Natural Force, a premium supplement brand, faced rising competition on Amazon that was driving up their cost-per-click (CPC) and making it difficult to scale profitably. To reduce ad spend inefficiencies and increase customer loyalty, they partnered with Channel Key in 2023 to refine their advertising strategy and boost profitability.
Their goal was clear: reduce CPC, optimize ad spend, and increase Subscribe & Save adoption. With a crowded marketplace and increased competition, they needed a strategic approach to make every dollar count.
Approach
- Evaluate Competitive Landscape
Natural Force was facing increased competition, driving up CPCs and threatening profitability. Channel Key conducted a competitive landscape analysis to identify inefficiencies in ad spend and pinpoint areas for improvement. - Optimize Ad Spend
Channel Key identified that a significant portion of the budget was not being allocated to the highest-converting placements. This insight led to a more targeted approach in ad placement to improve the return on ad spend. - Implement Subscribe & Save Strategy
To increase conversion rates and foster customer loyalty, Channel Key introduced a targeted Subscribe & Save promotion strategy, optimizing for both short- and long-term gains.
Key Results
-
95% of ad spend was moved to top-of-search placements, driving a consistent Top of Search Impression Share of >30%.
-
Average CPC was reduced by 41% compared to Sponsored Products by integrating video content on select keywords.
-
The strategic integration of coupons and promotions at key moments in the customer journey led to a 91.3% increase in Subscribe & Save orders year-over-year.
Conclusion
Within a few months of refining their Amazon ad strategy, Natural Force saw significant improvements. By shifting their ad spend to high-performing placements and implementing targeted promotions, they were able to reduce CPC and dramatically boost Subscribe & Save subscriptions.
With a 41% reduction in CPC on video ads, 91% increase in Subscribe & Save orders, and 95% of ad spend directed to top-of-search placements, the results speak for themselves. Natural Force’s partnership with Channel Key delivered impactful, scalable growth in a competitive market.
