Oceanwing, a top digital marketing agency, leveraged Pacvue’s advanced commerce platform to optimize TACOS (Total Advertising Cost of Sales) for a leading wellness brand. With Pacvue’s Rule Library, Dayparting, and Bid Explorer, Oceanwing successfully implemented an optimized ad strategy. This resulted in significant improvements in advertising efficiency.
+25%
Increase in Top-Of-Search Click Share
-15%
Decrease in TACOS
The Challenge
To solve for the wellness brand’s challenges in achieving optimal TACOS (Total Advertising Cost of Sales) the team sought the expertise of Oceanwing. In order to devise a comprehensive advertising strategy, Oceanwing implemented Pacvue’s commerce platform to support its optimization efforts.
The Solution
Leveraging Pacvue’s powerful tools, they focused on three core tactics: Rule Library, Dayparting, and Bid Explorer.
- By utilizing the Rule Library, Oceanwing automated campaign management by setting up rules to mitigate low-performing campaigns and reduce wasteful spending.
- Dayparting allowed Oceanwing to invest resources during the most conversion-friendly time periods, optimizing advertising impact.
- With Bid Explorer, Oceanwing maintained a competitive position for core category keywords, ensuring a strong presence in search results.
To provide direct visibility and insight into what percentages Pacvue’s Dynamic Dayparting would increase or decrease bids by, the manufacturer harnessed Pacvue’s Automated Insights to see historical hourly CVR performance data, along with Pacvue’s recommended bid adjustment percentages for every hour of every day of the week.
Results
Pre-optimization, the TACOS (Total Advertising Cost of Sales) stood at 50%, but after implementing the optimized ad strategy, it dropped to 35%, representing a 5% reduction in advertising costs. And top-of-search click share experienced a substantial increase from 32% to over 40%, indicating enhanced visibility and market reach.
The implementation of Pacvue’s Rule Library, Dayparting, and Bid Explorer allowed Oceanwing and a Leading Wellness Brand to acheive:
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