Boosting Digital Sales and Slashing Ad Spend

Optimizing underperforming ad spend and improving digital content to increase sales

HOW WE DID IT 

After reviewing Bush’s marketing tactics at Target, Acosta identified inefficiencies in our client’s retail media ad budget and underperformance in Target’s sponsored search program. 

Driving performance on Target.com

Our Target-aligned digital strategists devised a plan to improve brand presence on Target.com and cut spending by 60% while increasing campaign performance. 

By precisely aligning product information to the website’s taxonomy, the brand rose into the top search results, ultimately controlling several search terms across the internal search function and within numerous categories. 

We tailored content to the detailed Target requirements, boosting them on Target’s website, app and in  organic Google traffic to individual product detail pages.  

We also wanted to make sure online shoppers saw our client’s products even when viewing other brands in the category. To do so, we adjusted the product attributes, which put our client’s products as recommended similar items when viewing competitor brands. 

Once the content was shopper-ready, we executed a retail media campaign that drove a 240% increase in performance. Key optimizations included: 

• Using detailed retail media targeting based on audience ROAS 
• Maximizing delivery and win rates by adjusting bids and frequency caps  
• Pausing lower performing campaigns and re-allocating budget 
• Achieving a 2.5 ROAS by creating a new, strategic audience 

Revitalizing sponsored search

Acosta’s digital strategist revamped Bush’s sponsored search, focusing on individual product listings, seasonal flight dates, and non-branded search terms. Bid placements were adjusted based on seasonal trends and inventory.  

Acosta’s Business Intelligence and Analytics teams identified crucial improvement opportunities and set new objectives.  

The revamped sponsored search program positioned Bush as an industry leader, with increase sales growth and online penetration: 

• 3x increase in ad spend efficiency 
• 457% increase in ROAS 

Success hinged on the constant testing and tweaking of campaigns based on shopper behavior, Target.com requirements and knowledge of the site’s back-end infrastructure. Without those three components, our client would have left dollars on the table.