247%

Increase in Ad sales within first month

235%

Increase in total sales

65%

Increase in ROAS

Client:

•A popular pantry item brand selling within Amazon’s Grocery category.

•Built a solid presence in grocery stores across the country and have been selling on Amazon for almost 10 years.

•Sell both canned products and on-the-go snacks.

Challenge:

•Struggled to see consistent performance in ads on Amazon.

•Inconsistent ad spend levels month over month, and sales were relying heavily on ads with 55% of sales coming from their ad campaigns.

•Advertising budget was set at $1,500/month but they were spending an average of $765/month.

•Ad sales were averaging $2,000/month with total sales averaging $5,800/month. Brand Focus Digital took over ads in October of 2022.

Solutions:

•Identify the issue! Our analysis uncovered the cause as a singular ad campaign was running with all products and keywords placed into the campaign. 

•The campaign had 300+ keyword targets active, all of which targeted a different customer within the shopping funnel. 

•Make Changes! We set to work on making specific campaign adjustments:

1.Removed the singular campaign. In this scenario, it was best to start fresh, rather than continue trying to optimize the current campaign.

2.Divided campaigns into 4 different categories: 1) a branded campaign to target loyal customers and protect the brand from competitors. 2) product specific campaigns that target broad keywords specific to the product offering (ex: canned food vs on the go snacks packs). 3) auto campaigns designed to find and attract new keywords the product may perform well under. 4) a competitor targeting campaign designed to target direct competitor listings and keywords

3.Our team allowed the new ads to settle and find their audience over the course of 6 months, all while ensuring we’re pushing towards spending our maximum budget and increasing not only ad performance, but also total sales. During this time, we continuously optimized ads by adding new keywords, turning off underperforming targets, and adjusting bids.

• Increased Ad Spend. After 6 months of steadily increasing ad performance, we increased our ad budget by 67%, to $2500/ month, in April of 2023. 

Results:

•We saw a return almost immediately. Ad sales increased by 247% the first month and total sales increase by 235% while ROAS increased by 65% from 1.92 to 3.16. Since increasing ad spend, we have maintained consistent ad performance and have reduced our ad % of sales from an average of 55% to 28%. The client is currently one of the leading brands in their category.