Background
The Good Bug is India’s pioneering brand focused on gut health. Despite offering a line of scientifically backed, innovative probiotic and prebiotic products, the brand faced challenges in converting high interest-based website traffic into actual sales.
Challenge Faced
Even with a substantial monthly spend, the brand continued to witness suboptimal conversions, notably high CACs & a disproportionate ROAS. Operating in a niche product segment, The Good Bug struggled with an in-depth understanding of their target customers. Identifying the type of consumer likely to purchase premium-priced gut health products, differentiating them from merely interested ad viewers, and understanding their purchasing pattern was crucial for improving their ad targeting.
Audience Strategy Undertaken
To address these challenges, The Good Bug partnered with Xpert, leveraging their precision audiences and customer analytics. The objective was clear: refine targeting efforts and focus ad spend on audiences with a demonstrated history of purchasing complementary products. To ensure accuracy and fairness, the niche Xpert audience segment was removed from the brand’s existing lookalike audience, preventing targeting overlap and achieving higher frequency of views among potential buyers.
Results Achieved
By aligning their ad campaigns with Xpert’s targeting, The Good Bug achieved significant improvements within a week. After an initial 2 day learning period, the Xpert audience began performing significantly better. Within 21 days, The Good Bug improved their ROAS by 40% by targeting actual buyers predisposed to purchasing premium health products and related supplements. This targeted approach boosted their ROAS, optimized their AOV by 27%, and enhanced their conversion rate by 76%, capturing a more intentful customer base.
The Way Forward
In the subsequent week, Xpert’s audience targeting continues to show ROAS improvement compared to the platform audience ! Moving forward, the brand plans to continue leveraging Xpert’s audience targeting to refine and expand their customer acquisition efforts. With Xpert’s audience feedback loop providing actionable insights into their customers’ traits and buying behaviors, Xpert is hopeful the improvement in performance will continue to sustain for The Good Bug.