A Long-tail Strategy Increases Sales, Maintains ACoS.

Overview

During the pandemic lockdowns brought by COVID-19, Camp Galaxy received unprecedented traffic to its top- selling products in Amazon’s greeting card subcategory. At its highest point, the company’s monthly sales more than tripled, rising from a monthly pre-pandemic average of $29K to $93K in July 2020.

The company’s rapid success triggered offensive attacks from competing brands looking to outshine this rising star. Supported by large advertising budgets, Camp Galaxy began to notice signs of market share loss and decided to get ahead of it by bringing in a new advertising agency.

Product Sales Growth Flywheel chart

The Challenge

  • TOO MANY KW TARGETS

  • MISSING IMPORTANT KW TARGETS AwLTOGETHER

  • 0 LONG TAIL KEYWORDS

Oversaturated Campaigns: Advertising campaigns were targeting too many keywords. In some cases, the campaigns were going after 200 keywords with no segmentation by match type.

Inefficient Keyword Targeting: Ad campaigns weren’t focused on category keywords at all despite listings being optimized to appear on high-traffic terms.

No Long-Tail Keywords: Campaign budgets were being wasted on keywords with low conversion rates and high cost-per-click thresholds, leaving lucrative long-tail keywords out completely.

The Approach

  • START WITH A PLAN

    Our team proposed that we optimize campaign structure and targeting without increasing monthly allocation for three months. Our plan would increase attributed and organic sales without driving up ACoS.

  • PRECISION IN ALL THINGS

    We didn’t want irrelevant products to cannibalize relevant ones. In any scenario where a keyword had to be duplicated for multiple products, we prioritized the most relevant product by giving it a higher bid.

  • FRESH ADVERTISEMENTS

    We created sponsored product campaigns for all product categories. We grouped products by category and search volume instead of keyword and product relevance to drive the Client’s products to interested audiences.

  • PLAYING THE LONG GAME

    Long-tail keywords were added to the targeting strategy in “test” campaigns aside from traditional Head Terms. We shifted the budget to a 50/50 split between traditiona head keywords & long-tail. In our method, 50% of ad spend targeted “birthday cards” & 50% targeted handmade watercolor birthday cards for adults.”

Our Results

  • 70% Topline Sales Increase in Three Months

  • Topline/Attributed Sales Ratio Remained at 40%

  • Sales Increase reached +300% after Seven Months