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.