Search Engine Marketing In Q3 2025, our Always-On search strategy maintained a strong balance between Brand and Non-Brand efforts. Spend allocation shifted slightly compared to 2024, with 35% directed toward Brand/Sub-Brand terms (up from 30%) and 65% toward Non-Brand terms (down from 70%). Our ongoing goal of increasing Share of Voice (SOV) for core brand terms remained a top priority and guided this adjustment. Budgets for Trust & Reputation and Mythbusting campaigns remained consistent with 2024 levels. No new keywords were introduced, as existing terms continue to deliver strong performance.
Based on positive results in 2024, we increased budgets for Dairy Holiday search campaigns in 2025. These seasonal activations continue to drive strong engagement.
Search interest remains high around recipe-driven and dairy-themed holidays. Building on this momentum, the National Ice Cream Day paid search campaign launched on July 2, National Wine & Cheese Day launched on July 11, and National Taco Day launched on 9/20. At the end of Q3, Google informed us that we were eligible for $10K in credits to run a one- month Demand Gen test, so the campaign was created at the end of September and scheduled to launch 10/1.
Q3 2025 Paid Search:
Impressions
Clicks
Click Through Rate
669,784
47,639
7.11% (6.4% BM CTR)
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