Advertising ROI & Sponsored Campaign Efficiency

Thornwick Outdoors · Updated 2 min ago

Blended TACoS
19.4%
+4.3% vs. 6mo baseline
Total Ad Spend (90d)
$1,860K
+12% vs. prior period
New-to-Brand Rate
41%
+3% vs. target
Keyword Cannibalization
27%
High — reduce by 40%
Cost per NTB Customer
$18.42
-8% vs. prior period
Sponsored Display ROAS
3.8x
+0.6x vs. prior period

Blended TACoS & Ad Spend Trend (90 Days)

Top ASINs by Blended TACoS

Sponsored Placement Win Rate

camping tent 2 person 68%
backpacking sleeping bag 54%
hiking boots men waterproof 47%
camping cookware set 39%
trekking poles ultralight 31%
portable camping stove 28%

Dayparting Efficiency Index (Hour × Day)

Mon
Tue
Wed
Thu
Fri
Sat
Sun
0-6am
0.4
0.3
0.5
0.4
0.6
0.8
0.9
6am-12pm
1.2
1.3
1.4
1.2
1.6
1.9
2.1
12pm-6pm
1.5
1.7
1.8
1.6
2.0
2.4
2.7
6pm-12am
1.9
2.1
2.2
2.0
2.6
3.1
3.3
Index: 1.0 = avg efficiency; >2.0 = high efficiency; <0.7 = low efficiency

Sponsored Products

$1,240K
Ad Spend
ROAS4.2x
ACoS23.8%
NTB Rate38%

Sponsored Brands

$420K
Ad Spend
ROAS3.1x
ACoS32.3%
NTB Rate52%

Sponsored Display

$200K
Ad Spend
ROAS3.8x
ACoS26.3%
NTB Rate47%

Organic Rank Velocity (Ad-Driven)

Search Term Irrelevancy Analysis

Irrelevancy Rate 14.2%
Waste from irrelevant terms $87.4K
Flagged search terms 241
Avg CTR on irrelevant 0.8%
Avg CVR on irrelevant 1.2%

ASIN Cluster Performance Detail

ASIN / Product Ad Spend Ad Revenue Organic Revenue Blended TACoS Ad-to-Organic Ratio Status
B08K2L9P4X
2-Person Ultralight Tent		 $18.2K $76.3K $142.1K 8.3% 0.54 Organic Ready
B09M1T7N2K
Down Sleeping Bag 20°F		 $24.1K $89.4K $118.7K 11.6% 0.75 Scaling
B07P3R8W1Q
Waterproof Hiking Boots		 $31.8K $94.2K $87.3K 17.5% 1.08 Monitor
B09N4K6T2M
Camping Cookware Set		 $14.7K $38.2K $52.8K 16.2% 0.72 Scaling
B08H7M9D3L
Trekking Poles Carbon Fiber		 $9.4K $28.1K $41.6K 13.5% 0.68 Scaling
B09W2P7K1N
Portable Camp Stove		 $42.3K $121.7K $34.2K 27.1% 3.56 Ad Dependent
B09X8T3R4P
Backpacking Backpack 50L		 $37.9K $108.4K $48.1K 24.2% 2.25 Ad Dependent
B08M3L9T2K
Insulated Water Bottle		 $11.2K $48.7K $73.4K 9.2% 0.66 Organic Ready

Strategic Recommendations

Eliminate cannibalized keyword spend
241 search terms flagged as irrelevant consuming $87.4K/month — add negative keywords to reduce blended TACoS by ~2.8%
Graduate 2 ASINs from paid dependency
B08K2L9P4X and B08M3L9T2K show strong organic momentum (Ad-to-Org <0.7) — reduce ad spend by 40% over 30 days
Shift budget to high-efficiency dayparts
Weekend evenings (6pm-12am) show 2.7-3.3x efficiency index — reallocate 25% of weekday morning spend
Increase Sponsored Brands NTB prospecting
SB campaigns show 52% NTB rate vs. 38% SP — allocate additional $60K/month to scale customer acquisition

Quick Actions

Goal Progress
Target: Reduce Blended TACoS to 14% by Q2
35% toward goal (19.4% → 14%)