End to end digital marketing for the Mon Ami ecommerce: from 15.4% to 25.6% visibility

With both stores running, Mon Ami had to grow a channel of its own while competing against players with far more spend: Puppis, Royal Canin, Nutrique.

Those competitors mostly compete on discount, and a small brand that joins that fight loses it: the only thing that can sustain its price is a differentiator the buyer understands.

Mon Ami had that differentiator and it was not known: food made with fresh meat and human grade ingredients.

• A differentiator that needs explaining: human grade does not come across in a price ad.
• Two audiences searching differently: end consumers and wholesale trade share neither terms nor intent.
• A market where logistics weighs: delivery times, payment methods and financing decide as much as the product.

And all of it had to be measured together, not channel by channel, to know where to keep investing.

We positioned the differentiator in search and social rather than fighting on discount, across nearly two years of continuous work between June 2020 and March 2022.

Keyword research was done separately for B2C and B2B, because the two audiences do not search alike.

Organic, where the differentiator gets explained

• Topic research, periodic technical audits with an optimization log, speed improvements, structured data and link building.
• A brand specific SEO writing manual, so content does not depend on who writes it.
• 23 posts on the Mon Journal blog about nutrition, dental health, training and care, linked to products.

Paid media on its own calendar

• Google Ads and Meta Ads with always on brand and conversion campaigns, plus abandoned cart remarketing.
• Seasonal pushes: Friend's Day, Hot Days, Cyber Monday and Black Friday.
• Quarterly investment planning split between B2C and B2B.

Automation and partnerships

• Product recommendations inside each blog post, cart recovery by email and a coupon popup above a purchase threshold.
• Partnerships with influencers and pet friendly coastal venues for summer landing pages.
• Monthly commercial consulting with competitor tracking.

Architecture and technology

• Marketing automation platform across both stores.
• Data Studio dashboards integrating general KPIs, Google Analytics, Google Ads and Tag Manager.

Learn more about digital marketing and ecommerce development.

The brand grew in the channel where its differentiator can be explained, and did it against much larger competitors.

Starting point

• 15.4% visibility on target searches, July 2020.
• 23,300 Google impressions between June and July 2020.
• 1,700 estimated monthly organic visits and 26 backlinks, May 2021.

Results

• 25.6% visibility in June 2021, against 4.4% for Puppis.
• 65,300 impressions in June 2021 alone.
• 4,600 monthly organic visits and 67 backlinks by February 2022.
• First position on two target queries and featured snippets on two more.
• Organic search as the top traffic channel, at 38% in June 2021.
• Google Ads: 731 conversions and a 3.8x return on investment over twelve months.

Strategic impact

• Organic became the top channel, which is the one that does not get more expensive as competition grows.