKU was placed as a featured product on “cheddar” searches
Every customer who searched the term saw this product first
The % adds of this SKU from this search term increased up to 20% of all ads
3 Critical Reasons
why online product positioning is important
The Power of Top Position
Ads in position 1 received 3x more clicks than products in 2 & 3 and 9x more clicks than ads in position 5.
1st Row vs 2nd Row
Sponsored Products in the second row of results received half the amount of clicks as those in the first row
The average sponsored product sees an increase in unit sales of 94%
Point of Purchase Advertising
Advertising at Ocado gets you in front of millions of customers right at the point of purchase. When your potential customers browse the Ocado website they are there to buy, unlike when they are using social media and search engine platforms .
Manage SKU's Individually
Suppliers can also decide which products they would like to place in the category aisle and search result pages. These could be the highest margin products, or products that are on promotion. SKU level control also helps when people type in your brand name, so you can sort the order in which you want them to see your product range.
Suppliers are now able to bid on key positioning within their respective category aisles and key word search terms. This means you can promote to customers when they are searching for products like yours.
Pay Per Click Only
Citrus is an auction based CPC model meaning it is instantly familiar and performance based. As part of the ad configuration process, you can set a maximum bid price for an individual SKU, a daily budget and you only pay if the product has been displayed or been clicked on by a customer. The fact that Citrus allows you to track sales means ROI can be clearly tracked.
Real Time Reporting
Unlike many digital marketing platforms Citrus actually binds every impression and click to a sale giving you real time ROI. The solution refreshes its database every 60 seconds giving you to the minute accuracy and visibility over every one of you products and campaigns. You are also able to download any reports via CSV for internal reporting and usage.
An Ad Platform That's Easy to Use
Digital advertising systems can be hard to use and sometimes hard to measure. This system is different. The Citrus Ad system lets you create ads in seconds and measure performance in real time. Just start by clicking the green “Create Campaign” button and the help wizard will navigate you through the process from start to finish.
1. Select Products to Promote
Your products will automatically be loaded into the ad system allowing you to search for your products by name or barcode and add them to your campaign.
2. Select Budget to Spend
You are in full control of your ad spend including how much you’d like to spend per product SKU, per day and the maximum you are prepared to pay to be shown to the customer.
3. Target your Audience
Further refine your customer targeting by adding “search terms” that match your target audience. This function means your ads will appear when the search term is entered by a customer.
Advanced Campaign Features
Run Campaigns Your Way
Along with a range of clever features such as unlimited keyword targeting and real time reporting the Citrus ad solution allows suppliers to promote products on selected date ranges providing the ability to ‘set and forget’ about campaigns as well as use the system to target important times for your brand (such as a packaging change, a product re-launch or a seasonal product activation). This reduces the amount of advertising wastage and allows for greater control over the system for things like A/B testing.
Along with the campaign duration setting, the Citrus system also allows you to choose between daily advertising spend and total spend options. Both options, whilst strategically different, ensure that you never spend more than desired on a particular product.
Reporting at your Finger Tips
Once ads are live, the Citrus Reporting Dashboard gives you real time insights to the number of impressions, clicks and sales you have generated as well as other important KPI’s such as ROI, average CPC and CPA
You will be able to track in real time:
The number of times your sponsored listing ad has appeared (Impressions) on each page
The number of times your ad is clicked
The number of sales generated from each ad
Sales Uplift month over month (sponsored products only)
The top performing search terms
The average cost per click that you are paying
The click through rate of your ad (impressions to clicks)
Individual SKU level reports
Reporting by time period (date range)
Your Exact ROI
Does it increase sales and marketshare?
After operating the Citrus system across multiple retailers for a period of time, even though we could show suppliers an uplift in sales since using sponsored products, one question that still came from some suppliers was:
“HOW DO I KNOW THAT EVERY PRODUCT IN THE CATEGORY DIDN’T JUST INCREASE IN SALES IN THAT PERIOD & HOW DO I KNOW THEY ARE NOT JUST MY CUSTOMERS?”
Following receiving this feedback, Citrus ran a data mining exercise to analyse the impact of marketshare movement of a sponsored product vs several similar (competing) non sponsored products.
In just one month of advertising, not only was a sponsored product able to increase its overall sales by 50% (YoY), but it also acquired more than 5.4% marketshare with its competitors all dropping marketshare as a result. It was evident from this data that shelf space matters.
Not Just Online Impact
Think that by advertising online means it won’t impact your in-store sales? Think again.
Of shoppers use their mobile phone whilst in the physical store to assist in their purchasing decision (this number is up 81% from 2015)
of these in-store shoppers will also start their product hunt through digital channels which includes the website of the retailer they are visiting.
Given the small amount of screen real estate on the mobile device and the impulsiveness of the digital shopper, it is more important than ever to be in front of a potential customer when they are browsing in store for products like yours.
Getting Started is easy. Simply head to the website https://ocado.citrusad.com/register/new-user-new-team and register your company. Once you’ve verified your email you can begin creating ads right away.
When it comes to billing you can either use a credit card online, or pay on 45 day payment terms through Citrus.
If you want more information about the program and what it can do for your brand, please get in touch and we’d be more than happy to take you through how to use the solution.
Email us at firstname.lastname@example.org or set yourself up by clicking the link below
Getting on-board early means you’ll get a first mover advantage on competing brands an allow you to gain customers at a much lower cost.