Ads that cost more than they earned
From February to May 2023, ACOS on the advertised products averaged 58.6% and TACOS 41.2%, on $2,882 of sales over 14 weeks.
The Starting Point
The Challenges Holding the Brand Back
Technical products with thin listings
In March and April 2024 the listings still needed new labels, product and lifestyle images, a comparison chart and A+ content, and the brand store was not finished.
A store that converted below its listings
In June 2024 the brand store converted at 3%, against 5% on the product pages.
What We Built
Rebuilding the Foundation for Scalable Growth
01
Advertising
- Created defense and retargeting campaigns (April 2024)
- Reworked Sponsored Products campaigns (June 2024)
- Raised the monthly budget from $750 to $1,000 (August 2024), when monthly TACOS was 8.19%
02
Listings, A+ content and store
- Wrote the concrete patch listing (March 2024) and added new images to every listing (June 2024)
- Concrete patch A+ content (June 2024) and a competitor comparison chart (July 2024)
- Separated the garage floor epoxy variation family and added how-to-apply images (November and December 2024)
- Casting resin listing, A+ content and a place in the brand store (June to December 2024)
03
Promotions and business buyers
- Prime Day 2024: 10% off all products, up to 5 units per customer
- Volume discounts for business buyers (July 2024)
The Results
Measurable Growth Across Every Key Metric
| Metric | Before | After |
|---|---|---|
| Sales of advertised products (14 weeks, Feb–May) | $2,882 (2023) | $31,718 (2024) |
| TACOS (same weeks) | 41.2% (2023) | 7.8% (2024) |
| ACOS (same weeks) | 58.6% (2023) | 23.3% (2024) |
| Product lines advertised | 1 (Feb–May 2023) | 3 (September 2024) |
| Concrete patch A+ content | None (March 2024) | A+ content and comparison chart (July 2024) |