$
16.5
K
X
%
Improvement in TACOS on Monthly 6-Figure Ad Spend
Optimizing Ad Spend And Boosting Profitability in a Competitive Market
InDUSTRY:
Beauty & Personal Care
TOPICS:
Advertising
Strategy
Keyword Research
Dayparting
Agency Transition
An established beauty brand came to Nectar spending over $100,000/month in advertising with approximately 20% total advertising cost of sale (TACoS), undermining their profitability.
Before working with Nectar, the brand had worked with another agency which was struggling to improve profitability. The prior agency lacked a clear advertising strategy, which resulted in lots of wasted spend (spend with no sales) and negatively impacted profitability. Nectar made transitioning painless, recognizing the prior bad experience. They learned the brand's concerns and goals, and set to work.
Given the highly competitive nature of the beauty industry, Nectar faced the challenge of boosting profitability without sacrificing scale.
Challenges
1
Wasteful Ad Spend
2
High TACoS
3
Reaching Relevant Customers
4
Agency Transition
Solutions
The Nectar PPC team implemented a 3 part plan to improve profitability:
Optimize Keyword and Ad Strategy
Nectar's first step was an audit of existing campaigns and keywords. They identified and halted campaigns and keywords that were generating low or zero returns. Further, they reviewed keyword performance to set negative targets—keywords to avoid—and added more relevant long-tail keyword specifics such as "organic anti-aging serum" to better target their audience.
Campaign Segmentation by Product
Nectar then divided generalized campaigns into single ASIN (Amazon Standard Identification Number) campaigns. This granular approach allowed for a more detailed assessment of each product's performance.
Implement Day-Parting
Lastly, the team utilized historical sales data to determine the most and least effective times for ad placement. They implemented day-parting to pause ads during low-performance hours, like 1 am to 6 am, to minimize wasteful spending.
Results
These optimizations led to increased sales and informed decision-making, ultimately resulting in a permanent 16.5% improvement in TACOS and 17.6% decrease in spend. The plan increased profitability and laid the foundation for more sales.
Before
After
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