Case Study
How Auraglow optimized Meta Ads to drive new brand shoppers to Amazon & maximized ROAS
Ampd provided necessary attribution data to help determine the best allocation of media spend to drive results
Background
Auraglow, the number one trusted teeth whitening brand on Amazon.com, leveraged Ampd’s attribution technology to optimize its Meta Ads strategy. They were able to identify top-performing products and reallocate budgets to grow new shoppers in their Amazon store and maximize New-to-Brand (NTB) Return on Ad Spend (ROAS). By focusing on filling the middle of the funnel and prioritizing add-to-cart actions, Auraglow successfully expanded its retargeting pool and enhanced its long-term conversion potential and brand loyalty opportunities.
Challenge
Auraglow was running multiple Meta Ads campaigns in which they were directing traffic to Amazon but lacked visibility into product-level performance. The brand needed a way to determine which products were driving the most engagement and conversions to effectively allocate ad spend.
Goals & Objectives
What they wanted to do in Meta Ads:
- Identify top-performing products and scale ad spend accordingly.
- Optimize campaigns for add-to-cart actions rather than immediate conversions.
- Utilize retargeting pools to nurture prospective customers and drive repeat engagement.
Solution
In partnership with Ampd, the Auraglow team devised a data-driven approach:
- Data-driven budget allocation: Ampd’s insights enabled Auraglow to shift budgets toward high-performing products while minimizing ad spend on underperformers.
- Middle-funnel optimization: Instead of optimizing solely for conversions, Auraglow focused on add-to-cart actions, filling the retargeting pool with highly interested shoppers.
- Retargeting and nurturing: While initial conversion rates were low, the high add-to-cart rate provided opportunities for follow-up campaigns to convert interested shoppers.
Results
11.17%
Add-to-cart rate
96%
New-to-brand rate
128%
New-to-brand ROAS
By leveraging Ampd, Auraglow transformed its Meta Ads approach from a broad traffic driver to a strategically optimized funnel. Focusing on add-to-cart actions rather than immediate purchases allowed the brand to build a strong retargeting base, ultimately leading to more efficient ad spend and better long-term sales performance. Without Ampd, Auraglow would have lacked the granular insights needed to make these optimizations.