Founded in 2020, this brand is a USA-based manufacturer of different shoes – from running shoes to safety shoes to office wear shoes for women, men and kids. The founders and our clients take inspiration from the late and emerging British cultural trends to create unique shoes. They are now making quite the name in the e-commerce space with a strong retail presence.
CHALLENGE
Before joining us in December 2021, they managed their Amazon business independently with no professional help, which resulted in 78% of sales in 2021 from advertising (PPC). With many unwanted clicks, unnecessary spending, and high ACoS, they decided to hire a professional team so they could focus on their retail business and the Amazon experts could use their expertise and help grow their business. We had to work on reducing their PPC sales and getting organic sales while increasing the overall sales.
ACTIONS
Starting from examining the brand’s situation on what they did over the years, we checked everything from PPC to SEO content to Images and Account health. We wanted to check which keywords were getting sales and which were not; we also wanted to figure out the rankings of those keywords. Once our research was over, we started implementing the below steps in the account:
- Found out keywords with no sales and just numerous clicks and impressions and paused them in the campaigns to stop unnecessary spending.
- Did new keyword research and found a few brand-related keywords to target the Sponsored Brand ads.
- Created new SEO-optimized content for all the products.
- Created campaign structure with industry best practices and created goal-based and product-driven campaigns.
- Added negative keywords, fine-tuned existing campaigns and targeting to boost conversions, and customized strategies to reach a new audience and amplify the market share during all occasions.
- Worked out strategies to amplify presence and sales on Amazon by leveraging A+ content and Sponsored Video ads.
BENEFITS
There was a huge improvement in the organic rankings of products for the targeted keywords. Therefore, the share of organic sales in total sales grew substantially over a period. With the budget saved, the company reinvested and experimented with new ad types.
Sponsored Brand ads helped our client reach new audiences, increase brand awareness, capture more shoppers, and re-engage customers at different funnel stages. As a result, there was an increase in sales from loyal customers.
RESULTS
With millions of sellers worldwide, it is never easy to get to the top and stay there, so we engaged in a heated battle for the top of the search for our client and his brand. We did everything to help our seller to reach the top and stay there, benefitting his overall business as an Amazon seller. Below are the few results we could achieve for them:
Jan 1st to Dec 31st, 2021 (12 months):
- Total Units Ordered: 37,970 units
- Total Ordered Product Sales: $8,17,274.00
- Organic Sales: $1,79,793.88
- PPC Sales: $6,37,480.12
- ACoS: 62.82%
- Advertising Sales: 78%
Jan 1st to Aug 31st, 2022 (8 months):
- Total Units Ordered: 48,093 units
- Total Ordered Product Sales: $10,43,254.00
- Organic Sales: $5,87,594.00
- PPC Sales: $4,55,660.00
- ACoS: 19.68%
- Advertising Sales: 43.67%
Comparison of 2022 from 2021:
- Overall Sales Increase: 91.48%
- Organic Sales Increased: 390%
- Increase in Units Ordered: 90%
