30.11
%
Decrease in ACOS
76.06
%
Increase in Ad Sales
115
%
Increase in SOV
26.9
%
Increase in NTB Customers
The Brand
Baby Pro, is a proud member of the Longroad Brands family and seamlessly aligned with Evenflow Brands. Baby Pro is dedicated to offering a diverse selection of high-quality baby products, designed to enhance the lives of both parents and their little ones. Committed to quality excellence, Baby Pro handpicks top brands to ensure every product meets rigorous standards. The brand emphasizes diversity and choice, providing everything from essential baby gear to innovative solutions that address the unique needs of families. With a focus on outstanding customer satisfaction, Baby Pro strives to deliver a smooth and enjoyable shopping experience. By staying ahead of industry trends, Baby Pro continuously introduces cutting-edge products that make parenting both easier and more enjoyable.
Objectives and Challenges
- Competition from Me-Too Products: Baby Pro faced stiff competition from numerous similar products in the child safety, nursery essentials, and toys categories. These “me-too” products offered comparable features at lower prices, making it challenging for Baby Pro to differentiate itself. Established competitors with extensive customer reviews and market presence further complicated the situation, making it difficult for Baby Pro to attract and convert customers.
- Struggling for Market Share: Baby Pro’s market share lagged significantly behind top competitors, being 26.39% lower than the leading brand and falling short by 9.86% and 7.67% compared to the #2 and #3 brands, respectively. This lower market share resulted in diminished visibility on key Amazon search results pages, limiting the brand’s exposure to potential customers.
- Rising Customer Acquisition Costs: The brand experienced a high cost per customer acquisition (CAC) of 23.79% of average order value (AOV) between September 2023 and December 2023. This elevated CAC made acquiring new customers increasingly expensive, impacting the brand’s profitability and growth potential.
- Limited Budget and Resources: The increasing CAC constrained Baby Pro’s advertising and marketing budget. With shrinking profits, the brand had fewer resources to invest in strategies to enhance brand awareness, improve conversion rates, and drive sales growth on the platform.
The Solution
Evenflow, leveraging Adbrew’s advanced tools, transformed Baby Pro’s Amazon advertising approach to overcome intense competition and achieve significant growth.
Intra-Day Ad Optimization
The brand utilized Adbrew’s Hourly Performance Reports, powered by Amazon Marketing Stream, to implement a data-driven dayparting strategy. This allowed the brand to:
- Analyze real-time customer behavior fluctuations throughout the day and week.
- Leverage Adbrew’s AI system to automatically adjust bids based on performance insights, maximizing return on ad spend (ROAS).
- Increase bids during high-conversion periods to capture more sales at a favorable ROAS.
- Decrease bids during low-conversion hours to optimize budget allocation, ensuring the most efficient use of advertising spend.
This strategy resulted in improved budget efficiency and increased overall campaign success.
Advanced Insights and Analytics
The brand utilized data-driven insights to elevate its advertising strategy by implementing Adbrew’s Share of Voice (SOV) tracking system. This feature provided detailed daily and hourly data on their market share for each targeted keyword, as well as visibility into competitors’ search presence, including ad placements and rankings on Amazon serach results pages. With these insights, the brand crafted a more strategic advertising approach, identifying opportunities to outperform competitors and capture a larger market share. By optimizing ad placements and focusing on high-potential keywords, they significantly improved their competitive positioning and overall ad performance.
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Optimizing Placement for Maximum Impact
Through an in-depth analysis of the Adbrew dashboard, the brand discovered that top-of-search placements were driving the most effective results. Leveraging Adbrew’s placement optimization feature, the brand adjusted placement modifiers to focus more on high-performing areas.
As a result, the brand achieved a 34.15% increase in sales from top-of-search placements and a 27.76% increase from product page placements, all while significantly reducing ACOS. Adbrew provided the flexibility and insights needed to make data-driven adjustments that optimized performance across different ad placements, ultimately enhancing the brand’s overall advertising effectiveness.
Automation of Bids, Budgets, Placement, and Target Harvesting
To effectively manage the complexities of BabyPro’s advertising account, the brand leveraged Adbrew’s powerful automation features. Adbrew’s system provided continuous optimization by automatically adjusting bids in real-time based on performance data, ensuring the account stayed competitive and cost-efficient.
Additionally, Adbrew streamlined keyword management by automatically identifying and harvesting high-performing keywords, while simultaneously eliminating non-performing search terms. This dynamic approach ensured that BabyPro’s campaigns remained consistently optimized, with precise adjustments that maximized return on ad spend and improved overall campaign efficiency.
Building Brand Awareness with Sponsored Display and Sponsored brand ads
The brand recognized the potential of Sponsored Display and Sponsored Brands for enhancing brand awareness, using insights from Adbrew’s audit page. These insights helped guide a strategic shift in their advertising approach:
- Sponsored Display: Evenflow launched dedicated campaigns for each product category, aiming to enhance visibility and reach across Amazon’s display network. This allowed them to effectively target audiences and boost awareness for specific product lines.
- Sponsored Brands: By consolidating its efforts into a single, highly focused campaign, Evenflow showcased its best-selling products and directed traffic to its brand store. This strategy resulted in a 13% increase in sales, despite a significant 50% reduction in spending on Sponsored brand campaigns.
Results
The campaigns achieved notable results:
- Sales Boost: Ad-attributed sales surged by 76.06%, rising from ₹31,86,175.65 (Sep-Dec 2023) to ₹56,09,592.49 (Jan-Apr 2024), with only a 23.02% increase in ad spend, highlighting the campaign’s efficiency.
- Improved Efficiency: Advertising cost of sales (ACOS) dropped by 30.11% from 23.75% to 16.6%, and total advertising cost on sales (TACOS) improved by 4.93%, decreasing from 11.7% to 11.1%.
- Enhanced Brand Awareness: Share of voice (SOV) grew by 115%, from 2.75% to 5.93%. Generic keyword SOV increased by 42%, and overall SOV climbed by 41.5%.
- Customer Acquisition & Retention: New customer share rose by 26.9%, from 5.65% to 7.18%. The repeat customer rate grew by 13.33%, leading to a 56.78% increase in repeat customer share, from 5.9% to 9.25%.