Case Study
Global Pet Food Brand Drops CAC by 80% With Ampd
Learn how a top-5 market share pet brand lowered their $317 CAC (DSP) to $64 with Ampd's Google Search Ads to Amazon.
Results
15.38%
Add to Cart Rate
8.72%
Conversion rate
$64
Cost Per Acquisition
Background
A Global Pet Brand aimed to expand its New-to-Brand (NTB) customer base. While they maintained a brand.com website equipped with Where-to-Buy software, they recognized that Amazon could offer a more seamless buying experience for customers. As a result, they strategically redirected a portion of their Google Search traffic from brand.com to Amazon.com, prioritizing convenience and accessibility for new customers.
Marketing Mix
The Brand was already investing millions in various Ad Channels, and sought to benchmark the Google performance against DSP which was driving a 47% ROAS but only achieving a 29% NTB rate. Additionally, their DSP efforts were producing a customer acquisition cost (CAC) of $317 due to its already substantial market share and usage of high-funnel offsite ad inventory.
Enter Ampd
Ampd’s advanced Google-to-Retailer technology enabled the brand to unlock attribution insights and campaign automation at both the campaign and keyword levels, providing a clear view of how Google Search Ads directed to Amazon were performing in terms of conversions. Based on these capabilities, the brand allocated $130K per month in ad spend through Ampd to measure its effectiveness relative to their DSP investment.
The Results
With the $130K monthly ad spend, Ampd achieved a 15.38% Add to Cart rate, demonstrating it could bring in highly engaged shoppers to the Brand's Amazon sales funnel. The conversion rate reached 8.72%, but how did this performance stack up against the brand’s DSP investment?
DSP
Ampd
$0.47 ROAS
29% NTB
$317 CAC
$1.01 ROAS
67% NTB
$64 CAC
In Conclusion
In this case, Ampd’s Google-to-Retailer technology proved to be a powerful tool for driving NTB customer acquisition while optimizing cost efficiency. The brand achieved a $1.01 ROAS—more than double that of DSP’s $0.47—while also driving a 67% NTB rate, significantly higher than DSP’s 29%. Most critically, Ampd reduced customer acquisition cost (CAC) to $64, a notable improvement over the DSP’s $317 CAC.
For brands seeking to increase NTB rates and improve cost efficiency, Ampd’s attribution capabilities and Google Ads provide a significant opportunity to maximize returns and reach new customers by leveraging Google’s extensive reach and Amazon's seamless buying experience for consumers.