In this case study, we will discuss how our team collaborated with ‘Aila-Aiden‘, a recently launched baby products brand, to establish their online presence on Amazon. The founder’s mission is to provide parents with exceptional, safety-focused baby products born from their passion for making parenting journeys more convenient and joyful. The brand focuses on creating high-quality, organic baby products designed with modern parents in mind.
Challenges:
Before joining us in November 2023, they started selling on Amazon in August of the same year and managed their Amazon business independently with no professional help; hence, they were facing high ACoS that went up to 95%. And low sales. They decided to hire professionals to scale up their campaigns in a systematic manner.
Aila-Aiden had no previous presence on Amazon, was competing in a very niche marketplace, and needed to generate rapid returns on its ad investment to sustain growth.
Initially, it was challenging to compete organically due to the absence of a customer base, reviews, or ranking.
With a limited budget, we needed to maximize every dollar spent on ads while delivering high returns to ensure profitability.
Actions:
To tackle the above challenges, we implemented a full-scale Amazon growth strategy:
- In-Depth Market Research and Keyword Targeting
- Conducted extensive research on Amazon to understand which keywords parents used when shopping for children’s products. We identified high-traffic, low-competition keywords to target with our PPC campaigns.
- Mapped out competitor analysis to identify gaps in the market and key opportunities to differentiate the brand.
- Listing Optimization and A+ Content
- Created product listings optimized for Amazon SEO, focusing on critical elements such as bullet points, descriptions, and backend keywords.
- Developed A+ content to enhance product pages with high-quality images, lifestyle graphics, and comparison charts that resonated with parents looking for premium children’s clothing.
- Strategic Amazon PPC Campaigns
- Sponsored Product Ads: We launched sponsored product ads targeting relevant, high-intent keywords to drive traffic directly to the brand’s product listings.
- Sponsored Brand Ads: Leveraged sponsored brand ads to increase visibility and position the brand at the top of relevant search results.
- Product Display Ads: Used display ads to retarget users who viewed but didn’t purchase, increasing the conversion rate from non-buyers.
- Bid Optimization: Consistently monitored and optimized bids to ensure that we maintained a balance between exposure and profitability, focusing on reducing the ACOS (Advertising Cost of Sales).
- Review Generation and Customer Trust
- Focused on gaining early reviews through Amazon’s Early Reviewer Program and Vine Program, which helped build social proof and improve rankings.
- Followed up with customers post-purchase to encourage reviews, increasing the likelihood of positive feedback and brand trust.
- Ongoing Campaign Optimization
- Regularly analyzed performance metrics to adjust targeting, bids, and ad placements, ensuring we were maximizing returns while keeping ad spend under control.
- Introduced seasonal campaigns to capitalize on peak shopping periods, particularly back-to-school and holiday seasons, driving higher volumes of sales at key times.
Benefits:
- Increased Brand Visibility: By leveraging targeted PPC campaigns and optimizing listings with A+ content, we were able to boost the brand’s presence on Amazon, giving it exposure in a crowded market.
- Higher Conversion Rates: With A/B testing, optimized product descriptions, and compelling visuals, we increased the conversion rates of shoppers browsing the listings, resulting in higher sales volumes.
- Cost Efficiency: Careful bid management and keyword targeting led to a healthy ROAS, ensuring the ad spend was efficiently converted into revenue without excessive costs.
- Stronger Customer Trust: Early reviews and consistent follow-up strategies built credibility for the brand, leading to increased sales as potential buyers were more inclined to trust the product.
- Sustainable Growth: By strategically focusing on both paid ads and organic growth through SEO, the brand positions itself for sustained success on Amazon, even after the initial investment phase.
Results:
Our approach delivered impressive results over 11 months, we reduced ACoS from a staggering 95% to the lowest 18% in one of the months, and Avg ACoS upto 22%
November 1st, 2023 to October 10th, 2024 (11 months):
- Total Units Ordered: 35,476 units
- Total Ordered Product Sales: $1,689,128.40
- Organic Sales: $1,295,585.40
- PPC Sales: $393,543
- PPC Spend: $88,703
- ACoS: 22.5%
- PPC Impressions: 34,449,863
