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:
1. Increased Brand Visibility: We leveraged targeted PPC campaigns and optimized listings with A+ Content. This boosted the brand’s presence on Amazon and increased exposure in a crowded market.
2. Higher Conversion Rates: We used A/B testing, optimized product descriptions, and compelling visuals. As a result, conversion rates improved for shoppers browsing the listings, leading to higher sales volumes.
3. Cost Efficiency: Careful bid management and keyword targeting helped achieve a healthy ROAS. This ensured ad spend was efficiently converted into revenue without excessive costs.
4. Stronger Customer Trust: Early reviews and consistent follow-up strategies built credibility. As trust increased, more potential buyers were inclined to purchase the product.
5. Sustainable Growth: We focused on both paid ads and organic SEO growth. This positioned the brand for long-term success on Amazon, even beyond the initial investment phase.
Results:
Our approach delivered impressive results over 11 months. As a result, we reduced ACoS from a staggering 95% to as low as 18% in one of the months, while maintaining an average ACoS of 22%.
Over the period from November 1st, 2023 to October 10th, 2024 (11 months), the performance was as follows:
Additionally, total units ordered reached 35,476 units.
Furthermore, total ordered product sales amounted to $1,689,128.40.
In addition, organic sales contributed $1,295,585.40.
Meanwhile, PPC sales accounted for $393,543.
Moreover, PPC spend was optimized to $88,703, resulting in an ACoS of 22.5%.
Finally, PPC impressions reached 34,449,863.
