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350% ROAS Growth in 3 Months for a Garden Fencing Manufacturer

Digital Pedigree, a leading digital marketing agency, achieved an exceptional 350% increase in return on ad spend (ROAS) within a span of 3 months for a national garden fencing brand. By optimizing keyword selection, keyword bids, negative keyword targeting, and advertised product selection, Digital Pedigree helped the client thrive in a highly competitive category dominated by Chinese sellers.

CHALLENGES

1

Heightened Competitive Landscape
The market experienced a surge in competitors, specifically from Chinese sellers flooding Amazon with similar fencing products. This escalated competition, especially from well-funded third-party FBA competitors, has eroded the client’s previously secure market position.

2

Loss of Market Relevance
Due to the withdrawal from advertising, the client lost both traffic and relevance, leading to a slowing of sales growth over a 2-year period. Despite a recognizable brand name, the client’s lack of visibility undermined their market relevance.

3

Obsolete Content Standards
The client’s detail page content failed to align with current Amazon standards, including the recommendation for short product titles. This outdated approach to content further compounded the challenges of market relevance and visibility.

4

Surging Advertising Costs
Following the client’s advertising hiatus since late 2019, they re-entered a market where advertising costs have significantly increased, adding financial pressure to the challenge of regaining market visibility.

Strategy

Digital Pedigree devised and executed a robust strategy to enhance advertising performance and achieve substantial ROAS growth over a 3-month period:

  • Advertised Product Selection: Digital Pedigree worked closely with the client to identify the most competitive and profitable products within their catalog. By focusing advertising efforts on these high-potential products, they maximized the likelihood of success in the crowded marketplace.
  • Keyword Optimization: Digital Pedigree conducted thorough keyword research to identify high-performing keywords with strong relevance. By targeting the most valuable keywords for the client’s products, they ensured maximum visibility and relevance for their advertising campaigns.
  • Keyword Bids: Digital Pedigree optimized keyword bids to achieve the best possible ad placement and cost efficiency. By strategically adjusting bids based on keyword performance and competition, they maximized the client’s advertising budget while driving qualified traffic to their products.
  • Negative Keyword Targeting: To further refine the advertising campaigns, Digital Pedigree implemented negative keyword targeting. This ensured that the client’s ads would not appear for irrelevant or non-converting search queries, reducing wasted ad spend and improving campaign efficiency.
  • Detail Page Optimization: We restructured BRAND’s product titles and feature bullets to better reflect current Amazon guidance and best practices. Mainly, we removed the model number and inserted more critical keywords to align with customer search behaviors.

Results

Digital Pedigree’s advertising optimization strategies delivered outstanding results for the client:

  • Remarkable ROAS Growth: The client experienced an exceptional 350% increase in return on ad spend (ROAS) within just 3 months. By refining keyword selection, bids, negative targeting, and advertised product selection, Digital Pedigree significantly improved the efficiency and effectiveness of the client’s advertising campaigns.
  • Increased Market Competitiveness: Through a deeper understanding of the marketplace and competition, the client was able to better position themselves in a highly competitive category. They gained a competitive edge over dominant Chinese sellers by strategically targeting the most profitable products and optimizing their ad campaigns accordingly.

Conclusion

Digital Pedigree’s expertise and strategic approach enabled the client to achieve a remarkable 350% increase in return on ad spend (ROAS) within a short period. By optimizing keyword selection, bids, negative targeting, and advertised product selection, Digital Pedigree empowered the client to thrive in a crowded marketplace dominated by Chinese sellers. This case study stands as a testament to the effectiveness of strategic advertising optimization in achieving significant ROAS growth and gaining a competitive advantage.

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