Nectar had optimized Amazon advertising campaigns for General Tools and Donna Sharp, but we wanted to reduce the advertising cost of spend (ACoS) even further because both brands have large monthly advertising budgets.
In addition, for Donna Sharp, a bedding brand, the warm-weather season is their slowest time of year and was contributing to the difficulty of further decreasing ACoS.
Leveraging an daily and hourly metrics within our advertising platform, we effectively reallocated budgets to optimize their impact, even raising bids during peak performance periods. Nectar successfully experimented, observed, and pinpointed high-traffic, high-conversion times to adjust both budgets and bids accordingly.
For General Tools, expenditures were minimized during off-peak hours to allocate more resources to peak times.
In Donna Sharp's case, bids were increased during peak hours while simultaneously lowering spending during less active periods.
As a result, Nectar lowered ACoS by 16% for General Tools and by 11% for Donna Sharp.
In fact, we lowered ad spend over the test period while improving return on ad spend, and increasing overall sales.
General Tool Account Before Data Analysis:
Sales = 145k Spend = 11k ACoS = 7.64%
With Data Analysis:
Sales = 147kSpend = 9.6k ACoS = 6.53%
Donna Sharp Account Before Data Analysis:
Sales = 48k Spend = 10.3k ACoS = 21.5%
With Data Analysis:
Sales = 48.3k Spend = 9.2k ACoS = 19.2%
The brands’ ad spend was more efficient because we were able to reduce wasted spend during times where traffic and conversions were low, and focus the budget during peak times.
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