In this case study, we are going to discuss the company PaulBella based out of Canada. Their mission is clear: to offer parents a solution that would not only soothe their babies but also provide the safety and comfort every parent looks for. With a deep understanding of the challenges parents face in finding the right baby gear, PaulBella dedicated themselves to designing products that make life a little easier and a lot more peaceful.
A few months ago, they enlisted our services for image and video optimization, as well as A+ content creation. Following these enhancements, they observed a notable improvement in conversion rates and organic ranking. In July, impressed by the results, they opted to extend our partnership to include PPC management.
Challenges:
Stiff Competition: They faced stiff competition in the crowded baby products market, which made it difficult to stand out among numerous established brands and new sellers. This is because the baby products category is an upcoming popular category, with many new sellers offering low-quality, cheaper products, while theirs is a high-quality product that is priced higher.
Limited Brand Visibility: Despite having high-quality products, they struggled with low visibility on Amazon, resulting in missed sales opportunities.
Limited Budget for Ad Spend: Since they were a relatively new brand with a high-priced product, their budget for paid ads was limited and we had to work our way around it to create effective campaigns under a strict budget.
Customer Trust: Building trust with potential buyers was a challenge due to the abundance of choices available, leading to concerns about product safety and quality.
Actions:
The first step we took was to create an auto campaign and implement category targeting initiatives to determine which keywords were most effective for sales.
We combined both leading SKUs to reduce expenses, boost the total number of reviews, and enhance conversion rates.
Created a short informative video highlighting features and targeted it to well-performing keywords so we could cover more areas of the search results and remove as many competitors from the first page as possible.
Based on the results of auto campaigns, we created sponsored product targeting campaigns to gain more impression share from competitors’ detail pages. We then launched a sponsored display product targeting campaign to expand our reach on competitors’ detail pages.
We developed and implemented PPC campaigns focused on relevant negative keywords and retargeting strategies to engage potential customers who showed interest but did not convert.
We consistently tracked ad performance metrics, such as CTR, conversion rates, and keyword rankings, to modify campaigns and enhance profitability.
Benefits:
The data gathered from auto campaigns not only helped optimize PPC campaigns but also provided deeper insights into customer behavior and trends.
By visually showcasing the product’s key features, the video addressed customer pain points and built trust, resulting in longer-term customer retention.
Targeting competitor detail pages didn’t just drive conversions—it gave the brand a foothold over competitors by consistently appearing at critical moments in the buyer’s decision-making process.
Using relevant negative keywords prevented ad budget wastage, allowing the brand to stretch its budget further.
Regular monitoring and agile optimization of campaigns ensured the brand remained adaptable to market shifts. This adaptability safeguarded profitability during seasonal fluctuations and competitive changes, maintaining strong ROI in both peak and off-peak periods.
Results:
Our approach delivered impressive results over just 4 months, we reduced ACoS from 18% to the lowest 4% in one of the months, and Average ACoS upto 8%
July 14th, 2024 to October 10th, 2024 (4 months):
- Total Units Ordered: 1,023 units
- Total Ordered Product Sales: $178,267
- Organic Sales: $87,965
- PPC Sales: $90,302
- PPC Spend:$7,964.92
- ACoS: 8.82%
- PPC Impressions: 2,674,139
