CPG giant Kimberly Clark sees success with mobile ads across many brands

Kimberly Clark, one of the world’s largest consumer packaged goods companies, was curious to see how mobile advertising could benefit their multitude of brands but also wanted to learn how their consumers searched on mobile and where they were when they did. 

To pursue this curiosity and explore mobile advertising, Kimberly Clark teamed up with media agency, Mindshare, who ran test campaigns with Google Mobile ads featuring several brand keywords, targeted exclusively to iPhones and iPads. With these very specific, targeted mobile campaigns, Kimberly Clark saw an average CPC 44% less on mobile versus their desktop campaigns. They also saw that 7% of all clicks on the brand tested were coming from mobile. The campaigns gave Kimberly Clark enough intel on mobile advertising to move forward with optimizing their sites for mobile so they could offer their consumers a better experience while exploring and learning about the brands on their mobile devices. 

Mindshare agrees that mobile search advertising can no longer be ignored and must be implemented to capture a greater share of the market, “Mobile ads are reaching millions of price-conscious consumers searching for staples while un-tethered from the desktop. And, by being early entrants in the mobile space, we were able to drive traffic at lower average CPCs and to set optimal bids for each mobile device,” said Mindshare Group Search Director, Danny Huynh.

Kimberly Clark continues to see success on mobile across many brands and is focusing on developing mobile-specific campaigns to ensure a good interaction with their brands on mobile.

To learn more about Kimberly Clark’s mobile campaigns, download the entire case study here.

Posted by Dalia Mitra, Product Marketing Manager, Mobile Ads

CPG giant Kimberly Clark sees success with mobile ads across many brands
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