Revolutionizing Ad Performance: Strategies for More Success

Revolutionizing Ad Performance – Lowering TACOS by 32.91% for a Supplements Brand

Project Overview

In a competitive supplements market, Captens partnered with a well-known brand to optimize their advertising strategy and improve their Return on Ad Spend (ROAS). By leveraging a multi-faceted approach, Captens not only increased revenue but also achieved a significant reduction in Total Advertising Cost of Sales (TACOS) by 32.91% within 30 days.

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Challenges Faced

The supplements brand was struggling with several key issues that hampered its growth and profitability:

Low Conversion Rate: The brand’s 4-star average product rating was creating hesitation among potential buyers, resulting in a lower-than-expected conversion rate.
High Cost-Per-Click (CPC): The brand’s focus on low search volume keywords led to inflated CPCs, which made the ad spend inefficient and limited the scalability of their campaigns.
Poor Targeting: The use of irrelevant and broad match keywords caused the ads to reach a non-interested audience, leading to wasted ad spend and poor campaign performance.
Inadequate Campaign Structure: The existing campaign structure was poorly designed, making it difficult to optimize relevant keywords and hindering overall performance.

Plan of Action

To overcome these challenges, Captens implemented a comprehensive five-pronged strategy:

Campaign Restructuring: We completely restructured the brand’s ad campaigns by segregating low-impression keywords based on search volume. This allowed for more targeted ad spend and improved the overall efficiency of the campaigns.
Keyword Refinement: Captens meticulously cleared out irrelevant and broad match keywords, negating over 100 unrelated search terms. This refinement process enhanced the precision of keyword targeting, ensuring the ads reached the right audience and reduced unnecessary ad spend.
Focus on High-Ranking Keywords: We concentrated on keywords that were already ranking on the first page, testing them in phrase and broad modifier match types. This approach improved the visibility and performance of the ads, leading to better conversion rates.
Placement Optimization: Captens identified and focused on profitable ad placements that offered low CPCs and higher conversion rates (CVR). By optimizing for these placements, we achieved organic rankings for key search terms, further boosting campaign efficiency.
ASIN Targeting: We strategically targeted direct competitors with less attractive offers in Sponsored Product campaigns. This approach allowed the brand to capture profitable orders and increase market share by converting competitors’ customers.

Results Achieved

The implementation of these strategies led to remarkable results within just 30 days:

Revenue Growth: The brand’s total revenue increased to $9,217.42, demonstrating the effectiveness of the optimized ad strategy.
Reduced Ad Spend: Ad spend was significantly reduced to $1,551.55, reflecting the improved efficiency and targeting of the campaigns.
TACOS Reduction: We successfully lowered TACOS by 32.91%, improving the brand’s profitability while maintaining strong sales performance.
Organic Ranking Success: The finalized keywords achieved organic rankings, enhancing the brand’s visibility and reducing the need for continued high ad spend.

Conclusion

Captens’ strategic overhaul of the supplements brand’s advertising approach not only reduced costs but also laid the groundwork for sustained growth and profitability. By addressing the specific challenges faced by the brand and tailoring our strategies accordingly, Captens demonstrated how targeted, data-driven actions can revolutionize ad performance and drive substantial business success.

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