By Ted Gibson — RippleEffect
Any account can grow if you are willing to lose money doing it. Push spend hard enough and the topline moves. The harder version, and the only one that survives a budget review, is growing while efficiency holds.
The account behind our headline case study more than doubled revenue while total advertising cost of sale held at 14.6%, and finished with an advertising return 44% above the category average. That did not come from a clever trick. It came from ranking work before spend, a deliberate split between defending branded search and buying non-branded growth, and budget moved hourly to the times of day that convert. It is a collagen brand, and how the same discipline plays out across the category is set out on our page for supplement and wellness brands on Amazon.
When someone shows you growth numbers, ask for the efficiency numbers next to them. One without the other is half a story.