Overview
In June 2020, a new product was launched in the US market using a zero-giveaway strategy, relying solely on a well-optimized PPC campaign. The objective was to achieve organic ranking quickly without relying on external promotions or giveaways.
Results
The product saw significant traction within the first few days, achieving top rankings for its keywords. By Day 23, it reached $17,000 in revenue, with approximately 49% of orders being organic. Overall, the average ACOS remained at 24%, and while there was an initial investment loss of around $1,000, it set the stage for future profitability.
Key Challenges
The main challenges included establishing a killer listing that stood out in a competitive market and managing the PPC costs effectively. The necessity to maintain constant optimization of ad campaigns to adapt to real-time performance metrics also posed a challenge.
Approach
The strategy included comprehensive keyword research, ensuring all ten top keywords were indexed before the launch. A mix of ad types, including sponsored products and video brand ads, was employed, with continuous monitoring and optimization based on performance data. The focus was on targeting higher-priced ASINs to capture a larger share of the conversion market.
Conclusion
This case study exemplifies the importance of having a highly optimized product listing and the effectiveness of a solid PPC strategy in launching new products without the need for giveaways. The successful organic ranking achieved within days highlights the potential for future profitability in subsequent restocks. Adapting to the dynamics of Amazon’s pricing and advertising strategies is crucial for maintaining a competitive edge in the marketplace.
