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Case Studies

Fresh Roast

Amazon Advertising

Home Roasting Supplies provides the high-quality Fresh Roast Coffee Roaster to coffee lovers. It's a simple and efficient way to roast coffee beans at home in under 10 minutes. The brand faced a significant challenge with a year-over-year (YoY) decline in total sales and sought guidance from Blue Wheel to turn the situation around. The main goals were to increase non-branded exposure to attract new customers and boost reach and traffic, while keeping spending under control and ROAS above 10. Our client wanted to generate positive sales movement, especially during Q4.

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Results

Increase in Sales+20%Q4 Sales Growth ‍
YoY Increase in Sales+25%Year-over-Year November Sales Growth ‍
Impressions4.1M6-Month Period Impressions ‍
Clicks21.1k6-Month Period Clicks ‍ ‍
ACoS5.76Overall Q4 ACoS ‍

The Challenge

With concern about Q4 and their performance and with little spend going behind non-brand, they wanted to get more brand exposure and attract new customers. The primary issue with Fresh Roast’s legacy (old) campaigns was the focus on targeting branded keywords. This approach restricted their visibility to shoppers already familiar with the product, preventing them from reaching potential new buyers.

The Process

Blue Wheel’s team concentrated keyword research on high search volume terms and utilized Search Term Isolation to identify potential targets based on these keywords. We incorporated sponsored campaigns and closely monitored results to adjust and refine our Fresh Roast strategy.

1Launching Campaigns

STI chains were kicked off for two best-selling Fresh Roast products (SR800 and SR540) and we implemented Sponsored Products and Sponsored Display internal targeting to secure the Product Detail Pages. We launched branded and non-branded Sponsored Brands ads to maximize reach and visibility. After Q4, we leveraged the valuable data collected in the year before to refine and expand our strategy, ensuring continuous improvement and optimized performance.

2Monitoring and Adjusting

By closely monitoring and fine-tuning our strategy, we avoided the typical challenges of non-branded target shifts, such as substantial increases in spending and decreases in efficiency. We effectively utilized Search Term Isolation and competed for ad placements without overspending, as we could shift our focus to long-tail keywords when high-volume terms became too costly. Our advertising experts consistently researched and pinpointed new products, keywords, and audiences to target, ensuring we maintained a sustained reach.

The Solutions

Our advertising team had to stabilize sales to prevent YoY decreases and get a 10%-15% YoY growth. We began with a thorough account inspection, revealing minimal non-branded exposure as a critical area for improvement. Initially, we launched campaigns and gradually shifted the budget towards non-branded targets.

Strong bidding strategies were utilized to secure competitive ad placements. We concentrated on the main search terms, and relied heavily on our STI (Search Term Isolation) bidding tactic to prioritize high-performing keywords.

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