TellMeGen is a direct-to-consumer health brand that offers DNA testing kits to help individuals gain insights into their genetic health risks, ancestry, and wellness traits. With a mission to empower people through personalized health information, the brand combines advanced biotechnology with user-friendly digital reports.
Challenge
Despite a rising category interest and an opportunity to take an existing competitor’s market share, TellMeGen struggled to convert visibility into profitability due to inefficient advertising strategies on Amazon. Their manual campaigns were built around bidding close-to-or-above Amazon’s Suggested Bid rates, which led to high cost-per-click and poor return on ad spend. Inefficient campaigns, gaps in branded keyword defense, and minimal use of auto campaigns left TellMeGen exposed to competitors and hindered scalable growth.
APPROACH
TellMeGen partnered with ExpressMed Partners to conduct a full-funnel Amazon advertising audit. The ExpressMed team began by identifying overbidding patterns in manual campaigns and demonstrated that more efficient performance was possible by bidding below the Suggested Bid threshold. In parallel, ExpressMed deployed auto campaigns to uncover converting keywords at lower CPCs, then transitioned top-performing terms into targeted manual campaigns.
Recognizing the vulnerability in branded search, ExpressMed also launched a manual campaign specifically for TellMeGen’s branded terms and close variants. By bidding aggressively on these keywords, the team ensured TellMeGen claimed the top ad positions, capturing warm traffic and preventing competitor hijacking. This branded keyword strategy significantly improved ROAS and conversion rates by being visible to shoppers searching for TellMeGen’s products.
IMPACT
TellMeGen saw immediate and measurable improvements. The transition from inefficient manual campaigns to optimized keyword strategies led to an 82.1% increase in ROAS. Lowering bids resulted in more efficient ad spend, while auto campaigns provided fresh keyword insights that fueled revenue growth. Branded campaigns delivered particularly strong results, converting high-intent shoppers at a lower CPC with significantly higher margins.
By rethinking its bidding strategy, investing in auto campaign discovery, and securing its branded search presence, TellMeGen turned its advertising strategy into a profit engine. With ExpressMed’s strategic overhaul, TellMeGen is now equipped with a scalable, high-efficiency ad framework that drives long-term growth and stronger market positioning on Amazon.
MARKETPLACES
Amazon US
Walmart
SERVICES
Strategic Advertising
Creative Content
Brand Management
Partner since
November 2024
Seller category
Health & Household