Purity Products – Supplements – Multichannel Scaling

The Problem:

Purity Products is an industry-leading supplement brand that has improved the lives of their customers for over 30 years. They came to us to grow their digital marketing presence.

https://www.purityproducts.com/

Voy Media Strategy:

When we first examined this product, the performance was very promising. They had a CPA target of $115 and they were spending almost $55k a month on just this product. 

(Traffic * CVR * LTV) – VC = Profit

This is our favorite formula to reference when we are identifying areas of opportunity.

Their ads we’re great with high CTRs (above 2%) and cheap clicks. The conversion rate was also decent at 2.98%. 

Outside of variable costs, there was only 1 other factor that we had not worked on. That was lifetime value. If we could increase lifetime value, we would be able to increase our CPA allowance and scale our ads without finding breakthrough creatives (the traffic variable) or landing pages (the conversion rate variable). To increase lifetime value, we could increase our customer retention, increase our AOV, or increase our total media returns for our ad spend.

Increasing our overall digital revenue from our ad spend is exactly what we did:

• Google Retargeting Ads: A typical customer journey starts with discovering the product through Facebook ads. The customer will then head over to google to do additional research. 

By running branded campaigns, we make sure that competitors are not showing up in search results when customers are searching for Purity Product supplements. These retargeting ads also allow more places for the user to click and easily find our page. The next step in the buyer journey usually involves continuing their research on Amazon.

• Amazon Ads: People may discover the products on Facebook, but will often come to Amazon to buy because of how easy the checkout process is and how fast the shipping is. Amazon ads serve a similar function as google ads, we stay on the top of the search results and are constantly top of mind for the customer. We always suggest our partners have an Amazon presence as well as their own store. This creates a multiplier effect for the next strategy.

• Amazon Ranking: Amazon US market share of eCommerce in 2021 will be 60%. They have an incredible amount of traffic that we can take advantage of with an Amazon presence. One of the most important factors to success on Amazon is to be visible in front of this huge audience. 

You can do this with ads, but also through organic rankings. To simplify what drives organic rankings, put yourself in Amazon’s shoes: “what can make Amazon more money?”. Whatever is making Amazon the most money, is what they would like to show higher up in the rankings. 

A lot of Amazon sellers advertise exclusively on Amazon, and those sellers are competing with each other in the rankings using the same Amazon traffic. For our partner’s to have a leg up against the competition, we “accidentally” drive off-Amazon traffic to our listing. We don’t drive traffic straight to the Amazon page, because this has the potential of hurting our Amazon conversion rate (which is an important signal for the ranking algorithm). Instead, we let our customers navigate to Amazon from our FB ads just as they would naturally do in their research process. When these users start buying off Amazon, your listing now has the combined traffic of Amazon ads, Amazon organic, plus Facebook traffic. This is more traffic than other Amazon sellers who rely on just Amazon ads and organic traffic. You’ll start seeing an increase in your organic Amazon rankings and because of that, organic sales will come flooding in. 

This is one of those no-brainer strategies that would help almost any physical product brand. These 3 advertising channels go hand in hand perfectly and result in a beautiful revenue-generating machine once those organic Amazon rankings start moving higher. 

The Results:

In January we started with a $115 CPA target and $55k in ad spend. This was our target to beat.

In February, we had set up Google retargeting, and Amazon ads. These additional traffic sources already began to push our total media to spend revenue higher. We were able to adjust our CPA target to $145 ($30 increase) within just a few weeks of turning on these channels. We were able to scale from $55k in January ad spend, to $180k in February, a 227% increase!

In March, our Google and Amazon campaigns were a bit more optimized, but more importantly, our Amazon rankings were picking up due to the increased ad spend on Facebook. This resulted in us pushing Facebook even more, which improved our organic Amazon rankings even more, which resulted in even more Amazon organic sales. In March, we finished with 2190 purchases at $141 CPA. That’s a 365% increase in sales in 3 months!