The Rabbit Company, a leading provider of high-quality rabbit vibrators, aimed to boost sales and optimize its Return on Ad Spend (ROAS). However, they were faced with the complexities of operating in an industry with restricted mainstream advertising options. The adult nature of the product removed many of the traditional advertising options, and while a niche industry is a good thing, this particular niche is relatively crowded. The product also traditionally lends itself to the need for discretion while simultaneously being bold about its capabilities, quality, and the value of a healthy sex drive.
The Rabbit Company sought to increase market share in this competitive industry and needed help navigating these constraints and optimizing ad campaigns for profitable growth. The Rabbit Company enlisted the expertise of Nectar’s website marketing team.
Nectar promptly embarked on an intensive fact-finding mission, delving deep into the sex toy industry, scrutinizing similar vibrators in the market, analyzing competitor brand strategies, and evaluating the industry landscape. This rigorous research not only uncovered the advertising constraints unique to the sex toy industry but also provided valuable insights into market dynamics and product positioning. Using this information, a detailed 90-day plan was devised. The plan included clear, actionable strategies, resulting in a stage-by-stage execution roadmap:
The first 30 days focused on elevating the ad copy for existing campaigns. Through the addition of specific callouts and extensions, the team effectively utilized all assets, optimized headlines and descriptuons, enhancing engagement and click-through rates. Nectar is no stranger to optimizing copy for big results.
The following 30 days centered on refining the campaign structure, drawing insights from past successful campaigns. This restructuring involved the reassignment of keywords and landing pages to more relevant groupings and a more balanced distribution of budget across campaigns.
In the final 30-day period, efforts were directed toward optimizing bidding strategies through conversion tracking and smart bidding. The team transitioned to a Target ROAS (TROAS) setting while scaling up the budget, further enhancing efficiency. G4 tracking was implemented to facilitate more accurate reporting across platforms.
The meticulously executed 90-day plan yielded significant improvements for Rabbit Company:
Through effective collaboration with Nectar’s website marketing team, Rabbit Company not only navigated potential roadblocks but also achieved impressive growth and more than doubled ROAS in 90 days.
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