Challenges:
Our client, a pet supplies brand managing over 400 SKUs, operated entirely through Fulfilled by Merchant (FBM). The primary challenge was two fold:
- Buy Box Management:
With such a large inventory, ensuring every SKU consistently held the Buy Box was crucial. Losing the Buy Box on even a single SKU could significantly impact sales for that product, leading to missed revenue opportunities. Given the dynamic nature of pricing and competition on Amazon, this was a constant challenge. - PPC Performance Decline:
When we initially launched PPC campaigns, they performed exceptionally well in the first 2-3 months, driving significant sales growth. However, sales suddenly dropped drastically without any apparent cause. This unexpected decline threatened the brand’s overall growth trajectory and required immediate attention.
Actions:
To tackle these challenges, we implemented a multi-pronged strategy:
- Comprehensive Buy Box Monitoring:
We developed a system to monitor Buy Box ownership for all 400+ SKUs regularly. This allowed us to promptly address any issues related to pricing, stock levels, or competition that could jeopardize Buy Box retention. - Detailed Performance Analysis:
To uncover the reason behind the sales drop, we conducted a thorough analysis of historical sales data, product performance, and marketplace trends. This revealed that certain SKUs exhibited strong seasonality, performing significantly better in specific months. - PPC Strategy Redesign:
Based on our findings, we redefined the PPC strategy. We created segmented campaigns tailored to different product categories, aligning them with observed seasonal trends and customer behavior.- Seasonal Targeting: We focused on high-demand periods for specific products, leveraging seasonal keywords to capture heightened customer interest.
- Dynamic Bidding Strategies: Adjusted bids based on marketplace activity to maximize visibility for key products.
- Optimized Ad Placements: Ensured ads appeared in high-converting spots by monitoring and refining placement performance.
- Strategic Keyword Optimization:
We included broad, fat-head keywords to attract a wide audience while ensuring relevance. Seasonal keywords were integrated across titles, bullet points, and descriptions to enhance visibility during peak demand periods.
Benefits:
The revamped approach brought several key advantages:
- Consistent Buy Box Control:
By maintaining Buy Box ownership across all SKUs, we ensured steady visibility and prevented potential revenue losses. - Improved Sales Performance:
Realigning PPC campaigns with seasonal trends helped stabilize and eventually boost sales, capitalizing on peak periods for high-demand products. - Efficient Ad Spend:
The targeted approach and keyword optimization led to a significant improvement in campaign efficiency, reflected in a remarkably low ACoS. - Enhanced Customer Reach:
Seasonal and behavioral targeting ensured products reached the right audience at the right time, increasing brand visibility and engagement.
Results:
The implementation of these strategies delivered outstanding outcomes:
- Total Units Ordered: 4427 units
- Total Ordered Product Sales: $1,140,007
- PPC Sales: $285,579 (25% of total sales)
- PPC Spend: $22,968
- ACoS: 8.04%
- PPC Impressions: 10,443,878
Conclusion:
Through diligent monitoring, data-driven insights, and strategic PPC optimization, we turned around the performance of the pet supplies brand. The results speak for themselves: a substantial increase in total sales, a strong PPC contribution with a minimal ACoS, and an impressive level of customer reach with over 10 million impressions.
By leveraging our expertise, the brand is now well-positioned to sustain long-term growth and maintain a competitive edge in the pet supplies market.
