Driving Growth: How We Achieved 4x Sales and Reduced ACoS for an Industrial Products Brand on Amazon

The industrial products market is challenging and fiercely competitive, with companies needing to cater to niche customer segments while standing out in crowded marketplaces. For a company specializing in industrial cleaner degreasers, wood fence stains & sealers, bio-polyurethane stain & sealers, concrete sealers, and concrete etchers, the struggle to scale their Amazon presence was becoming increasingly evident.

When this company approached us, they faced stagnant sales, low conversion rates, and an unsustainably high Advertising Cost of Sales (ACoS). Despite having high-quality, eco-friendly products with unique benefits, they struggled to reach and convert their target audience effectively.

Our Amazon marketing agency stepped in to overhaul their Amazon strategy, addressing their key challenges and unlocking their potential for growth. Through a combination of targeted actions and consistent optimization, we helped the brand achieve significant milestones.

This case study provides a detailed overview of the challenges faced, the actions we took, and the results that followed.

Challenges

The brand was dealing with several pressing challenges that limited its ability to thrive in the competitive industrial products sector.

1. Inefficient Campaign Management
   The company’s advertising campaigns were poorly structured, with a lack of focus on relevant keywords and no effective use of negative keywords. As a result, their ad spend was inefficient, generating unqualified traffic and high costs without delivering corresponding returns.
2. Low Conversion Rates
   The product listings were basic and under-optimized, failing to capture the interest of potential buyers. With incomplete descriptions, low-quality visuals, and a lack of enhanced content, their listings didn’t communicate the value of their products effectively.
3. Underutilized Advertising Potential
   The company’s advertising efforts were limited in scope, with campaigns that missed opportunities to rank for high-performing keywords or target competitor products. Their lack of strategic keyword research meant they were losing visibility to competitors in a highly contested space.
4. Market Competition
   Competing against established brands with higher visibility, better reviews, and polished listings presented a significant hurdle. Customers gravitated toward competitors with more compelling and trustworthy presentations.
5. Lack of Customer Trust
   Reviews and ratings play a crucial role in purchase decisions, especially for industrial and specialty products. The company’s products had limited reviews, making it difficult to establish credibility and trust with potential buyers.

Actions

Our approach combined strategic advertising, listing optimization, and continuous monitoring to address the challenges and create a sustainable path for growth.

1. Comprehensive Listing Optimization

We started by overhauling the product listings to ensure they were appealing, informative, and search-engine optimized:

• Titles: Revised product titles to include primary keywords while emphasizing unique selling points such as “eco-friendly,” “industrial strength,” and “long-lasting protection.”
• Bullet Points and Descriptions: Crafted concise, customer-focused bullet points that highlighted the benefits of the products, such as ease of use, durability, and safety. The descriptions were optimized with secondary keywords for improved discoverability.
• Visuals: Enhanced the product images by adding high-resolution photos and infographics showcasing features like coverage area, drying times, and comparative advantages over competitors.

2. Strategic PPC Campaigns

We restructured their advertising campaigns to maximize efficiency and drive qualified traffic:

• Sponsored Product Ads: Launched campaigns targeting high-performing keywords identified through thorough research.
• Sponsored Brand Ads: Designed visually appealing ads with custom banners to drive traffic to the brand’s storefront and boost awareness.
• Sponsored Display Ads: Deployed competitor targeting strategies, ensuring their products appeared on competitor product detail pages.
• Negative Keywords: Introduced a negative keyword strategy to eliminate irrelevant clicks, reduce wasted ad spend, and improve ROI.

3. Competitor Analysis and Keyword Domination

To outmaneuver competitors, we conducted a detailed analysis of their advertising strategies and customer preferences:

• Identified and targeted competitor product pages through Sponsored Display ads.
• Focused on niche and long-tail keywords with lower competition but high purchase intent to dominate relevant searches.

4. A+ Content and Enhanced Brand Story

We created engaging A+ Content to elevate the brand’s listings:

• Comparison Charts: Showcased how the brand’s products outperformed competitors in terms of quality, eco-friendliness, and performance.
• Usage Instructions: Included detailed guides on how to use the products for maximum effectiveness.
• Lifestyle Images: Displayed the products in real-world settings, helping customers visualize their applications.

5. Building Customer Trust Through Reviews

We implemented strategies to increase the volume and quality of reviews:

• Followed up with customers through automated email campaigns to request feedback and reviews.
• Consolidated top-performing SKUs to increase the overall review count and visibility for the most popular products.

6. Continuous Monitoring and Optimization

To ensure consistent progress, we monitored key performance metrics and adjusted our strategies as needed. This included analyzing click-through rates (CTR), cost-per-click (CPC), conversion rates, and return on ad spend (ROAS) to fine-tune the campaigns regularly.

Benefits

The implementation of these strategies delivered a wide range of benefits to the brand:

1. Increased Visibility
   By targeting relevant keywords and leveraging Sponsored Ads effectively, the brand’s products achieved higher search rankings, driving a significant increase in impressions and clicks.
2. Higher Conversion Rates
   Optimized listings and A+ Content provided a compelling and informative shopping experience, leading to improved conversion rates.
3. Cost Efficiency
   The introduction of negative keywords and continuous campaign optimization dramatically reduced wasted ad spend, decreasing ACoS from 49.62% to just 9.69%.
4. Competitive Edge
   By targeting competitor product pages and leveraging superior content, the brand gained a competitive advantage in a crowded market.
5. Enhanced Customer Trust
   The increased review count and engaging A+ Content built trust with potential buyers, fostering loyalty and repeat purchases.

Results

• Daily Sales Growth: Increased from $388 to $1,656, representing a 4.3x improvement.
• Reduced Advertising Costs: ACoS was reduced from 49.62% to 9.69%, improving overall profitability.
• Total Units Ordered: 1163
• Ordered Product Sales: $55,888
• PPC Sales: $45,636
• PPC Spend: $14,051
• PPC Impressions: 2,886,953

This case study highlights the transformative impact of strategic e-commerce management on Amazon. By addressing the brand’s core challenges, optimizing their presence, and leveraging data-driven advertising strategies, we turned a struggling Amazon account into a thriving business.

Whether you’re a niche brand looking to scale or an established player aiming for greater efficiency, our Amazon marketing agency has the expertise to help you achieve your goals. Let’s build your success story together!