75% Boost in Ad Efficiency due to VENDO’s Segmentation Strategy

Dec 15, 2024

$2>$3.50

Prime Day
ROAS Improvement YoY

17%

Increase
in Shipped Revenue YoY

#3

Organic Ranking on
‘Protein Powder’

6

Products Moved
to Page 1

Context

A brand in the sports nutrition category came to VENDO with the task of improving ad efficiency across the board without hurting top-line sales. VENDO immediately identified key areas we wanted to push and used segmentation as the main strategy to achieve our goal.

Segmenting is the process in which we identify high priority targets and give each respective target their own ad budget and ad campaign, the overall goal being to isolate ad spend towards the best revenue driving and new to brand acquiring areas.

Tactics

High-Priority Keyword Segmentation

    1. VENDO moved high volume keywords, such as ‘protein powder’, into isolated campaigns.
    - Isolating keywords allows for a more concentrated spend towards these campaigns and other higher revenue-generating targets.
    - This strategy maintains top-line sales, control over CPCs to improve overall efficiency, and helps with organic growth at the keyword level.

Branded vs. Non-Branded Segmentation

    1. VENDO cleaned up the brand’s account by splitting ad spend between defensive and acquisition strategies.
    - Approximately 70% of spend went towards non-branded targets (keyword or product targets) to push customer acquisition and competitor conquesting.
    - 30% of spend went towards branded targets to allow for adequate defense of the brand's own PDPs and keywords.

Product Targeting Segmentation

    1. VENDO identified key competitors and pushed specific competitor conquesting campaigns to improve market share.
    2. This strategy secured the Overall Pick Badge for the brand on a key search term over a competitor who has been dominating the space.

Conclusion

Through segmentation across three levels – branded vs non branded, keyword, and competitor targeting – VENDO was able to isolate ad spend towards both high revenue and efficiency targets.

Whether that was conquesting specific competitors, pushing for organic rank on high search volume terms, or defending current market share, segmentation allowed VENDO to control advertising spend more precisely towards each strategy. This resulted is a more efficient, calculated, and strategic performance.