Low traffic, high CR
Offensive generic campaigns capture new demand.
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Case study · Tepro Testrite · Vendor
Profitable growth through portfolio focus — from 600+ items down to 24.
+25 %
Annual revenue
ROAS > 8
Advertising
24 / 600+
Focus products
stable
Net PPM %
01Starting point
Tepro Testrite, one of Germany’s largest grill manufacturers, sells directly to Amazon as a vendor. Revenue on amazon.de had stagnated since COVID — advertising was barely used.
02Measures
- Portfolio clustering: A/B/C segmentation via index analysis — from more than 600 items down to 24 focus products
- FARU Traffic-Conversion Matrix to map the assortment to campaign types
- A mix of defensive brand campaigns and offensive generic campaigns
FARU method · Traffic-Conversion Matrix
High traffic, high CR
Defensive brand campaigns protect revenue.
High traffic, low CR
Content and price first, then budget.
Low traffic, low CR
Not a focus product — budget isn’t burned.
03Result
+25 % annual revenue at a ROAS above 8 — and a stable margin (Net PPM %). The portfolio focus made growth scalable instead of spreading budget across the entire assortment.