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141
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ROAS increase
How Mira Fertility Built a Stronger Amazon UK Business and Improved ROAS by 141%
InDUSTRY:
Health & Wellness
TOPICS:
Amazon Full Funnel Advertising
Data Analytics
Full Account Management
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Mira Fertility entered Amazon UK 3P with limited historical data and little account infrastructure to build from. Nectar rebuilt the account foundation and restructured advertising around scalable keyword segmentation, search term discovery, and product-level campaign strategy.
After the restructure, Mira increased ROAS by 141%, grew ad revenue by 114%, increased total revenue by 74%, and reduced TACOS by 49%.
Challenges
1
Launch Amazon UK 3P business with limited historical data
2
Rebuild account structure after reseller-managed setup
3
Establish keyword strategy with minimal search term history
4
Improve efficiency while scaling revenue
Solutions
Strategy
Nectar launched Mira’s Amazon UK presence as a ground-up build for immediate performance and long-term scalability. The team engineered a structure to gather data quickly because historical data was unavailable.
The team mapped the UK fertility landscape using SmartScout insights, competitor analysis, and reverse ASIN research. We prioritized search intent over high volume. This research established four pillars:
- Branded: Capturing existing demand.
- Category: Owning fertility and ovulation search terms.
- Conquesting: Winning market share from competitors.
- Discovery: Using low-budget auto-campaigns to identify new targeting opportunities.
The strategy relied on a "test and learn" loop. The team paired exact match campaigns for control with broad match and auto-targeting for discovery. This approach ensured the account evolved based on live UK search trends.
Execution
Nectar executed a full-scale account launch to make Mira a visible contender in the UK marketplace.
1. Architectural Foundations
The team built the account from scratch with a hyper-segmented campaign structure. We separated non-branded themes by isolating fertility and ovulation searches. This provided the granular bidding control necessary to optimize spend.
2. Multi-Channel Visibility
The team established brand authority through several channels:
- Sponsored Brands: We launched "Store Spotlight" campaigns to drive traffic to the Mira Brand Store.
- Sponsored Display: We used category-level targeting to build awareness and capture shoppers early in the fertility journey.
3. Data-Driven Maturation
The team used Search Query Performance (SQP) data to refine the strategy as the account gained momentum. We transitioned to a single-ASIN campaign model for Mira’s fertility kits. This allowed us to manage branded, category, and brand-defense targets with maximum efficiency.
Results
After restructuring Mira’s Amazon UK account on January 12, Nectar delivered meaningful gains in both revenue growth and advertising efficiency.
- ROAS increased 141%
- Total revenue increased 74%
- TACOS decreased 49%
- Ad-attributed revenue increased 114%
Supporting performance metrics reinforced the quality of that growth, including a 112% increase in conversion rate, a 62% reduction in CPA, and a 42% reduction in CAC.
This showed that Mira’s new Amazon structure was not only driving more revenue but doing so far more efficiently.
Before
After
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