How Your Search Box Can Inform Marketing Strategy

Candy leader Jelly Belly also pulls commonly used search keywords from site search data to add to press releases, emails and other marketing content. To attract customers to a Cinco de Mayo promotion, the company used search data to create customized landing pages for search terms "tres leches cake" and "Mexican hot chocolate," and used these pages to showcase recipes incorporating some of Jelly Belly's products. The URLs for these dedicated landing pages were added to display advertising, retargeting ads and emails. The use of site search data paid off: Jelly Belly saw an 85 percent increase in open rates for its direct email campaign.