Goal Zero was losing ground to competitors with below-target ROAS and lagging branded search. Xnurta deployed AMC Hub across 97 custom audience segments and grew sales 30%+ year over year.
Goal Zero, a renowned portable power products brand, found itself in a tough position at the end of 2023. The brand faced increasing competition, had seen its market share erode, and was grappling with performance across several key metrics. ROAS had been below expectations, branded search volumes were lagging, and the cost per detail page view was uncomfortably high.
With ambitious targets set for 2024, Goal Zero aimed to drive 25% year-over-year sales growth despite intensifying competition. The brand's strategy was built around three objectives: increase TROAS while reducing cost per key engagement metrics, grow brand presence on Amazon through more precise targeting, and reevaluate how ad spend was distributed across Sponsored Ads and DSP formats.
YoY Amazon sales growth
improvement in TROAS
TACoS improvement
Xnurta stepped in with AMC Hub, a comprehensive tool for unlocking valuable insights from Amazon Marketing Cloud. The journey began with migrating advertising management from previous agencies to Xnurta's platform, including setting up multiple Amazon Ad API connections for real-time reporting and data integration. We then quickly implemented initial audience targeting strategies using custom AMC audience segments — high-value groups like add-to-cart but didn't purchase and branded searchers — so the brand could immediately begin optimizing ad spend for higher engagement and conversions.
To further refine audience targeting, we integrated Amazon Ad Tags on Goal Zero's direct-to-consumer website. First-party customer data was uploaded in hashed form for lookalike modeling. The AMC Hub Model Gallery provided insights through nine pre-built models — including multi-touch attribution (MTA), customer lifetime value (CLTV), path-to-conversion, and overlap analysis — to assess the effectiveness of different ad types and optimize budget allocation month by month.
Leveraging AMC Hub's Audience Creation tool, we developed 97 custom audience segments across different product categories, including solar generators, power banks, and portable power stations. These segments were based on in-depth behavioral data such as clicks, conversions, and browsing history, allowing for highly targeted and effective advertising strategies.
Sales growth accelerated from 16% in Q1 to 55% in April 2024 after shifting budgets from Sponsored Ads to DSP Display and Video. Custom audiences drove a 36% drop in cost per branded search, 56% decrease in cost per add-to-list, 46% reduction in cost per add-to-cart, and 34% drop in cost per new-to-brand purchase. AMC Hub saved more than 24 hours of data science time and 12 hours of ad management time each month.
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