BPN Supplements Case Study
Starting from zero, the business escalated to an annual ad spend of $222,739 with over a 5x return on ad spend (ROAS). The objective was to attract new clients with a minimum ROAS of 1 during prospecting efforts.
**Technical Challenge Resolution:** While tracking every dollar in revenue is impractical, a significant portion can still be monitored. In this case, the client implemented a welcome pop-up offering a 10% discount for new customers who subscribed to their email list. Though common, many companies don't realize how these pop-ups can distort tracking. Revenue from email sign-ups was entirely credited to the email channel, rather than the initial click source that led to the sign-up. By tracking sign-ups as custom conversions, we gained a clearer picture of the revenue our ads generated. Pop-ups like this typically dominate prospecting efforts, and itβs expected that most will take advantage of discounts when offered. This revised attribution method enabled us to aggressively scale prospecting ads and expand the clientβs new customer base, giving us a competitive edge.
**Strategy Solution:** When marketing a product similar to existing offerings, competition can focus on a specific advantage or price point. However, with a distinctive product, the opportunities are vast. Their unique offering enhances nutrient absorption, providing a clear market differentiation. The next step was to offer significant discounts on product bundles that included this unique item, along with free shipping. Many customers opted for bundles due to cost and convenience, allowing the quality and taste of the products to stand out. Most buyers tended to purchase additional items after their positive experience with the initial product.
**Advertising Solution:** The brand had a strong identity and an appealing backstory. Their humorous content resonated well with customers, so we leveraged the same style for the ads. Customers thoroughly enjoyed the advertisements, with some even going semi-viral! This approach resulted in remarkably low CPMs, proving that quality content is rewarding.