Exceeded client goals by setting up a new VC account and optimizing content and advertising.
What We’re Celebrating:
Helped our client achieve their Q1 goals by switching to a TACOS-focused strategy, launching a new Vendor Central account, adjusting their advertising approach, and optimizing their product detail page, Brand Store, and ad content.
Exceeded our client’s PO goal by +26%, shipped revenue goal by +10%, and TACOS goal by -2.4 pts.
Overview:
GO took on a new health & personal care client at the end of 2022. When we first partnered with them, we couldn’t gain access to their Vendor Central because they were using a distributor's account, they had less-than-optimal content and advertising tactics, and they focused on return on investment (ROI) as their priority metric. On top of this, they had lofty Q1 purchase order (PO) and shipped revenue goals.
The Challenges:
The brand was too focused on ROI as a measurement of success, and it hindered sales growth.
They were using a distributor’s Vendor Central account, making it impossible for the GO team to gain access to the portal and review their business performance.
They were not prioritizing upper-funnel ad tactics, they had confusing campaign structures, and they spread the peanut butter too thin by targeting too many keywords.
The brand’s content lacked consumer education, leading to confusion about their products and a less-than-optimal shopping experience.
The Strategy:
We encouraged the brand to shift its goals away from ROI to total advertising cost of sale (TACOS). This resulted in more intentionality around driving new-to-brand (NTB) customers and incremental sales, as well as more conversations around how marketing affects total account performance. With this new strategy in mind, we helped the brand set its Q1 TACOS goal at 12.5%.
To help our client achieve their PO, shipped revenue, and TACOS goals, we first assisted them with setting up their own Vendor Central account. The purpose of this was to separate the brand from the distributor in order to gain visibility and have more control over how the brand operates within the Amazon ecosystem.
We then optimized the brand’s advertising approach. These are the adjustments we made:
Cleaned up their Sponsored Ads and DSP campaign structures to be more deliberate with our dollars and prioritize top keywords and product lines.
Removed hero ASINs from SP branded campaigns to encourage consumers to click on those products’ organic listings while also increasing visibility for less popular items.
Cut back on the number of keywords in their SP and SB category campaigns, allowing us to delegate more budget to top-priority keywords and own top of search.
Upped the DSP Prospecting campaign’s advertising budget to drive more NTB.
Launched a DSP Loyalty campaign to target past purchasers and encourage them to sign up for Subscribe & Save.
And finally, we improved our client’s product detail pages, Brand Store, and ads through compelling copy and creatives from our GO Studio team. We updated their content to educate the consumer about…
hero ingredients,
meaningful claims,
credentials,
benefits,
and the best conditions in which to use the product.
We also optimized their visuals to be larger and brighter, showcasing…
product benefits,
before and after comparisons,
ease of use,
and lifestyle imagery.
The Results:
Thanks to our agency’s implementations, we exceeded our client’s Q1 goals:
POs: +26% above goal
Shipped Revenue: +10% above goal
TACOS: -2.4 pts below goal
Additionally, we were able to bolster the brand’s ad-attributed new customer acquisition as well:
Sponsored Ads NTB Sales: +68% (Q1 2022 vs. Q1 2023)
DSP NTB Purchases: +46% Avg. MoM Growth (Jan. 2023 – Mar. 2023)
Looking for an agency that can help you exceed your goals?
Our team has the knowledge and skillsets required to improve our clients’ Amazon businesses from every angle to help them reach their objectives. Does that sound like the support you need? Contact us today.