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Top-clicked product for “Bone Broth”
LonoLife Improved Amazon Search Visibility With Smarter Ad Spend
InDUSTRY:
Food & Beverage
TOPICS:
iDerive Platform Implementation
Full Account Management
Budget Reallocation
Search Query Performance Analysis
Paid Media Management
Amazon Advertising Strategy
LonoLife had already built strong momentum on Amazon, but its advertising strategy was not fully aligned with how shoppers were discovering and purchasing in the bone broth category.
Before expanding the partnership, LonoLife’s advertising approach leaned heavily on broad efficiency metrics, especially ROAS. While ROAS remained important, the strategy did not provide enough visibility into whether media investment was actually growing market share, improving organic rank, or strengthening the brand’s position on high-value search terms.
Nearly half of the brand’s budget was allocated to Amazon DSP, limiting the amount of spend available for paid search. For a category where search behavior plays a major role in product discovery, Nectar saw an opportunity to shift the strategy toward more controllable, search-led growth.
Challenges
1
Overreliance on ROAS as the main success metric
2
Heavy DSP investment limited search opportunity
3
Limited control over search visibility
4
Solutions
Strategy
Nectar used iDerive analytics to move LonoLife from a generalized, ROAS-first ad strategy toward a more complete performance model built around visibility, share, and incrementality.
The goal was not simply to spend more. It was to make each dollar work harder by reallocating media toward areas with stronger potential to influence search performance, market position, and long-term growth.
The strategy centered on three priorities:
Reallocate budget toward paid search
Nectar shifted spend away from an overly DSP-heavy mix and toward paid search, where the team could better influence visibility on high-intent terms.
Broaden measurement beyond ROAS
The team evaluated performance through organic rank, impression share, market share, retention, and new-to-brand acquisition, creating a more accurate view of whether advertising was strengthening the business.
Segment campaigns with greater precision
Nectar prioritized Exact Match campaign segmentation to gain stronger control over where LonoLife appeared in search results, improving relevance and visibility for shoppers.
Execution
Nectar rebuilt the media approach around a more disciplined search strategy.
The team reallocated spend into paid search, refined campaign segmentation, and focused budget on placements with clearer demand signals. Instead of treating DSP and search as separate levers, the strategy evaluated how each channel contributed to the broader Amazon growth picture.
With iDerive, the team could connect advertising performance to broader business indicators, including market share, organic rank, and product-level visibility. This helped the team make decisions based on total marketplace impact rather than isolated campaign efficiency.
Results
By moving away from a DSP-heavy, ROAS-only strategy, LonoLife strengthened its position in the bone broth category.
The brand became the top-clicked product for “Bone Broth” for the first time, improving its visibility on one of the category’s most important search terms. The updated strategy also supported gains in market share, organic rank, retention, and new-to-brand acquisition.
Because the original iDerive case study page appears to show broken percentage values for total sales and brand purchase share growth, the safest publishable version should lead with the verified ranking result and keep the remaining outcomes qualitative unless the exact percentages are confirmed.
We had never had the finance side so well integrated with ads.
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