The problem:
The agency Nectar wanted to help its client Doctor’s Best, a supplements brand, grow more profitably.
This is a lot easier said than done in the supplements category, where CPCs are very high. Doctor’s Best was spending a lot on ads without bringing in many New-To-Brand shoppers.
To make the ad spend worth it, Nectar wanted to ensure it was prioritizing New-To-Brand shoppers who would be highly likely to convert, re-purchase, and drive strong ROI.
The solution:
Nectar turned to Intentwise Explore, our solution for Amazon Marketing Cloud, to identify groups of shoppers who were especially valuable to the brand.
Using Intentwise’s advanced audience segmentation capabilities, Nectar isolated a number of key shopper groups who it expected to have a high conversion rate and a high repeat purchase rate.
These audiences included high-value shoppers, shoppers who have purchased but didn’t Subscribe & Save, and shoppers who added to cart but didn’t purchase.
Nectar selected these audiences from our powerful audience library, customized them, and scheduled them to run in the background, all with a single click.
Using Intentwise, Nectar pushed these new audiences to the Doctor’s Best non-brand Sponsored Products and Sponsored Brands campaigns. When these high-value shoppers searched the Doctor’s Best keywords, Nectar chose to boost bids by 80%.
Meanwhile, Nectar slashed its baseline bids by 50% on other campaigns.
Bidding up specifically on high-value audiences while cutting base bids meant it could focus its spend on the audiences that work.
The results were tremendous. Overall, with these new AMC audiences in its arsenal, Nectar drove a 17% increase in New-To-Brand customers for Doctor’s Best. That happened even as its total customer acquisition costs actually went down.
In a high-CPC environment, AMC audiences proved they were essential for keeping ad spend efficient and highly targeted.
“Intentwise helped us unlock the power of AMC by making high-value audience segmentation seamless,” said Harriet Carson, VP of advertising at Nectar.
