Incrementum Digital helps GenCare lower TACOS with updated product detail pages and new SEO strategy

Finding that GenCare Generic Healthcare had historically prioritized text in their product listings, Incrementum Digital saw an opportunity to attract greater consumer attention by adding more visually appealing elements, such as videos and lifestyle imagery. To increase traffic for GenCare Generic Healthcare, Incrementum Digital also planned to redesign their product detail pages for search engine optimization (SEO), adding bullet points and simple text to the pages of the brand’s top-performing products.

This would prove challenging, however, due to an Amazon policy that banned the advertising of certain ingredients that GenCare Generic Healthcare’s medications included. As a result, Incrementum Digital had to customize a strategy for GenCare Generic Healthcare’s sponsored ads without certain relevant terms that had a high search volume.

Incrementum Digital ran GenCare Generic Healthcare’s campaign for about a month in early 2023, assessing the impact of their strategies and tracking key metrics using robust measurement solutions from Amazon Ads. They refined keywords and optimized campaigns for better performance using the Search Query Performance report. When deciding where to shift GenCare Generic Healthcare’s ad spending for maximum impact, they identified the top keywords and trends without having to rely on prohibited keywords.

Additionally, Incrementum Digital used the Product Opportunity Explorer to identify untapped audience segments and new product opportunities.

GenCare Generic Healthcare had indicated that they preferred to allocate the majority of advertising funds to Sponsored Products campaigns. Incrementum Digital promoted individual GenCare Generic Healthcare products, investing in permitted keywords with high conversion rates and low TACOS.

To optimize budget timing, Incrementum Digital used dayparting, adjusting GenCare Generic Healthcare’s daily ad budget on campaigns for certain times of the day. With the focus on Sponsored Products, they allocated the budget to bid on expensive competitor terms so that they could maximize sales probability.

An important part of the strategy involved redesigning GenCare Generic Healthcare’s product detail pages to grab consumers’ attention. Incrementum Digital incorporated A+ Content into these pages, using high-definition videos, rich text, imagery, and banners to improve the visual appeal of products.

Incrementum Digital successfully used Amazon’s tools to help GenCare Generic Healthcare achieve their primary objective. The campaign reduced the brand’s TACOS by 500 basis points, reaching their planned goal of 13%.¹

Furthermore, the optimization of ad placements, refinement of search keywords, and enhancements to the shopping experience contributed to a higher rate of qualified leads and improved overall ad performance. The brand’s conversion rate reached 41.55%, an improvement of 185 basis points.² GenCare Generic Healthcare’s average order value also rose by 1.5%, enhancing profitability with higher revenue per customer.³

By using Amazon solutions, Incrementum Digital drove significant business impact for GenCare Generic Healthcare, even surpassing the advertiser’s objectives. Their holistic advertising strategy increased brand visibility and improved customer engagement and trust, leading to higher conversion rates. Valuable insights derived from the campaign will continue to help GenCare Generic Healthcare make informed decisions and optimize their advertising efficiency.