Ad Spend Reduction Case study

Baby brand reduces ad spend by 38.5% while maintaining top line sales with a $12 ROAS

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Story:

A baby brand was concerned they were not using their ad spend as efficiently as possible. After an evaluation of their existing ad strategy, a 3-month test was created to measure the effectiveness of their current “brand protect” campaigns.

Test Strategy:

1.

Implement TACoS as a KPI to understand effectiveness of ad spend on top line sales.

2.

Significantly reduced brand protect campaign spend and reworked remaining spend to target peak sales times using dayparting.

3.

Track top line sales.

Results:

  • • Top line sales only dropped 1.6% ($19,000) during test period.
  • • Ad performance increase from $8.50 ROAS to $12.87 ROAS
  • • TACoS decreased by 37%
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