Overview
In 2022, Brand X approached EcommerceSteem with a major problem: despite investing more in ads, their sales had stopped growing. Rising advertising costs, tough competition, and expensive shipping were cutting into their profits. They needed help to increase their sales during their busiest season and bounce back from a post-holiday slump. After reviewing their Amazon Advertising account, we found several issues that were holding them back.
The Challenges
Unorganized Campaigns
Low Visibility
Ineffective Targeting
Limited Audience Reach
Gaps in ASIN Targeting
Brand X encountered several critical challenges in their Amazon PPC campaigns that hindered their growth. Their campaigns were disorganized, mixing high- and low-performing keywords, making it difficult to optimize ad spend effectively. This lack of structure led to inefficiencies and missed opportunities for improvement.
Visibility was another major issue, as competitors were dominating top search positions and securing best-seller badges, which reduced Brand X’s market share. Their ads struggled to stand out, making it harder for potential customers to discover their products. This loss of visibility significantly impacted their sales performance.
Additionally, Brand X’s targeting strategy lacked focus on high-converting search terms. Instead of concentrating on the most relevant keywords, their campaigns were spread too thin, resulting in missed sales opportunities. This broad approach diluted the effectiveness of their advertising efforts.
Furthermore, their audience reach was limited, as they had not yet explored Sponsored Display or DSP ads to tap into new customer segments. Gaps in ASIN targeting further restricted their potential, while an underdeveloped DSP strategy made it difficult to balance growth objectives with achieving a strong return on ad spend (ROAS).
The Approach
Improving Product Listings
We updated product images, titles, bullet points, and added A+ content to make the listings more appealing and increase organic sales.
Expanding Audience Reach
We reached out to a wider audience using micro-influencers and Google Ads, tracking the results with Amazon Attribution to see what worked best.
Keyword Focus
We targeted specific, high-performing keywords and regularly adjusted them to ensure we were reaching the most relevant customers.
Optimizing Budgets
We analyzed the performance of different products and keywords, shifting the budget to focus on the areas that were generating the most sales.
Testing and Timing
We tested different ad creatives and timed storefront launches with peak shopping periods to maximize their impact.
Enhancing DSP Strategy
We developed a stronger DSP strategy to increase brand exposure, targeting relevant audiences and expanding reach by focusing on competitors and running awareness campaigns.
Our Result
Achieved a peak ROAS of 6.5x in January 2023, demonstrating outstanding advertising efficiency.
Reduced ACOS from 30.2% in December 2022 to 9.5% by April 2023, significantly improving profitability.
Reached a record $1 million in sales in April 2023, marking the highest monthly revenue ever for Brand X.
Saw a 120% increase in new-to-brand customers year over year, reflecting strong customer acquisition efforts.
Increased purchase rates, indicating a higher conversion rate and more effective sales.
Expanded reach and improved brand visibility through successful DSP campaigns.
