$
83
K
X
%
New-to-brand orders
How Hamilton Beach Grew New-to-Brand Orders by 83%
InDUSTRY:
Home & Kitchen
TOPICS:
Sponsored Product
2. Situation
Hamilton Beach’s Sponsored Products campaigns were posting strong efficiency, but the brand was losing ground in category search. Most of the budget sat on branded terms, reaching shoppers who were already looking for Hamilton Beach. Food processor shoppers who searched by product type were choosing other brands. The efficient numbers hid a shrinking share of the category.
3. Task
- Too much spend on branded terms, where shoppers had already chosen the brand.
- Weak purchase share on category searches like “food processor.”
- Category budget spread across too many head terms to win placement on the best ones.
The task: win more category purchases from shoppers who had not yet picked a brand.
Challenges
1
Most spend went to branded terms, where shoppers had picked a brand.
2
Only 27.5% of “food processor” purchases went to Hamilton Beach.
3
Category budget was too thin to win placement on top head terms.
4
Solutions
The Decision Point
Nectar could protect reported efficiency by keeping the branded-heavy mix, or move budget to where the brand decision actually happens. We chose category search.
What We Did
- We shifted Sponsored Products budget from branded targeting into category head terms.
- We narrowed the head-term list so bids were concentrated on the strongest terms.
- We raised top-of-search bids on the highest-converting placements.
How We Measured It
We compared Food Processors performance across [current period] and [previous period] on new-to-brand orders, total revenue, and organic revenue, and tracked brand purchase share for “food processor” week over week.
Results
New-to-brand orders: +83%
Total revenue: +36%
Organic revenue: +30%
“Food processor” purchase share: 27.5% → 38.4% (+10.9 pts)
“Hamilton Beach already had a strong brand presence, so spending ad dollars to capture customers who were already planning to buy Hamilton Beach wasn’t an investment in growing their business. The strategy was taking brand-agnostic shoppers in the category and getting a brand they already trust in front of them during times they’re ready to buy.” Darrell Vanterpool, Sr. Advertising Manager
What This Means for Your Brand
Branded campaigns usually report the best ROAS in an account because they reach shoppers who have already chosen the brand. Brands losing category share should move budget to a focused set of category head terms and top-of-search placements. Then judge results on new-to-brand orders and category purchase share.
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