Objective:
To increase sales and optimize advertising performance for a large, high-ticket item sold through both FBM and FBA models, while maintaining a TACoS of under 10% and maximizing Top-of-search Impression Share (ToS IS).
Challenges:
- Selling a large product with high storage and fulfillment fees, making FBM the most profitable selling model.
- The product comes in multiple sizes and colors, which required specific optimization to improve the customer shopping experience.
- Competitors dominated the search terms, and scaling the brand required organic ranking improvements and review management.
Approach:
- Account Audit and Consultation:
- Performed a comprehensive audit of the client’s Amazon account in August 2021.
- Advised on initial strategies for account growth during Q4, resulting in rapid revenue scaling.
- Listing Optimization:
- Updated product listings with SEO-friendly copies to improve organic search rankings.
- Created a super-listing by combining variations (size and color) to consolidate reviews and improve BSR.
- Managed customer reviews to achieve a combined 5-star rating and boost social proof.
- PPC Campaign Restructuring:
- Transitioned from 2nd-level to 4th-level PPC optimization, moving from multiple-target campaigns to single-target campaigns for greater control.
- Focused advertising spend on top-performing keywords, enhancing ToS IS and increasing organic rankings.
- Used Helium10 to monitor keyword rankings and allocate ad spend for the highest priority terms.
- Addressing Stock Issues:
- Managed advertising around stock shortages by adjusting the budget to match available inventory.
- Increased ad spend post-restocking to regain lost BSR and organic rankings.
Results:
- Revenue Growth:
Quadrupled monthly sales from 102k € in August 2021 to 418k € in November 2021, generating a total of 1.4 million € in sales for 2021. - Listing Performance:
Successfully combined variations into a super-listing, resulting in over 200 positive reviews and a glowing 5-star rating. This change significantly improved product discoverability and BSR. - PPC Optimization:
Achieved a stable TACoS of 7%, keeping it well within the target range of 6-8%. Maximized ToS exposure through granular PPC management, leading to higher organic rankings. - Handling Market Downturns:
Despite a 30-40% drop in search volume during the summer of 2022, maintained stable sales, while competitors saw a 30% decline in sales.
Conclusion:
By the end of the 10-month project, the client’s brand had established a leading position in its category, with improved organic rankings and a stable flow of customer reviews. The transition was smooth, with the client’s team fully trained to continue managing the account independently, ensuring sustained success beyond our partnership.
