How We Drove a 46% Sales Increase and Reduced TACOS for Flywell Through Strategic Keyword Targeting

Background:
We’ve been working with Flywell, a supplement brand, for several months. Early optimizations like restructuring campaigns and cutting wasted ad spend had already been done. These quick wins were no longer available, so we needed a more strategic approach for continued growth.
If you're curious about how we initially restructured campaigns, check out this blog post.
Challenge:
With the basics in place, our goal was to:
- Drive new customer acquisition.
- Increase overall sales.
- Maintain or reduce TACOS (Total Advertising Cost of Sale).
The challenge was to achieve this while balancing ad spend between new customer acquisition and organic repeat sales.
Strategy:
To guide our next steps, we conducted an in-depth analysis of Flywell's keyword performance over the past few months. In the supplement industry, understanding the difference between repeat customers and new customers is crucial:
- Repeat Buyers: These are customers who already know the brand and are easier to bring back.
- New Buyers: Acquiring new customers is key to growing the business long-term, especially those who have the potential to become repeat buyers with a high lifetime value.
Since Flywell had a healthy repeat purchase rate, our primary focus shifted to acquiring new customers, rather than spending aggressively to retain existing ones.
Key Findings:
- Top-Performing Keywords: We identified seven high-performing keywords that had high conversion rates, making them prime targets for more aggressive ad spend.
- Competitor Targeting: We uncovered 20 competitor product targets that consistently generated sales for Flywell. These presented opportunities to capture additional market share by targeting competitor-branded keywords.
Actions Taken:
- Keyword Segmentation: We separated Flywell's keywords into two main categories:
- Brand-related keywords for retaining repeat customers.
- Non-branded, new-to-brand keywords for acquiring new customers.
- Aggressive Targeting: We launched new campaigns focused on the seven top-performing keywords and competitor targets. By increasing ad spend on these keywords, we aggressively pursued new customer acquisition while allowing the brand retention campaigns to spend less.
Results:

- Sales Growth: Flywell saw a 46% increase in overall sales, with a strong influx of new customers.
- TACOS Decrease: While ACOS (Advertising Cost of Sale) remained stable, TACOS decreased as a higher percentage of sales came from organic, repeat business. This freed up more ad budget to focus on new customer acquisition.
By shifting budget away from repeat buyers and focusing on acquiring new customers from high-converting search terms, we drove significant growth for Flywell without increasing their overall ad spend.