Turning an unprofitable scaling supplement brand into profitability within 3 months of management
60.63%
TACOS reduction in 3 months
16.9%
Conversion rate increase
46%
Reduction in ad spend month 1
Our Challenge
- Very competitive marketplace with low product differentiation.
- SEO and PPC strategy not aligning.
- Unprofitable ad spend, with ACOS significantly past breakeven point, 2 out of the 3 months before onboarding.
Project Overview
Our Steps
We commenced work in mid-January, significantly reducing TACO’s whilst maintaining revenue (see table).
Ad performance
- Utilisation of the SQP Report for budget redistribution to keywords where we beat the category conversion rate
- Redefined campaign structure to improve budget segmentation to effective targets
- Reduced overspend on ASIN targeting and removed wasted spend
- Improved the defence spend and protected listing page through SP, SB & SD
Rule implementation on Pacvue
- Negation rules which removed wasted spend
- Used the non-bid queries filter to improve effective targeting on strong CVR, CTR keywords not being targeted
- Budget refill rule which would increase our budget if our campaign was under ACOS target, but had run out of budget before the end of the day
A key issue for the client with their previous agency was the clarity of work being conducted. Clear Ads addressed this issue through structured, weekly reporting using Sellerboard, Pacvue as well as segmenting each ASIN for ACOS, TACOs, Gross Profit and other core KPIs which gave the client clarity on performance.
Successful Product Transformations:
A testament to the developing relationship between Clear Ads and Simply Nature’s Promise, we were able to revitalize product performance on lines such as the Blossom and Colon Sweep. Leveraging strategic adjustments in ad spend, pricing strategies, couponing, and organic rank improvement efforts, Our advertising strategy rejuvenated the performance of these products.
Results:
- 16.9% increase in conversion rate across the account
- TACOS reduction of 60.63% in 3 months
- Maintaining organic rank of top 10 high volume keywords with a 46% reduction in ad spend month 1.
