Our PPC Advertising plan helped Burns Pet Nutrition take the lead in an overcrowded dog food category
Burns Pet Nutrition is an established pet food brand with a heritage built on quality and family values. Their focus is on nutritional, healthy pet food designed specifically to help manage common health problems in cats and dogs: something that has seen the brand grow to become a household name in the pet market.
Although the brand had a strong presence on Amazon with many of its pet food products listed, they weren’t making the most of the opportunities available. Amazon is rapidly becoming the go-to place for dog owners looking to replenish their pets’ food supplies. And with sales of over £5m every month, it’s little wonder that the Amazon pet food category is fiercely competitive – and dominated by some of the world’s biggest brands. So, Burns Pet Nutrition looked at advertising to help them steal a competitive advantage. But with no real Amazon experience, they quickly realise they needed help.
They were already working with a valued distributor who owned the brand’s Amazon account, so were looking for an agency with Amazon expertise who could work collaboratively with all stakeholders to get the very best from the partnership.
We set up a dedicated team to offer Amazon account management support from day one and ensure a smooth transition to us handling the account. Then working collaboratively with the client and distributor, we set out a vision for Burns Pet Nutrition’s place in the pet food market on Amazon before building a strategic PPC advertising plan to drive solid results.
Starting in June 2022, we returned an average RoAS of 14 over the first five months of advertising, hitting 19 in August. And the brand’s best seller rocketed into the top 20 best sellers within Amazon’s dog food category. But that was just the start:
impressions in the first 4 months
of new to brand sales across sponsored brand and display ads
sales in October doubled over Prime Day
sales growth every month across all product
Monitoring performance, it’s clear that our Amazon PPC advertising has aided basket building, introducing customers to other product lines other than the brand’s top sellers, increasing Amazon sales and driving brand loyalty and CLV.