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.

Product Sales Growth Flywheel chart

The Challenge

  • CAMPAIGN ACOS 50.5%

  • 3 FAILED PRODUCT LAUNCHES

  • SALES DECLINING

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