Urntjes grows 34% with Sponsored Products

Growing while becoming less dependent on advertising

The 34% revenue growth did not come from more ad budget. It came from two things underneath it: visitors converting more often, and customers spending more per order. Sponsored Products did exactly what it should do at the bottom of the funnel — capture purchase intent — without costs rising along with it.

Where the growth came from

• Conversion from 4.1% to 4.4%, an increase of 8.6%
• Average order value +26.0%, the biggest driver of revenue
• 6.7% more orders and 8.1% more units sold
• TACoS from 7.0% to 5.6%: a 21% gain in advertising efficiency

That last point matters most. A falling TACoS alongside rising revenue means growth increasingly does not have to come from paid traffic. Of the revenue in this period, 31% was directly attributable to advertising; the other 69% came in organically.

Return per product group

Twelve campaigns across four product groups. The white ceramic urn leads the way: the higher the advertising efficiency per group, the larger its share of total growth.