Beyond Expectations – Achieving 110% Revenue Growth in Just 90 Days
Project Overview
When Captens was approached by a leading brand in the landscaping niche, the task was clear: optimize their advertising strategy across a vast product catalog of over 1,300 items. The challenge? Only eight of their 100+ categories were driving over 85% of sales, creating a bottleneck for growth. Captens stepped in, delivering a staggering 110% revenue increase in just three months, all while maintaining a lean TACOS.
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Challenges Faced
The landscaping brand faced several critical challenges that required immediate, data-driven interventions:
- Sales Concentration Dilemma: Despite having a broad product catalog, 85%+ of the brand’s sales were concentrated in just eight categories. This over-reliance on a limited product range stifled growth opportunities and heightened risk.
- Declining Search Volume: The brand experienced a significant 35%-40% drop in search volume for their top-performing keywords compared to the previous year. This decline severely impacted their online visibility and sales performance.
- ASIN Grouping Constraints: To optimize their ad campaigns, the brand needed to group at least 20 similar ASINs per campaign, a complex task that required meticulous selection and analysis.
- FBM Challenges: Fulfillment by Merchant (FBM) listings made it difficult for the brand to rank for new and relevant keywords, weakening their competitive edge in the marketplace and slowing sales growth.
Plan of Action
To overcome these hurdles, Captens crafted a focused and dynamic strategy, built around four pivotal actions:
- Prioritizing ASINs & Campaigns: Captens conducted an in-depth analysis of the brand’s ASINs, assessing past performance metrics such as sales, TACOS, and conversion rates. They identified the top 10 ASINs with the highest growth potential and prioritized them across the brand’s 350+ ongoing campaigns.
- Keyword Optimization: By leveraging Search Term Reports, Captens pinpointed top-performing search terms across various match types in both Auto and Manual campaigns. The team also used SQP & BA data to identify high-potential keywords with low competition and CPC, focusing on terms where the brand was already ranking on the first page.
- Streamlining Campaigns: Captens improved campaign efficiency by closing non-performing targets and underperforming advertised products. They established a clear conversion metric for each ASIN, enabling better tracking, optimization, and resource allocation.
- Maximizing Sponsored Brands: Despite challenges with imperfect images, Captens doubled down on Sponsored Brand campaigns. They targeted high-intent, long-tail keywords in Sponsored Brand Videos and utilized phrase & broad modifiers. Additionally, Headline Ads were employed to upsell customers and strengthen the overall marketing strategy.
Results Achieved
Captens’ strategic interventions produced remarkable outcomes within a short period:
- 110% Revenue Growth: Through targeted, data-driven strategies, Captens boosted the brand’s revenue by 110% within three months.
- Controlled TACOS: By continuously monitoring and fine-tuning the campaigns, Captens maintained a TACOS between 9.94% and 11.21%, ensuring cost efficiency while driving growth.
- Sponsored Brands Success: The focus on Sponsored Brand campaigns, particularly targeting high-intent keywords, resulted in substantial growth and improved brand visibility.
- Enhanced Campaign Performance: By prioritizing top-performing ASINs and eliminating underperforming elements, Captens significantly improved overall campaign performance.
- Optimized ROI: Streamlining the campaigns and focusing on high-impact actions led to increased ROI and a stronger competitive position in the marketplace.
Sales Stats Over Three Months
Before Onboarding – December
Total Sales: $244,772
First Month of Onboarding – January
Total Sales: $316,772
PPC Sales: $145,018.99
Spend: $31,203.16
TACOS: 9.94%
Second Month of Onboarding – February
Total Sales: $299,291
PPC Sales: $156,987.12
Spend: $32,881.66
TACOS: 10.98%
Third Month of Onboarding – March
Total Sales: $511,763
PPC Sales: $255,462.20
Spend: $57,383.58
TACOS: 11.21%
Conclusion
This case study demonstrates Captens’ ability to go beyond expectations by delivering substantial revenue growth while maintaining tight control over advertising costs. By employing a strategic, data-driven approach, Captens not only overcame the brand’s immediate challenges but also laid the foundation for long-term success in a highly competitive market.
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