LorAnn Oils is a long-standing family-owned brand in the gourmet food space. Customer demand for the brand was strong and consistent. The problem was what it cost to make sure those customers actually found LorAnn when they searched for it, with competitors bidding on the brand's own name and ad costs climbing.
The challenge
Defending branded search with cost-per-click advertising was expensive and getting more so. Spend was inefficient without returning anything that scaled — more budget bought more of the same problem. Multiple resellers in the marketplace complicated measurement. And creative performance varied widely enough that testing was hard to read.
What we did
ExpertCPG moved brand defense off clicks entirely, deploying a cost-per-thousand-impressions strategy through Sponsored Brands using a proprietary bidding formula and customised creative.
Instead of optimising for clicks, the focus shifted to maximising qualified impressions with carefully tested visual content. That aligned the mechanics with what LorAnn actually wanted: not to buy traffic, but to guarantee that a shopper searching for the brand sees the brand at the top of the results.
The outcome
Advertising cost of sales fell from 8 percent to 0.7 percent — roughly a tenfold improvement in cost efficiency — while the cost per thousand viewable impressions dropped by more than half. Sales from branded targeting more than doubled. Cost per click rose over the same period, and became irrelevant: it is no longer the metric the strategy is bought on.
LorAnn Oils turned an expensive defensive obligation into a high-leverage advertising win. The brand now defends its own name on Amazon with confidence, and at a fraction of what it used to cost.