New products with no traction
Sales ran at $330 to $800 a month from May to November 2023. The rattles only got their first sale once ads started on July 31, 2023.
The Starting Point
The Challenges Holding the Brand Back
Ads that cost more than they earned
From May to October 2023, ACOS ran between 42% and 80% and TACOS between 28% and 59%.
Few reviews and thin listing content
Planer boards had only 7 reviews by March 2024, and the brand had no A+ content or brand store to build trust.
What We Built
Rebuilding the Foundation for Scalable Growth
01
Advertising built around catfish search terms
- Keyword research on terms such as "dragging weights for catfish" and "catfish dragging weights"
- Sponsored Products, Sponsored Brands and Sponsored Display, plus competitor targeting
- Defense campaigns across the whole range and Sponsored Brands driving to the store
- Category and retargeting campaigns as the catalog grew
02
Listings and brand store
- New main images and A+ content, approved December 2023 and refreshed May 2024
- Brand store featuring the rattles and planer boards
- Planer board titles highlighting the aluminum oxide material over plastic rivals
- Main image A/B tests
03
Pricing, reviews and bundles
- Profit analysis by product (44% and 33% margins) before every price change
- Repriced the rattles to $16.95 and launched a catfish kit bundle
- Enrolled planer boards, rattles and dragging weights in Vine for reviews
- Black Friday multi-buy discounts on the rattles
The Results
Measurable Growth Across Every Key Metric
| Metric | Before | After |
|---|---|---|
| Monthly sales | $439 (May 2023) | $7,480 (May 2024) |
| TACOS | 33.0% (May 2023) | 11.2% (May 2024) |
| ACOS | 42.5% (May 2023) | 18.7% (May 2024) |
| A+ content | None | Approved and live |
| Brand store | None | Live with rattles and planer boards |
| Planer board margin | Not tracked | 42% profit margin |