Guiding Long-Term Client Through 2022 Uncertainty

Channels

Google Ads
Bing Ads
Amazon Ads
Facebook
DSP

Vertical

Outdoor Sporting Goods

Key Result

6.6 MER

in down eCommerce market

Key Result

Stabilized

YoY sales

How to determine the RIGHT marketing strategy for profit.

2022 was a challenging year in eCommerce as consumers began to conserve money in preparation for an oncoming recession. Our challenge was to steady the revenue ship for our clients in this uncertain environment.

With a distrust of campaign data, Level9 needed a higher fidelity picture of both business and performance metrics to make better profit decisions. A shift to Media Efficiency Ratio (MER) started to become a more accurate barometer of success.

The Finch Solution

Finch merged business-level data and marketing data to create a more accurate picture - across both MER and Net CPV.

The plan involved a deep dive into L9's business-level profitability:

Rebuilt the L9 product feed, including hundreds of thousands of SKUs
Surfaced the most profitable in-stock SKUs to focus spend
Calibrated media spend based on Net CPV to pace with actual sales

The name of the game in 2022 was looking at the business itself to determine what the marketing strategy should be. We aligned our marketing with the unique needs and constraints of the individual client.

"Finch improved our existing Google and Bing search campaigns greatly and helped us expand into Amazon advertising. With the addition of Facebook in the past year, we have also seen growth in that realm and hope to lean more into social going forward.”