Background:

The JD campaign for Mondelez during the 618 festival faced challenges amidst a declining industry trend, with a 23.9% drop in purchases year-over-year. Internal competition was high due to limited overall traffic growth, resulting in poor in-site traffic and conversion rates (CVR). Despite this, the campaign achieved promising results in the 2021 618 Performance Overview, with a paid channel ROI of 6.4, a YoY CPC decrease of 19%, and sales totaling 8.67M. However, there were concerns about weak back-end conversion despite good front-end control.

Moving forward into H2, it's crucial to analyze the reasons behind the challenges faced and devise solutions. Strategies may include refining targeting to improve CVR, optimizing ad placements to capitalize on the increased search-side ad keywords, and addressing the rise in display-side ad CPM. Additionally, enhancing back-end conversion processes and leveraging the success of the paid channel ROI can further drive sales and mitigate the impact of industry declines.