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Sanicat Case Study
Sanicat is the product of Spanish company Tolsa with an international vocation and a world leader in extracting, treating, and commercializing minerals. Their innovative thinking and more than 60 years of experience have led them to develop more than 250 applications that improve and connect people’s lives worldwide.
increase in average monthly conversion rate
81%
increase in ROAS comparing the first month of work and last month
4x
increase in sales comparing the first month of work and last month
42x
Who is Sanicat?
Sanicat has been making litter around the world that cares for cats, homes and the planet for over 60 years. They are experts in cat litter and have a perfect eco-friendly solution for customers and their cats.
Client
Objectives
4
2
Increase traffic level
and improve organic positions
Increase brand
awareness
Brand
Defense
Grow MoM sales with
ROAS around 15
3
1
Challenges
As a vendor, customers can not make inventory forecasts and make stock stable. Stock-outs are too often
As a vendor-customer can not increase the sale price that is why targets are very strict
Limited budget (which involves careful budget allocation across campaigns and missed opportunities and sales as the result)
The main target is high ROAS
Team
PPC
Amazon PPC Specialist Solomiia Prystupa
TL
Team Lead
Daria Litucha
PM
Project Manager
Kateryna Skupovska
AM
Account Manager
Ludmila Aksenenko
RS
Researcher
Ludmila Aksenenko
GS
Growth Strategist
Daria Litucha
Services provided
Rapid full-funnel experimentation
A.
Conversion rate optimization
B.
Marketplace acquisition strategy
C.
Campaign strategy
D.
Media analytics and executive performance dashboard
E.
Approach and strategy
Daily optimization regarding ROAS growing - Top-priority
Brand Defence strategy includes:

  • Self-targeting campaigns of all advertising types
  • Branded keyword in Sponsored Products, Sponsored Brands and Video campaigns
  • Branded keywords research
In the first part, we were focused on sales growth through all available channels. Then we moved to the second part of the strategy - ROAS increase.
Such strategy involves:
Develop brand awareness:

  • Brand oriented ads campaigns
  • Category campaigns in different ads type (SP, SB, SD)
  • Develop brand awareness with the help of videos, pictures through campaigns. (According to this point, please, ask the client about videos and pictures for the products in market language)
To improve organic positions we use keyword-targeted campaigns
Results
The main target - ROAS 15 was achieved within less than one month from the date when this target started to be required from the customer.
Also, it should be mentioned that during all period of work we got sales to increase month by month and increase in ROAS as well.
We achieved constant growth in sales with better ROAS month by month:
Increase quality traffic level:
increase in the
impressions per month
632%
increase in the share of sales from brand keywords Increase quality traffic level
35%
466%
increase in ROAS comparing the first month of work and last month
54%
On average, ROAS grew every month.
On average, sales grew
every month
90%
increase in sales comparing the first month of work and last month;
4 237%
81%
increase in average monthly conversion rate
decrease in CPC comparing the first month of work and last month
24%
increase in the
impressions per month
632%
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