How Barnett Outdoors reduced ACoS by over 50% with Adtomic and Market Tracker 360
As a pioneer in the crossbow market since the 1960s, Barnett Outdoors is the world’s leading manufacturer of crossbow, archery and slingshot products. In 2021 Barnett was acquired by David Barnett and Ryan Busbice, who had previously led the business when it was owned by a large outdoor conglomerate. Together they have continued to advance the long-standing reputation of the Barnett brand and its products.
Challenges
To better integrate Amazon with the rest of their business, Barnett Outdoors decided to transition from using an agency to moving operations in-house. With this transition, they needed a software solution to help them identify the right products to launch, help with creating optimal listings, and to manage their advertising. They also wanted to assess if their current approach of 1P was still the best strategy.
Solutions
After looking at various options, Barnett Outdoors chose Helium 10, which offered all the Amazon tools they needed in one place, had a great user-friendly interface, and even provided comprehensive training to support their new in-house Amazon operations.
Market Tracker 360: Allowed them to analyze competitor niches, identify whitespace in the market, and estimate potential market sizes prior to launching new products.
Profits: Using the profitability calculator allowed them to assess the financial implications of shifting products from 1P to 3P and to better account for constant variances in Amazon’s fees.
Adtomic: With guidance from their Customer Success Manager, they recognized the limitations of their existing campaign structure and used Adtomic to launch new campaigns that better aligned with their objectives. They also leveraged Cerebro and Magnet to find new keywords for these campaigns.
Listing Builder: Helium 10’s AI-enhanced Listing Builder tool allowed them to optimize their existing listings and ensure all new products were set up for success with the right keywords to help them rank.
Results
By managing their PPC with Adtomic and using insights from Market Tracker 360, Barnett Outdoors reduced their ACoS by over 50% while maintaining their ad spend. In addition, through ads and the improvements they were able to make to their listings with Listing Builder, they also significantly improved their products’ organic rankings, seeing particular success with new launches.
Finally, they have been able to leverage their Amazon insights across their entire business. The Amazon market share insights they obtain from Market Tracker 360 provide valuable additional data for understanding shifts in supplier orders and their position within the broader retail landscape, where they don’t have access to competitor sales data.
“With Adtomic and the help of our Customer Success Manager, we were able to tear down our existing campaigns and rebuild them to be more efficient, focusing on specific goals like maximizing impressions and lowering ACoS. Overall, we were able to reduce our ACoS by over 50% while maintaining the same levels of spend, doubling our PPC sales.”
Conclusion
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