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Long-Tails Go A Long Way: 303% Sales Increase in 8 Months

Overview

Amid the COVID-19 pandemic lockdowns, this client experienced an extraordinary surge in demand for its best-selling products within Amazon’s home improvement niche. The company’s sales reached a peak, with monthly figures skyrocketing to three times the pre-pandemic average – jumping from $23.2K to a staggering $74.4K in August 2020.

This swift ascent to success drew aggressive black hat tactics tactics from rival brands aiming to bury our client’s store. Noticing a gradual erosion of their market share and backed by substantial advertising funds, our client took proactive measures by working with us to help secure their spot.

Challenges

1. Overloaded Campaign
2. Suboptimal Keyword Focus
3. Neglecting Long-tail Keywords

Assessment

Campaigns were overloaded with keyword targets, with as much as 200+ keywords without any match type segmentation .

And despite having listings optimized for high-traffic terms, the ad campaigns lacked focus on essential category-specific keywords.

Resources were being inefficiently spent on keywords that had low conversion rates and a high cost-per-click, resulting in a lot of ad waste – while highly lucrative long-tail keywords were left out altogether.

Approach

Laying the Groundwork

Our approach involved refining the campaign structure and targeting, while maintaining the current monthly budget for three months. The objective was to boost both attributed and organic sales without increasing the ACoS.

Hitting the Mark

To prevent less relevant products from overshadowing more lucrative ones, we implemented a strategy for duplicated keywords across multiple products, with the most relevant product receiving a higher bid to ensure priority.

Advertising Overhaul

New sponsored product campaigns were launched across all product categories. We organized products based on category and search volume, rather than solely focusing on keyword and product relevance, aiming to connect the Client’s products with genuinely interested audiences.

Long-Tails Go a Long Way

Alongside the usual Head Terms, we also incorporated long-tail keywords into our targeting strategy in separate test campaigns. The budget was evenly divided, with a 50/50 split between head keywords and long-tail keywords. For instance, 50% of the ad spend targeted general terms like “wall organizer,” while the other 50% was allocated to specific phrases like “modular renter friendly wall organizer for home office”.

Approach

Laying the Groundwork

Our approach involved refining the campaign structure and targeting, while maintaining the current monthly budget for three months. The objective was to boost both attributed and organic sales without increasing the ACoS.

Hitting the Mark

To prevent less relevant products from overshadowing more lucrative ones, we implemented a strategy for duplicated keywords across multiple products, with the most relevant product receiving a higher bid to ensure priority.

Advertising Overhaul

New sponsored product campaigns were launched across all product categories. We organized products based on category and search volume, rather than solely focusing on keyword and product relevance, aiming to connect the Client’s products with genuinely interested audiences.

Long-Tails Go a Long Way

Alongside the usual Head Terms, we also incorporated long-tail keywords into our targeting strategy in separate test campaigns. The budget was evenly divided, with a 50/50 split between head keywords and long-tail keywords. For instance, 50% of the ad spend targeted general terms like “wall organizer,” while the other 50% was allocated to specific phrases like “modular renter friendly wall organizer for home office”.

Results

Immediate Returns

Achieved a 73.2% increase in sales within the first three (3) months.

14% ACOS Reduction

Decrease in ACoS from 43.37% down to 35.5%.

+303% Sales

Remarkable sales increase of over 303% in 8 months.

Our Case Studies

Campaign Overhaul and Creative Refresh: 2.3x Sales in 3 Months

Reduced ACoS and increased sales by focusing on the top selling products, a creative refresh, and SEO optimization with high-performing keywords.

14% Reduction in ACoS

+130% Sales in 3 Months

First Page KW Ranking

Re-establishing Brand Trust and Capturing the Market

Observed a significant boost in purchase rates, reflecting enhanced conversions and increased sales.

100% Buy Box Ownership

310% Run Rate Growth

12-Month Goal in 5.5 Months

Taking Down Unauthorized Sellers and Dominating the Platform

Utilized brand-exclusive opportunities such as kits, bundles, and upsells supported by ads, a creative refresh, and a streamlined supply chain.

59% Year-on-Year Revenue Growth

+93% Branded Search Volume

+64% Conversion Rate

Long-Tails Go A Long Way: 303% Sales Increase in 8 Months

Increased organic sales while retaining the ACoS by overhauling the ads and incorporating long-tail keywords in the ad campaigns.

19% Reduction in ACoS

+73.2% Sales Increase in 3 Months

+303% Sales Increase in 8 Months

From Bankruptcy to ROI Positive in 6 Months

Increased revenue and PPC sales by widening the initial touch point, implementing keyword segregation, and improving their inventory management.

16.7x Growth in PPC Sales

+173% Monthly Revenue

+77.33% Conversion Rate

Meticulous Optimization: 117% Year-on Year Growth

Yielded a high YoY growth and lower ACoS with enhanced product content, improving the messaging, and leveraging custom audience segments.

5.77x Highest Recorded ROAS

42% Reduction in ACoS

117% Year-on-Year Growth

Our Results

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