The Challenge:

On the surface at onboarding Ancient Keto appeared to be plateaued in terms of marketshare and sales growth. Ancient Keto (Canada) had showcased remarkable success with their flagship product, Burn, but their broader product line had yet to fully realize its potential within their respective markets. Furthermore, within the fiercely competitive landscape of supplement niches on Amazon, the weight loss and weight management category stands as one of the most hotly contested arenas. Here, Ancient Keto contended not only against established industry giants but also faced challenges from black hat Chinese commodity sellers and formidable third-party vendors. The resulting environment was characterized by exorbitant Cost Per Clicks (CPCs), inflated Cost Per Acquisitions (CPAs), and significant obstacles in achieving organic visibility across a multitude of critical keywords. Thus, navigating this challenging terrain required a strategic approach to maximize market penetration and capitalize on emerging opportunities for growth.

The Strategy:

Utilized a meticulously crafted targeting segmentation strategy across all primary search interests to optimize budget allocation, drive paid sales expansion, and maintain operational efficiency.

Performed a complete overhaul of the secondary catalog’s SEO based on emerging search trends, lifetime sales data, and Amazon brand analytics insights to improve organic footprint as well as increase impression volume in advertising.

Leveraged the search query report in Amazon brand analytics to isolate shifting search trends due to chinese black hat SFB (search find buy) and incorporated those terms into our overall PPC strategy to maintain top of search share on high volume targets.

Implemented our proprietary fractional ACoS bid management framework to maximize efficiency for intensely competitive keyword markets.

Leaned hard into sponsored brands using content that showcased the brands health canada credentials vs the competition. Safety is a key concern for most supplement consumers and highlighting this benefit lead to a significant increase in overall sponsored brands RoAS.

Incorporated Amazon marketing stream to smooth out hourly inefficiencies on Ancient Ketos highest grossing and highest spending targeting.

The Results:

While having a strong marketing presence is crucial for success on Amazon, the importance of a robust supply chain and efficient operations cannot be overstated, especially in challenging circumstances. Ancient Keto successfully maintained ample inventory levels and navigated through compliance-related setbacks at the listing level on numerous occasions. With a solid foundation laid by the brand management team, supported by the efforts of the Rainmaker team and the social media arm of Ancient Keto, the results realized were outstanding. In just the first year, Ancient Keto achieved an impressive 50% increase in sales and a remarkable 196% growth in paid sales, all while managing to sustain reasonable Cost Per Click (CPC) rates despite inflationary conditions in the ad auction (10% reduction in overall CPC costs). The success enjoyed by Rainmaker and Ancient Keto underscores the significance of a strong agency-brand partnership as a catalyst for achieving explosive brand growth.