Campaign Overhaul and Creative Refresh: 2.3x Sales in 3 Months
Overview
At the start of 2020, a client turned to us following a downturn in sales primarily caused by persistent stock shortages.
Their use of BidX for advertising led to the creation of numerous campaigns, but with little oversight over their inventory levels.
As products consistently ran out of stock, customer engagement and return-rates also dwindled. Determined to boost their sales and regain command over their advertising strategy and inventory management, they started working with Omirank with the goal of doubling their sales by year’s end.
Challenges
1. Inefficient Campaign Tracking
2. Irrelevant Content
3. Decline in Ranking
Assessment
With a multitude of campaigns suffering from substandard content and irrelevant targeting, conversions were ineherently being limited.
Being unable to keep an eye on their stock levels and constantly running out of stock, their customers are prompted to look for alternatives to their products
Due to a combination of them lacking an effective SEO strategy, underperforming campaigns, and OOS products, sales were greatly hindered resulting in a decline in search rankings.
Lacking comprehensive SEO tactics, combined with consistent stock unavailability, hindered sales growth and caused a decline in search rankings.
Approach
Segregation is Key
Rather than adding all products in a single campaign, we refined our approach by focusing on the products that accounted for 87% of the client’s sales. By enriching them with more relevant keywords and categorizing match types within each ad group, we were able to minimize overlap and accurately target our audience.
Creative Refresh
Every product listing received a comprehensive update, featuring new and improved content, refreshed text, additional images, and videos to further support our advertising campaigns. We also incorporated secondary images that included FAQs and detailed product features, aimed at boosting conversion rates.
Improved SEO and Visibility
To improve brand visibility and product findability in Amazon and Google search results, we added backend search terms to all listings. We also incorporated high-performing keywords into product titles and PPC campaigns to amplify our Share of Voice.
Approach
Segregation is Key
Rather than adding all products in a single campaign, we refined our approach by focusing on the products that accounted for 87% of the client’s sales. By enriching them with more relevant keywords and categorizing match types within each ad group, we were able to minimize overlap and accurately target our audience.
Creative Refresh
Every product listing received a comprehensive update, featuring new and improved content, refreshed text, additional images, and videos to further support our advertising campaigns. We also incorporated secondary images that included FAQs and detailed product features, aimed at boosting conversion rates.
Improved SEO and Visibility
To improve brand visibility and product findability in Amazon and Google search results, we added backend search terms to all listings. We also incorporated high-performing keywords into product titles and PPC campaigns to amplify our Share of Voice.
Results
2.3x Sales
Sales surged with a 2.3x increase in just three (3) months, beating the client’s goal of 1 year.
14% ACOS Reduction
Saw a notable 14% reduction in average ACoS., dropping their ACOS from 36.13% to 22.02% over a 6-month period.
First-Page Ranking
Achieved a first-page ranking for multiple keywords with over 125,000 search volume.