How we increased profitability and doubled sales for this dog brand
Our results in numbers
2x
annual sales
-52%
decrease in TACOS
100%+
increase in profit margin
Meet the client
Marketplace Amazon US
Category Pet supplies
The founder of this dog brand felt there was a gap in the market for high-quality, nutrient-dense food for active and working dogs. With the help of a canine nutritionist, he developed 2 lines of dog food, treats, toppers and supplements.
After becoming well-known in the dog training world and with a website boasting over 3,000 5-star reviews, they wanted to see if they could capitalize on this popularity by offering their products on Amazon’s marketplace.
The challenges
Getting onto Amazon wasn’t as easy as this company initially thought
Their advertising efforts were unfruitful – they were overspending on their budget with extremely high ACOS
With a lot of their work being done internally, they were overwhelmed and overstretched
Stage 1: Mid 2023
The problem
Overspending on advertising with high ACOS
The solution
Stabilize then-current advertising
The first order of business was to improve the existing ads on the account. In mid 2023, we turned off ads that weren’t working to quickly stop the hemoraging, optimized the campaigns we wanted to keep, and focused on rolling out a new ad structure that could be scaled profitably.
The results
Significant ACOS reduction & 2x ad sales
After optimizing the ad account and rolling out the new campaign structure, we saw ACOS drop from an astounding 257% to just 14%, all while doubling ad sales.
Stage 2: Late 2023|Early 2024
The problem
Poor conversion and poor/inconsistent branding across the catalog
The solution
Establish & implement new design system
In late 2023, we worked on improving the content on the entire product catalog. We optimized listings to improve ranking by conducting competitor and keyword research and implementing that into the listing copy.
We also created a new design system that would feel consistent across all the products. We redesigned the listing images/graphics, A+ Content, and Branded Storefront to improve brand trust and increase conversion rates.
This also allowed us to scale ads and start enrolling the products through Vine to get product reviews and gain customer trust in late 2024.
The results
100% increase in ad sales
With the revamped content and new design system across 19 ASINs, we began to scale ad spend, doubling sales.
Stage 3: Mid 2024
The problem
Dip in profitability
The solution
Refine ads and scale up profitability
With the content and design improvements in place, in late 2024 we started multiple initiatives to further increase conversions rates and profitability:
- Refined ads to bring back the margin above 10%, then scaled up again profitably.
- Paused Vine enrollments after having started the process in the first quarter.
- Kept our Q1 subscribe & Save strategy in order to increase CLV and improve long-term profitability with a strong foundation of recurring revenue.
The results
Improved profitability with consistent sales levels
Margins were more than doubled to around 12% and sales were restored to the previous levels within 4 months
