The Chewy Retail Media Network: how pet brands can advertise on Chewy.com

Introduction

This tutorial provides a step-by-step guide on how pet brands can effectively advertise on Chewy.com using the Chewy Retail Media Network. With the launch of Acadia's advertising management capabilities in 2023, pet brands now have a unique opportunity to reach a dedicated audience of pet owners. This guide will help you understand the platform's features, how to set up your advertising campaigns, and optimize your strategy for success.

Step 1: Understand the Chewy Retail Media Network

• Chewy’s retail media network is designed specifically for pet products, targeting a loyal and niche shopper base.
• The platform is relatively new, having recently opened to advertisers, which presents an opportunity for early adopters to establish a presence before competitors.
• Product Listing Ads (PLAs) are currently the only campaign type available, similar to Amazon's sponsored products, with plans for sponsored brand campaigns in the future.

Step 2: Set Up Your Account

• Visit the Chewy Retail Media Network and create your account.
• Familiarize yourself with the PromoteIQ dashboard, which is the self-serve platform for managing campaigns.
• Ensure your product listings are optimized, as the ads will directly feature these products.

Step 3: Launch Your First Campaign

• Choose the product(s) you want to promote and set individual bids at the SKU level.
• This allows you to allocate higher budgets to your high-priority items.
• Decide on your campaign budget and duration, then launch your PLA.

Step 4: Utilize Targeting Capabilities

• Chewy’s targeting is contextual, showing ads to shoppers browsing related categories or searching relevant terms.
• Control your bids by product category and subcategory to maximize exposure.
• Consider using keyword bid modifiers to refine your targeting, keeping in mind that performance visibility by keyword is limited.

Step 5: Monitor and Optimize Your Campaign

• Regularly check the performance metrics provided by PromoteIQ.
• While keyword-level performance insights are not available, focus on overall campaign metrics to gauge effectiveness.
• Adjust bids and budgets based on the performance of different products and categories.

Step 6: Leverage Enhanced Tools with Acadia and Pacvue

• Consider partnering with Acadia and Pacvue for advanced campaign management and reporting.
• These tools can help you gain deeper insights into your campaign performance beyond the basic capabilities of PromoteIQ.

Conclusion

Advertising on Chewy.com offers a targeted approach for pet brands to reach loyal customers. By understanding the platform, setting up your account, launching campaigns, and continuously optimizing your strategy, you can effectively engage with Chewy's dedicated shopper base. As the platform evolves, stay informed about new features and opportunities to enhance your advertising efforts. Start now to capitalize on this unique channel and build lasting relationships with pet owners.