Meticulous Optimization: 117% Year-on Year Growth
Overview
In the first half of 2019, we collaborated with a client who was encountering substantial challenges in their advertising efforts. This client saw little to no revenue growth even with an increased ad spend. Factors such as an increase in their cost-per-click, greater competition over key search terms, and increased shipping expenses led to a significant reduction in profit margins.
In August 2019, they reached out to us at Omirank to help boost their revenue during their high-demand season while also preparing for the post-holiday sales slump. A thorough marketing evaluation conducted by our team revealed multiple obstacles that were diminishing the impact of the company’s advertising strategies.
Challenges
1. Terrible Campaign Structure
2. Poor Targeting and Audience Segmentation
3. Lack of Brand Awareness
4. Inconsistent Targeting of ASINs
5. Disorganized DSP
Assessment
The overall account structure was extremely disorganized, blending high and low-traffic keywords within the same campaigns. This required our team to do a comprehensive reorganization of the account in the ad console to optimize its performance. Competition was extremely tight.
With other sellers already having best-seller badges and top-of-search placements, this already restricted the company’s visibility and market share. It was imperative to come up with a strategy that would help boost the company’s social proof while also increasing its market share.
It was essential for them to focus on investing in highly relevant, high-traffic search terms, and to pinpoint the most effective search terms emerging from Auto-campaigns. Prioritizing optimization to zero in on keywords that were most effective at driving conversions was key to the success of their campaigns.
Given the heightened competition in their category, the company needed strategies to connect with a wider audience, not just on Amazon but also through other channels. We considered the use of Sponsored Display and DSP (Demand-Side Platform) ad formats for products that had not previously been part of ad campaigns, an important step in broadening their brand’s presence.
The absence of ASIN targeting in their Sponsored Brands and Sponsored Display ads was a missed opportunity for sales. Addressing these gaps was crucial to fully leverage their advertising potential.
Lastly, their existing DSP strategy was flawed due to a lack of clear focus, inadequate investment in top-of-the-funnel marketing, and a limited understanding of the platform’s capabilities. Achieving a balance between their growth objectives and the desired Return On Ad Spend (ROAS) of 3 presented a significant challenge.
Approach
Enhanced Product Content
To boost product visibility and organic sales, we focused on refining images, titles, bullet points, and incorporated A+ content and Amazon Posts to enrich the product information.
Wider Audience Engagement
By collaborating with micro-influencers and launching Google Ads, we were able to reach a wider audience. The success of these efforts were measured objectively using Amazon Attribution.
Keyword Relevance
To ensure our product listings were highly relevant to customer searches, we honed in on specific keywords with precise match types. This process included ongoing monitoring and adjustment based on impression share data and keyword position tracking.
Less Ad Cost, Lower ACOS
We conducted an in-depth analysis of ASIN and keyword effectiveness and allocated more resources towards the best-performing ones. Real-time spending optimization was also done through Amazon’s budget reports and budget rules.
All About Testing
A/B testing was conducted to assess different creative elements and messaging strategies. Launches were strategically timed to coincide with peak shopping times to yield the highest visibility and impact.
Brand Awareness & Segmentation
An extensive DSP strategy focused on enhancing brand visibility and targeted pertinent audiences was developed, utilizing custom audience segments supported by responsive creatives.
Approach
Enhanced Product Content
To boost product visibility and organic sales, we focused on refining images, titles, bullet points, and incorporated A+ content and Amazon Posts to enrich the product information.
Wider Audience Engagement
By collaborating with micro-influencers and launching Google Ads, we were able to reach a wider audience. The success of these efforts were measured objectively using Amazon Attribution.
Keyword Relevance
To ensure our product listings were highly relevant to customer searches, we honed in on specific keywords with precise match types. This process included ongoing monitoring and adjustment based on impression share data and keyword position tracking.
Less Ad Cost, Lower ACOS
We conducted an in-depth analysis of ASIN and keyword effectiveness and allocated more resources towards the best-performing ones. Real-time spending optimization was also done through Amazon’s budget reports and budget rules.
All About Testing
A/B testing was conducted to assess different creative elements and messaging strategies. Launches were strategically timed to coincide with peak shopping times to yield the highest visibility and impact.
Brand Awareness & Segmentation
An extensive DSP strategy focused on enhancing brand visibility and targeted pertinent audiences was developed, utilizing custom audience segments supported by responsive creatives.
Results
5.77x ROAS
A record-breaking ROAS of 5.77x in March 2020 was attained during the height of the pandemic.
24.34% ACOS
Achieved a steady decrease in ACOS, lowering it from 58.4% in August 2019 to a remarkable 24.34% by March 2020.
117% YoY Growth
Experienced a remarkable 117% year-over-year growth in acquiring first-time customers.