Moving Inventory Through High Intent Buyer Ad Strategy

$

685

K

X

%

Increase in Ad Revenue

In the midst of the COVID era, Fitness Reality emerged as a standout player in the fitness category. They experienced a surge in demand, prompting them to order a significant amount of inventory. However, as the market normalized, they found themselves with an excessive stock of certain products.

Sales projections fell short of expectations, causing the need to sell through this surplus inventory that was slated for phase-out or simply overstocked. In October, with the 2022 peak season approaching, and cash flow issues, it became crucial to move the inventory while maintaining profitability. If they did not move the inventory quickly, it would be at a loss when it did. Financial constraints would prevent them from ordering new equipment and models from the manufacturers with the surplus inventory still on hand—selling through the existing inventory would allow them to procure new units at a lower cost, enhancing their overall profitability.

The peak season represented an opportunity to leverage ad campaigns to move the inventory but it also represented the challenges of Q4 seasonality meaning competition would be higher, and therefore, CPC during a time when cash was already tight.

Nectar's advertising team came to the rescue with a plan for success.

‍

Challenges

1

Two Months Until Peak Season

2

Overstock of Aging Inventory

3

Conservative Ad Budget

4

High Seasonal CPC

Solutions

Nectar developed a comprehensive approach to deliver against Fitness Reality's goals:

The core approach was to increase the brand’s share of voice while scaling their spend with a similar or better total ACOS. The plan was to increase Fitness Reality's ad spend relative to the overall organic sales while also delivering more impressions and click-throughs with Amazon’s sponsored campaigns for better reach and brand awareness. As reach and profitability were the main objectives, Nectar opted for individual target ASINs with Sponsored Display and Sponsored Product ads to hone in on specific targets that were most similar to our products while also focusing spend on unbranded and generic terms for higher impressions within their category.

‍

The breakdown:

Targeted Advertising: Leveraging Amazon's robust targeting capabilities, Nectar implemented aggressive middle and bottom-of-funnel advertising campaigns. By strategically placing Sponsored Display campaigns beneath the buy box and targeting competitor listings, they aimed to capture customers at the point of purchase intent.
Revenue-Focused Optimization: Nectar optimized campaign performance by targeting high-value audiences and allocating the advertising budget towards ASINs with the highest revenue potential. The strategy involved targeting unbranded and generic terms to increase impressions and visibility within the fitness equipment category.
Data-Driven Insights: Nectar utilized Amazon's insights to refine the strategy and identify key trends. They analyzed branded search impressions, ad spend, and return on ad spend (ROAS) to make data-driven decisions and continuously improve campaign performance.

Nectar had a challenging Return on Advertising Spend (ROAS) target of 7 or higher. Additionally, they prioritized generating over 50% of the revenue from New-To-Brand Sales, further expanding our customer base and driving sustainable growth.

Results

Nectar's targeted advertising campaign delivered exceptional results for Fitness Reality:

10x ROAS
100% Increase MoM Sales

Overall from Oct-Dec:

685% Increase in Ad Revenue
15.6% Decrease in ACOS on 6-figure Ad Spend to 9%
90% of Ad Revenue from New-To-Brand Sales
384% Increase in Impressions
33.2% Increase in CTR

Through Nectar's targeted Amazon advertising strategy, Fitness Reality experienced remarkable revenue growth and improved advertising efficiency. By strategically optimizing campaigns, focusing on revenue-generating ASINs, and leveraging data-driven insights, Nectar successfully increased sales and enhanced visibility for Fitness Reality's surplus inventory.

Before

After

Similar to this

$

2

K

X

%

YoY Growth

The long-term effect of sponsored brand video on brand awareness, new-to-brand sales, growth, and interesting category effects.

$

33

K

X

%

Increase in Monthly Sales from Organic Traffic

Nectar's comprehensive redesign of an Amazon brand store doubled the homepage conversion rate.

$

214

K

X

%

1st Month Sales Increase

Using organic keyword ranking strategy to grow sales, break through plateaus, and improve ad campaigns.

$

56

K

X

%

Increase in Sales YoY

How a well-planned, unorthodox Amazon Prime Day coupon strategy drastically improved montly sales.

$

263

K

X

%

YoY sales increase

Getting a catalog Amazon-ready, optimizing listings and content, overcoming inventory issues, and achieving explosive sales.

$

16

K

X

%

Improvement in TACOS and ROAS

Optimizing TYR's Amazon advertising by reallocating spend from low-priced to high-priced items.

$

55

K

X

%

YoY Increase in Sales

Optimized SEO, enhanced content, and refined ad strategies led to significant growth in Amazon sales and improved online presence.

$

3

K

X

%

Ad Sales While Decreasing ACoS 59.2%

Implementing focused Sponsored Product campaigns and controlling ACOS, for a huge ROAS improvement.

$

416

K

X

%

Increase in YoY sales

Overcoming ad spend issues and seasonality with precise segmentation and strategic spend management, fueling sustainable growth.

$

800

K

X

%

In under 5 months after launching on Amazon

Launching on Amazon the right way with full-funnel advertising, SEO optimization, and creative content development for big sales.

$

130

K

X

%

YoY ad sales increase

Creating an ad strategy and content for peak season with limited time after transitioning from another agency.

$

50

K

X

%

Monthly Increase in Sales

Revitalized an Amazon store with consistent branding, improved UI/UX, and targeted advertising to boost sales and engagement.

$

339.6

K

X

%

Increase in Total Sales

A revamped Shopify site, optimized content, and targeted ads strategy led to significant sales growth and enhanced online presence

$

18

K

X

%

Growth of Top-Selling Product in Two Months

Improved SEO strategy and leveraged high-impact keywords to boost search ranking, visibility, and sales.

$

238

K

X

%

minimum higher CTR from SBV

Using top notch video content for sponsored brand video to drive sales and new-to-brand customers.

$

164

K

X

%

Increase in Net Sales

Designing the perfect shopping experience and boosting digital visibility through targeted ad campaigns.

$

117

K

X

%

Increase in Sales

Revitalizing a brand's online store by enhancing UI/UX, streamlining navigation, and showcasing top-selling products to drive sign

$

10

K

X

%

Reduction in ACoS on 5-Figure Ad Spend

Utilizing data-driven insights to boost sales performance and optimize budget allocation for maximum ROI.

$

16.5

K

X

%

Improvement in TACOS on Monthly 6-Figure Ad Spend

Focused advertising strategy and eliminated wasteful ad spend to enhance sales performance and profitability.

$

17

K

X

%

Improvement in NTB sales while reducing CAC

Nectar overhauls Doctor's Best's Amazon Ad strategy, resulting in New-To-Brand sales and lower Customer Acquisition Cost

$

200

K

X

%

YoY Sales Growth

Overcoming platform limitations and implementing a new comprehensive digital marketing strategy.

$

1281

K

X

%

Increase in Ad Sales YoY

Comprehensive data-driven strategy for listing optimization, refreshed design, and precise advertising campaigns to drive sales.

$

65

K

X

%

Sales Increase in 30 Days

Amplifying Amazon sales in 30 days via keyword optimization, product info enhancement, and seasonal targeting.

$

33.1

K

X

%

Increase in Global Sales YoY

Global Amazon strategy boosts the brand: Enhanced ads, keywords diversification, and campaign optimization drive sales surge.

$

44

K

X

%

Increase in Ad Revenue in 30 Days

Unlocking incremental growth opportunities with conservative spending through categorization and ad strategy.

$

10

K

X

%

Return on Ad Spend

Using Amazon's Demand Side Platform to drive sales and a significant lasting increase in ROAS.

$

76.6

K

X

%

Increase in Subscribe And Save Sales

Increasing subscribers to penetrate a market, grow customer lifetime value, and reduce customer acquisition cost.

$

500

K

X

%

Over half a million sales in 6 months

Launching a premium product on Amazon for immediate growth and profit sustained in the long term through holistic strategy.

$

2

K

X

%

Sales in the First Month

Coordinating content with the brand's advertising strategy to drive traffic and control costs.

$

78

K

X

%

Sales increase YoY

Switching from a new agency, creating a roadmap for growth, building content that converts, grows sales, and achieving a BSR.

$

99

K

X

%

Increase in Top-Line Revenue

Streamlined Amazon strategies from access to data insights like never before, leading to massive growth.

$

40

K

X

%

YoY period sales growth

Closing in on the Q4 with a major product recall and creating an ad strategy to come out ahead.

$

147

K

X

%

Conversion rate increase

Updated branding, design, and navigation to markedly increase sales and conversion rates for unique product offerings.

$

50.1

K

X

%

Increase in Total Sales

Strategic listing cleanup, content creation, and variation strategy increases sales for a renowned kitchenware brand.