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Sophie Hits First 7 Figure Month for Consumables Brand.

Niche supplement brand reaches 7 figure monthly revenue rate while increasing profits.
Vegan

41%

Average ACoS

17%

Average TACoS

20%

Month-over-month
growth rate

The Brand

supplements
This Sophie Partner brand focuses on very specific, non-mainstream supplements for biohackers and longevity enthusiasts.
Although they had experienced fairly healthy growth before becoming a partner, they knew that with proper feedback systems in place and a sophisticated Amazon PPC setup, they could take their growth parabolic.
They were right. We took them on as a partner and immediately made changes putting them on a path to exponential growth within the first 2 months (screenshot below...)

They had great products, great founders, but bad target-relevance optimization.

Even though the brand was already growing, it could only grow linearly (rather than exponentially), and was stuck on the treadmill of being forced to continue running wildly unprofitable campaigns for fear of losing momentum.
Upon onboarding, we uncovered a number of core issues and insights:
1. Target squeezing
As is the case with many brands, we uncovered a target squeeze cycle in which flawed early target negation was continuously limiting the keyword and ASIN targets the brand could go after – trapping them in an ever-tightening box of limited target options.
2. High Converting Search Term Families Ignored
There were a number of critical high converting search term families (otherwise known as semantic cores) that were being ignored. The data clearly showed which search term families needed to be boosted, but the bid and budget allocation did not match. This data was also not being used to make the listing hyper relevant to its best converting search term families.
3. Low CTR on keywords with high relevance
Many of the keywords that had a high degree of relevance for the product were getting a low CTR due to a lack of thumbnail-target-optimization. This was causing a situation in which the brand had terms with a high conversion rate, but low volume simply because they were not getting the clicks.
4. PPC not Driving Rank
Even though the products had some solid ranking positions, they were far from their potential. The campaign setup did not include a significant carve-out for ranking boosting campaigns. Since they were focused on ACoS (Average Cost of Sale) rather than TACoS (True Average Cost of Sale)

How We Doubled in 4 Months

We uncovered underutilized search term families

Deep analysis of historical ad data showed that there were a number of search term families with significant search volume and high relevance that were not being targeted properly. As soon as we discovered this, we knew there was enormous untapped potential.

We re-allocated existing ad spend to optimize for ranking results.

Using the insights from deep data analysis, we restructured the campaigns to devote ad spend to targets that actually deserved it. This temporarily increased ACoS, but due to increased ranking for high value keywords, dramatically decreased TACoS - the most important advertising metric for every Amazon Brand.

We used advertising data to inform the product assets.

Now that we knew which targets were the highest performing, we started optimizing not just the campaigns, but the product assets (ie the listing thumbnail elements and listing elements), tailoring them to speak to the exact keyword families we uncovered. This got us more clicks and more conversions not just on our campaigns, but on our organic traffic as well, further decreasing TACoS.

We initiated aggressive Amazon PPC retargeting.

Using Sponsored Display retargeting, paired with the repeat purchase data Amazon provides for consumables brands, we were able to target customers who had already purchased our product at exactly the time in their customer journey that they were most likely to purchase again. We also initiated a special type of SP retargeting discovered internally at Sophie to retarget shoppers instantly after visiting our listings.

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Results

Ordered Product Sales

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