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.

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The breakdown:

1. 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.
2. 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.
3. 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.