Just Right® by Purina® Organic & Paid Search Strategy
  • Design
  • Strategy
  • Development

When Just Right, the first direct to consumer brand by Purina, needed a partner to develop and manage a comprehensive Search Engine Optimization (SEO) and Pay Per Click (PPC) campaign, they turned to Sundaram. The effort required a dual-focus on generating brand awareness and funneling sales transactions. Since the website was the only place to purchase, Just Right needed a partner that understood the importance of profit-driven marketing; a team that had experience balancing the intricacies of e-commerce with brand-sensitive digital marketing. 

The Solution

Sundaram went to work, gathering required brand intelligence and developing a strategic plan for search marketing success. Armed with extensive research, Sundaram ensured that the Just Right website was well optimized and positioned to perform for important branded and non-branded organic searches. As always, our SEO approach focused on structural elements of the website, as well as on-page content and authority. Given that the website was small in scope, we had to make the most of every opportunity. After implementing SEO best practices, we created a baseline report for weekly monitoring of keyword performance, traffic, and engagement data. As data was received, we continued to make recommendations ensuring continual improvement.

We've enjoyed working with the Sundaram team. They bring a balance of the practical and innovative strategic thinking while understanding the tactical needs of e-commerce execution; all without losing the voice of the brand. We are grateful to have Sundaram as a strategic partner and excited for what the future holds through our strong collaboration.
—Pamela Jordan, Senior Manager, Innovation

Sundaram also knew that ongoing keyword management and cohesiveness amongst all digital channels (social and content marketing) would be critical to the brand’s long term success. As such, Sundaram provided best practices training to key team members and leveraged our proprietary keyword tool to allow Just Right to better manage and track keyword lists and data.

We put the same detailed planning and effort into Just Right’s Paid Search program as well. Sundaram structured the PPC advertising program in logical and supporting themes, which provided the backbone of the account’s structure and organization - enabling us to deliver tailored messaging to each of the brand’s unique target audiences. Our approach also maximized ad performance and cost efficiency.  

The Result

Through Sundaram’s SEO efforts, the Just Right website was positioned at the top of major search engines within weeks for critical branded and non-branded searches, with continued efforts resulting in weekly improvements. We had a thoughtful and flexible paid search campaign in place focusing on quality and ROI. Our emphasis was on cost per acquisition and audience targeting, staying true to our philosophy of less ad spend waste through optimal performance and targeting for paid search, display, and video marketing campaigns. Just Right was positioned for search success. The results? Our Search Marketing strategies contributed to more than 40% of total revenue for 2014, while exposing the brand to hundreds of thousands of new users.


Inspired. Experienced. Results Oriented.

Contact Sundaram today to learn how we can help your company.