Case Study: Tuft & Needle achieves rapid resolution of a branded CPC spike and defends market share with Pacvue

Tuft & Needle combats CPC spikes with Pacvue

Tuft & Needle faced a sudden spike in CPCs for their branded keywords and needed to know whether the cause was internal or competitive so they could protect shoppers and revenue. Pacvue stepped in with competitive intelligence and reporting—notably its Share of Voice tool—to analyze timing and market activity and help diagnose the root cause.

Pacvue’s Share of Voice analysis revealed a competitor running a 25% off promotion aggressively targeting Tuft & Needle’s branded terms. Pacvue then implemented AI-driven, rules-based optimization (including bid safeguards and dayparting) and ongoing share-of-voice monitoring so Tuft & Needle could defend and reclaim their branded placements, maintain optimal ROAS, adjust bids where impressions were low, and be better positioned to outpace future competitor moves.

Tuft & Needle

Byron Kerr

Head of Amazon