Diversify Ad Formats to Increase Conversions
Overview
The Client featured in this case study is a now leader in a camping and outdoor sub-category on Amazon, best known for their useful, simple-to-use, sustainable outdoor products.
They reached out to our team when sales had been declining for 3 months. After thorough assessment of the Client's Amazon presence, our team took action prioritizing three opportunities for growth, detailed below.
The Challenge
Cluttered, Unoptimized Campaigns: Thousands of live ad campaigns with poor content & lack of targeting limited brand visibility.
Chronic Stock Issues: Frequent out-of-stock products led customers to look elsewhere. Plummeted Rankings: Lack of SEO strategies and out-of-stock products stagnated sales and led to a dip in rankings.
The Approach
INCREASED SHARE OF VOICE
We stretched the ad budget and increased reach by utilizing untapped keywords and prioritizing long-tail variations.
ORGANIZED TARGETING
We split keywords into campaigns sorted by search volume so that lower traffic keywords wouldn't forfeit ad budget to high traffic terms.
DIVERSIFIED AD FORMATS
Sponsored Brand Video and Sponsored Display Ads added to the campaign mix turned out to be more cost-effective, receiving under half of the Client's ad budget.
OPTIMIZED PRODUCT LISTINGS
Products were repositioned to support PPC performance on feature points, images, videos, titles, and backend keywords. By launch time, we have fully optimized them.
Our Results
Increased average monthly topline revenue by 2.5x over a period of 6 months, forecasted to hit 4x after 12 months
17x increase in monthly PPC sales and 40% decrease in ACoS
Conversion Rate increased by 80% in 4 months
