Reduced Tacos by 196% Through Precision Advertising for a Sports Nutrition Brand In Just 3 Months
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Project Overview
Prime Advertising’s effective launch strategy revived a struggling sports nutrition brand by reducing TACOS by 196%.
By focusing on precision advertising, leading to an impressive revenue of $64,210.75 and taking the brand from losses to a profit of $9,631.50 in just 3 months.
Challenges Faced
The sports nutrition brand faced significant hurdles in their Amazon advertising efforts, which were impeding their ability to achieve the desired results.
Key challenges included:
- Low AOV Products
Audit revealed low-priced products affecting the total revenue and profits, causing an Average order value as low as $6.13. - High CPC and market competition
These low-priced products and huge market competition (Avg CPC was $2.95) were not letting the brand cover marketing costs and the brand was incurring losses. - Category & Catalog Issues:
The brand encountered challenges on Amazon marketplace due to their products being incorrectly categorized & catalogued, leading to poor product visibility and customer confusion.<br> - Limited Keywords Utilization
50% of the keywords were not utilized, leading to limited keyword indexing, poor product visibility, and a lot of missed sales opportunities. - Unoptimized Listing Images & Creatives
The listing Hero images and creatives were not appealing and optimzed, which resulted in low CTR and Conversion. - Low-converting listings’ copy
The listings’ copy were not customer-focused and more focused on features rather than the issues faced by the customers, resulting in lower conversion.
- Low AOV Products
Plan of Action
Prime Advertising developed a comprehensive strategic plan to overcome the brand’s challenges
With a focus on the following key tactics:
- Optimized Product Category Assignment
We meticulously assigned each product to the most relevant and high-demand category, ensuring optimal visibility and alignment with customer search behaviour, significantly enhancing the product’s exposure to potential buyers within their specific browsing and purchasing context. - Advanced Backend Cataloging
Implemented comprehensive backend cataloguing for each product, leveraging Amazon’s structured data capabilities. ensuring that products are indexed effectively, making them easily discoverable by relevant customers through precise search terms and filters. - Listing Sales Copy Improvement
Our team refined listing titles, bullet points, and descriptions to align with customer buying psychology. We crafted compelling and persuasive sales copy that highlights each product’s unique selling points and benefits, driving higher engagement and conversion rates. - Strategic SEO Optimization
An integrated SEO approach was adopted, embedding high-value keywords in both the backend and front end. This strategy was influenced by PPC funnel insights, prioritizing keywords with significant search volume and buyer intent to enhance product ranking and boost conversions. - Launch of Top-Selling Products and High-Margin Variations
Introduced and highlighted top-selling products and in-demand variations at premium price points to capitalize on high profitability.
- Images Optimization ( A/B Testing)
Listing images were designed more product-focused and appealing for better CTR and conversion. Conducted systematic A/B testing on different variations of product images to identify the most compelling visuals that drive customer engagement and conversions. - Campaign Restructuring
Revised and restructured advertising campaigns to enhance efficiency, performance and better control over the campaigns. - New Keywords Testing
Experimented with new keyword variations to uncover additional opportunities for traffic and conversions. - Better Pricing strategy
Developed and implemented a dynamic pricing strategy that balances competitiveness with profitability. - Precise Advertising for Ranking
Deployed targeted advertising campaigns to improve product rankings on Amazon’s search results by focusing on high-traffic, competitive keywords that influence product visibility and ranking. Tracked ranking improvements and adjusted strategies to maintain top positions. - Precise Advertising for Conversions
Designed and executed advertising strategies aimed specifically at maximizing conversions.
Results We Brought
By executing a highly targeted and precise advertising strategy, the Prime Advertising team significantly boosted the sports nutrition brand’s performance
Resulting in the following impressive outcomes:
- Increased Revenue
The combined efforts across product categorization, advanced cataloging, and enhanced listing copy resulted in a substantial revenue increase. Overall revenue grew by 127%, driven by higher visibility, improved search rankings, and more effective customer engagement strategies.
Key Drivers:
- Strategic SEO optimization and targeted advertising boosted organic and PPC sales.
- Introduction and promotion of top-selling and high-margin products at premium price points.
- Optimized product images and A/B testing, which increased click-through and conversion rates.
- Increased Profit
The dynamic pricing strategy and focus on high-margin product variations significantly enhanced profitability. Overall profit increased by 1069.77%, reflecting better pricing control and increased sales of high-margin products.
Key Drivers:
- Implementation of a dynamic pricing strategy that balanced competitiveness and profitability.
- Higher sales volumes and average order values from premium product listings.
- Efficient campaign restructuring and precision advertising, reducing unnecessary ad spend and enhancing ROAS.
- Improved Average Value per Order (AOV)
The strategic emphasis on high-margin, premium product variations led to a 77.18% increase in the average value per order. Customers were consistently engaging with and purchasing higher-value items.
Key Drivers:
- Highlighting top-selling products and premium variations in listings and advertising campaigns.
- Compelling sales copy that effectively communicated product value and benefits.
- Improved TACOS (Total Advertising Cost of Sales)
The overall TACOS reduced by 66.25%, from 48.99% to 16.53%, indicating more efficient use of the advertising budget relative to total sales. This improvement was driven by a more balanced and effective approach to advertising spending.
Key Drivers:
- Optimized campaign structures and targeted keyword strategies reduced wasteful ad spend.
- Higher organic sales contributions due to improved product rankings and visibility.
- Precision advertising focused on conversion maximization and ranking enhancement.
- Increased Sales
Total sales experienced a robust growth of 28.12%, with significant contributions from both PPC and organic channels. Enhanced product visibility, effective keyword targeting, and compelling listing optimizations were critical in driving sales increases.
Key Drivers:
- Successful SEO and PPC strategies that improved product rankings and customer acquisition.
- Increased traffic from broader keyword reach and targeted advertising.
- Higher conversion rates from optimized images and persuasive listing content.
- Improved PPC to Organic Order Ratio
The ratio of PPC to organic orders improved, with a 161.96% increase in organic order share relative to PPC orders. Enhanced organic rankings and visibility reduced dependency on paid advertising for order generation.
Key Drivers:
- Effective use of high-value keywords in SEO efforts, boosting organic search performance.
- Improved product rankings due to targeted PPC campaigns focused on visibility and ranking.
- Overall increase in organic traffic as a result of strategic SEO and listing improvements.
- Improved CTR (Click-Through Rate)
Click-through rates improved by 365.61%, a direct result of optimized listing images and refined sales copy. The visually appealing and product-focused images, combined with compelling titles and bullet points, significantly enhanced customer engagement.
Key Drivers:
- Systematic A/B testing to identify and deploy the most effective product visuals.
- Enhanced listing content that resonated with customer buying psychology.
- Strategic use of high-impact images and keywords in both organic listings and PPC ads.
- Decreased CPA (Cost Per Acquisition)
The cost per acquisition decreased by 40.20%, reflecting more efficient and cost-effective customer acquisition strategies.
Key Drivers:
- Efficient campaign restructuring and precise targeting that reduced unnecessary ad spend.
- Improved ROAS through better alignment of ad spend with high-converting keywords and audience segments.
- Increased organic traffic and sales that reduced dependency on costly PPC efforts.
Lets Talk Numbers
Before
January 2024
After
April, 2024
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Christopher
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Brand Manager@Alani Nutrition LLC
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