Beech-Nut Nutrition Company, an industry leader in the Baby Food category, realized their daily ad campaigns for Snacks and Pouches across Walmart Sponsored Products were running out of ad spend every day before peak-purchasing windows. Worse yet, these missed opportunities were happening just as supply chain challenges were driving higher purchase rates across the category. To combat this, Beech-Nut utilized Pacvue’s Bid Multiplier and saw sales improve by 66% with minimal increase in CPC.
+66%
increase in Sales
+93%
increase in Clicks
+25%
increase in CTR
The Solution
The Out of Budget (OOB) report showed that a leading campaign was running out of daily funds at approximately 4:30 pm PST on average. THIRD EAR calculated the daily budgets needed to sustain campaigns throughout the whole day, then applied a Pacvue Bid Multiplier Rule, increasing daily budgets and search placements in Walmart Sponsored Products. This strategy was implemented from September 1 through October 31, 2022, allowing a “pre-test” comparison period of July through August.
ROAS did decrease, but the added sales volume made up for it. We learned our spend levels were not yet near our point of maximum yield (when incremental spend produces negative returns). Third Ear and Pacvue are terrific partners & problem solvers, especially for CPG brands who do not sell directly to consumers via first-party eCommerce platforms
Results
The implementation of Pacvue’s Bid Multiplier and Connected Commerce delivered compelling results for Beech-Nut Snacks and Pouches:
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