How Newport Vessels Grew YoY Profitability & Sales While Investing Less in Ads
Shifted spend from branded ads to category visibility, driving sales growth with reduced ad investment.
THE CHALLENGE
Newport Vessels, a leader in trolling motors, faced declining market share due to competitors’ stronger category visibility.
Our challenge was to realign the advertising strategy by focusing less on branded efforts and more on driving category visibility to capture demand from new shoppers. With the goal of improving profitability, the BTR team needed to pivot the budget allocation to increase organic rank and consumer engagement at the top of search (ToS).
THE STRATEGY
We implemented a three-pronged strategy to reposition Newport Vessels for growth.
Category Visibility at Top-of-Search (ToS)
We pulled budget away from branded campaigns and focused on dominating ToS placements using Sponsored Products across the category’s highest-volume keywords. This shift ensured increased visibility and positioned Newport Vessels directly in front of high-intent shoppers during peak boating season.
Sponsored Brands Video for Flagship Products
To stand out among competitors, we rolled out eye-catching video creatives promoting Newport’s flagship products. The videos educated category shoppers on Newport’s climate-friendly technology and set the brand apart from traditional motor competitors. This not only enhanced product engagement but also improved organic rank by driving conversions.
Sustained Sponsored Product Ownership
We maintained Sponsored Product placements at ToS to ensure continuous exposure and engagement. This strategy created a positive feedback loop, increasing both organic sales and profitability while maintaining Newport’s presence at the top of Amazon’s search results.
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THE RESULT
Realigning from branded campaigns to category visibility and education improved profitability significantly.
By reducing ad spend while increasing total sales, we demonstrated improved efficiency and profitability. The 13.5% reduction in TACoS reflects the impact of owning category placements, while the slight increase in ACoS was a strategic decision to boost visibility and expand market share before peak season. Newport Vessels now enjoys an optimized strategy that focuses on long-term profitability and sustainable category growth.
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