Aleks Tkach
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Health & Household | Amazon PPC
Marketing Research
The primary goal was to enhance sales and profitability for a product in the "Health & Household" category on Amazon, aiming to break into the Top-10 of its sub-category. The market presented a highly competitive environment with numerous well-known competitors, diverse pricing strategies, and a plethora of reviews.
Advertising Campaign Audit and Optimization: Analysis of the client's existing ad campaigns revealed high Acos and a limited use of mid and low-frequency keywords. We deployed a strategy focusing on a broad range of keywords, including low, mid, and high-frequency ones, along with competitors' ASINs, and detailed semantic work. Our approach also included precise control over high-frequency keywords in both ads and organic search. Sponsored Product ads were extensively used to enhance organic rankings and sales.
… Promotions and Discounts: To boost conversion rates and attract more sales, we utilized coupons, Lightning Deals, and 7-day Deals.
Listing Optimization: The client took an active role in listing optimization, updating main images, titles, and conducting A/B testing of bullet points. This, combined with the use of relevant keywords, positively impacted product ranking, CTR, and CVR.
In 15 months, we achieved a 5.5x increase in product sales, advancing from Top-50 to Top-10 in the niche category, while maintaining Acos at 38.88%. Moreover, we increased the organic sales percentage from 42.13% to 65.66%, significantly boosting profitability.
High Competition: Flexibility in ad structures and the strategic use of discounts, coupons, and deals helped us respond effectively to market trends and redirect traffic as needed.
Limited Budget: Initially hesitant, the client's perspective shifted as targeted budget allocations led to improved metrics and eventually, an unlimited ad spend.
Narrow Structure: Expanding the semantic core to capture high organic positions for low-frequency words increased the organic share in sales. Manual management of high-frequency keywords was also crucial in maintaining top-selling positions.
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Automotive | Amazon PPC
Marketing Research
We were tasked with increasing sales and profitability for a client's product in the highly competitive "Automotive" category on Amazon. The challenge was to attract new customers and boost brand recognition in a market filled with established brands. The client faced difficulties in scaling the product's performance, primarily due to the product's limited semantic scope which complicated efforts to efficiently increase advertising spend. This resulted in a higher cost per click, ranging between $3 to $4, making it essential to strategize effectively for enhancing the product's market presence and sales.
Our client's product distinguishes itself with its high-quality materials and craftsmanship, positioning it as the preferred choice for shoppers looking for high-quality automotive products on Amazon. This advantage allows our client's offering to stand out amidst competitors who cater to lower price segments, offering unique value to consumers who prioritize superior quality.
… An analysis of our current advertising campaigns revealed a very low conversion rate, limiting our ability to achieve the desired sales. In response, we implemented a strategy that included comprehensive keyword research using Brand Analytics and Helium10. We categorized keywords by frequency, primarily focusing on an Exact match structure, and supplemented the campaigns with phrase and broad match modifiers due to the product's narrow semantics. Our focus was not only on increasing volume but also on boosting organic sales, hence we prioritized top placement for our main PPC keywords (despite the cost), aiming to solidify our positions in sales for specific keywords. Working with top placements played a crucial role, as our main keywords eventually performed very well at the top. There were no limits on the advertising budget since it was challenging to scale the spend at all. By October 2022, our brand began to be searched by branded keywords, and our keywords started to show Search Volume. We also utilized all available advertising formats, including Sponsored Product, Sponsored Display, and Sponsored Brand, to cover all advertising placements.
Performance Metrics Before and After Our Involvement:
Before Our Engagement:
PPC Sales per month: $313.99
Spend per month: $94
ACOS: 29.95%
After Our Strategies Were Implemented:
PPC Sales: $13,277.54
Spend: $3,218.78
ACOS: 24.24%
These results demonstrate a significant improvement in sales and advertising efficiency, highlighting the success of our targeted strategies in the highly competitive "Automotive" category on Amazon.
These results showcase a significant improvement in sales and advertising cost efficiency. Specifically, total PPC (Pay-Per-Click) sales increased from $313.99 to $13,277.54 per month, indicating substantial progress in customer acquisition and profit generation through advertising campaigns. Advertising expenses rose to $3,218.78, but given the considerable increase in sales, the ACOS (Advertising Cost of Sales) decreased from 29.95% to 24.24%, demonstrating an increase in the efficiency of advertising investments.
These figures confirm the success of the strategies we implemented for the optimization and adaptation of advertising campaigns, including a detailed audit of existing campaigns, keyword research, targeted advertising on competitive ASINs, use of various advertising formats, promotional discounts, and comprehensive listing optimization. Given these metrics and the strategies employed, we can conclude that our approach to marketing and advertising in a competitive segment has been effective, significantly impacting sales increases and brand visibility improvement.
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Baby Product | Amazon PPC
Marketing Research
Our client is a family-owned business from America, the parents of 3 girls and 1 boy. As active parents themselves, they were inspired by the idea of putting together high-quality children's outdoor products under one roof to serve the parenting community. In 2009, when their first daughter was 18 months old, the idea to produce their own branded products was born.
In 2014, they opened their first physical store. This step allowed them to expand, and they now offer a wide selection of strollers, car seats, strollers, travel gear, feeding and nursing products, furniture, health and safety products, toys, and children's clothing.
… In 2020, our customers decided they wanted to sell on Amazon. Keep in mind that sellers of children's products face strong competition from well-known brands and Amazon's own brands. Successful products tend to rely heavily on branding to gain consumers' trust and reassure them that their children are in good hands.
For parents, one of their top priorities is to protect their baby and his comfort, which is why they go to Amazon in search of a solution.
Our clients understood that boosting his Amazon sales ranking was all about making the best use of contextual advertising, but they were too busy actually running their business to learn the intricacies of creating and maintaining a profitable Amazon advertising strategy.
To achieve the goal of increased profitability, our client will need not only an ACoS figure below 50% but also the ability to ensure keyword dominance. After all, child care is an incredibly specific niche, and only a few keywords can build or destroy the business.
Solution
After trying Amazon and failing to experiment, our clients turned to Unitix for help in developing a strong Amazon PPC strategy.
We recommended and implemented deep keyword research and optimization, increasing the number of ad types, using sponsored brand advertising, and testing dynamic bid assignment options to increase visibility, increase conversion rates and reduce ACoS.
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Clothing, Shoes & Jewelry | Amazon PPC
Marketing Research
Our mission was to boost sales and profit for a product in the highly competitive "Clothing, Shoes & Jewelry" category on Amazon, focusing on maximizing profitability within limited budgets and despite the product's high price point.
Our product stands out due to its superior quality of materials and craftsmanship, making it the perfect choice for customers seeking premium-class items in the "Clothing, Shoes & Jewelry" category. This allows us to distinguish ourselves from competitors focused on lower-price segments.
… Advertising Campaign Audit and Optimization: An analysis of our current advertising campaigns revealed they were operating with a relatively high ACOS, limiting our ability to achieve desired results within the set budget. In response, we chose a strategy of using a large number of ad campaigns at a low bid, which included detailed semantic work covering all low-frequency keywords and competitor ASINs. We actively utilized all available advertising formats, including Sponsored Product, Sponsored Display, and Sponsored Brand, to identify profitable sales at low bids.
Promotions and Discounts: Given our product's high pricing policy compared to competitors, we decided to offer a 20% discount coupon. This was complemented by specialized promotional campaigns aimed at strengthening the brand.
Listing Optimization: In close collaboration with the client, we conducted a comprehensive optimization of all listing elements, including reworking the title, expanding the bullet point descriptions, enhancing A+ content, and updating the main photos.
Results:
In 9 months, product sales increased by 7 times, and we managed to reduce ACOS from 47.98% to 18%. Additionally, we were able to decrease the return rate from 35% to 17%, significantly enhancing profitability.
Conclusions
This case study demonstrates that even with limited resources and in a competitive pricing environment, it's possible to significantly increase sales and profit. Success was achieved through the product's unique quality, effective advertising strategies and promotions, listing improvements, and prudent budget management. This approach showcases how flexibility and comprehensive promotion contribute to sales growth and market position strengthening.
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Office Products | Amazon PPC & Facebook Ads
Contextual Advertising
This year we started working with a brand that sells in the Office Products niche.
Our client asked to help with PPC. He had already quickly developed a strong business on Amazon. What he lacked was the structure and established standard operating procedures. They also knew that contextual advertising could be greatly improved.
Our client was working with a huge list of office products, and they had no strategy when it came to targeting and marketing to their consumers. The brand's extremely long product list was greatly reduced, allowing them to focus on their most successful products and give them the advertising support that allowed them to truly thrive.
With hundreds of articles, our client couldn't organize it all. Different products were bundled into the same campaigns with all three types of matches: broad keywords, phrases, and exact matches. Because of this, her ad spending began to spiral out of control quickly, while her sales remained flat.
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They didn't take advantage of many of Amazon's powerful ad types, such as sponsored brand advertising (SBA). Amazon SBA attracts customers when they actively shop on Amazon. They click on your brand logo and they're taken to your store or custom landing page. And the nicest part: ads are paid per click, which means you only pay when a customer clicks on your ad.
Also, our client's own team overlooked product-targeted ads, which allowed them to customize the display of Amazon ads on other merchants' ASIN pages and in search results by category. You can refine your campaign by price range, star rating, etc.
Resolution
Strategy
The key to a seller's approach is to create a customized plan for each client.
We immediately set to work to increase its sales and reduce ACoS, starting with the organization of the campaigns. We developed a structure for all products to get more control over the spending for each product group and eliminate unnecessary spending on advertising.
We analyzed listings and competitors to run the most relevant common keywords, phrases and exact matches.
We used a combination of internal traffic coming from Amazon PPC and external traffic coming from Facebook. With Facebook's targeting advertising strategy, we were able to get great results.
After two months of hard work, sales have doubled from 100k/month to 200k/month, and ACoS has dropped from an average of 35% to 26%.
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Home & Kitchen | Amazon PPC
Marketing Research
The primary objective for Unitix Agency was to increase sales and profitability for a "Home & Kitchen" category product on Amazon, despite facing a limited budget and the product's high price point.
We entered a highly competitive niche filled with well-known competitors who had garnered positive reviews and employed various pricing strategies. This included established brands with high prices and newcomers attempting to undercut the market with lower prices. This Unitix Agency case study explores the strategies and outcomes of navigating such a challenging market landscape.
… Strategy and Actions:
Advertising Campaign Audit and Optimization: An analysis revealed a narrow ad structure primarily utilizing Video campaigns and High-Frequency Keywords in Sponsored Product ads, with limited use of mid and low-frequency keywords. We strategized to cover a wide range of keywords, shifting traffic from Sponsored Brand Video campaigns to Sponsored Product campaigns with key targeting, and meticulously working on semantics divided into relevant clusters for organic position promotion and sales.
Promotions and Discounts: Coupons, Lightning Deals, and 7-day Deals were employed to enhance conversion rates and attract more sales.
Listing Optimization: The focus was on refining photo and video content, and updating Titles and Bullet points through A/B testing. This, coupled with the use of relevant keywords, positively influenced product ranking and metrics such as CTR and CVR.
Results:
Over a 14-month period of working with the product, we managed to increase its monthly sales from 689 units to 1778 units. This significant sales growth led to a fourfold increase in the product's profitability. Our strategic efforts at Unitix Agency have not only enhanced the product's presence in the "Home & Kitchen" category on Amazon but also substantially improved its financial performance.
Challenges and Solutions:
Competition: A wide semantic selection captured a significant amount of low-frequency keywords, leading to increased organic sales. The use of discounts, coupons, and deals allowed for better market adaptation.
Ad Types: While video ads drove additional sales, Sponsored Product campaigns on keywords were pivotal for boosting organic key positions. Redirecting spend from old video campaigns to new SP campaigns proved effective.
Limited Budget: Initially hesitant about increasing ad spending, we raised the daily spend from $300 to $550, which, with the right budget allocation, led to a fourfold increase in profitability.
Narrow Structure: Expanding the semantic core to cover more relevant keywords captured high organic positions for low-frequency words, enhancing the organic share in sales.
Conclusions
This comprehensive case study from Unitix Agency underscores the profound impact of strategic planning, diligent market analysis, and innovative advertising techniques in overcoming challenges within the "Home & Kitchen" category on Amazon. By adopting a multifaceted approach that included a thorough audit of existing ad campaigns, a broadening of the keyword strategy to encompass a wider semantic range, and a focused effort on listing optimization, we were able to significantly boost sales volume and achieve a substantial increase in profitability. Our success was not solely due to the increase in advertising spend but also the efficient allocation of resources and a keen understanding of market dynamics. This approach led to a remarkable ascent from 689 to 1778 monthly units sold, culminating in a quadruple increase in the product's profitability over 14 months.
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Pet Supplies | Amazon PPC
Contextual Advertising
Broad structures or exacts?
A product from the Pet Supplies niche was in the top - 1. Advertising structures were built mainly on broad match types. We received the request from the client to move ads to more controlled structures.
This is the case when exacts are much more expensive for clients, and at the same time are less effective than broad match types.
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Resolution
Since the product has been working for quite a long time, we assumed that the broad structures gathered enough statistics to transfer the main structures to exacts (with the help of search terms) and avoid additional expenses.
Right in the first stages of transitions, it became apparent that it was much more expensive to get traffic on exacts.
At the next stages, it became clear that the efficiency of the product (taking into account the conversion and bids on exact structures), not only wouldn’t be better, but it would fall, roughly by 50%.
So we decided to reverse the broad structures and work on the negatives in order to improve efficiency. And it was a successful strategy.
So, there is certainly a grain of truth in the fact that exact structures are more controllable and often work more efficiently. But every product is unique and requires a unique approach.
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Home and Kitchen | Amazon PPC
Marketing Research
Tasked with maximizing sales outcomes for a client in the competitive kitchen and dining category on Amazon, our agency took on the challenge of not just standing out, but achieving sustainable sales growth and brand recognition. Known for its competitive nature, the kitchen accessories space demanded a strategy that would differentiate and yield consistent growth.
Leveraging our expertise in PPC advertising and a deep understanding of the Amazon marketplace, we crafted a multifaceted approach that aimed to not only capture immediate sales but also build a long-term loyal customer base for our client's unique kitchen and dining products.
Challenges
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High Market Competition: The market was highly competitive with many well-established players already dominating the space.
Unique Product with Above-Average Pricing: While the product was unique, its price point was above the market average, posing a challenge in attracting cost-conscious consumers.
Emergence of Low-Cost Competitors: The market saw the arrival of low-cost competitors who introduced similar products at lower prices, thereby increasing competitive pressure.
Overstock Issues and the Need for Rapid Sales: The company faced overstock issues, necessitating the quick liquidation of excess inventory to avoid additional storage fees.
Strategies and Implementation:
Advertising Campaign Audit: We commenced with a thorough audit of all existing campaigns to pinpoint growth and development opportunities. This allowed us to understand the landscape and formulate a robust strategy.
Campaign Restructuring: We created a more controlled campaign structure by segregating high-frequency keywords into individual campaigns and expanding our efforts with the inclusion of previously clustered low-frequency keywords.
Expanded Targeting: Our approach included broadening our targeting to encompass competitor's ASINs, our ASINs, and specific categories to capture a wider audience.
Enhanced Campaign Types: We leveraged video campaigns and Product Collections, aligning them with our keyword strategy to maximize coverage across search results. Sponsored Display ads were also utilized for competitor's ASINs, categories, and our own ASINs.
Variation Optimization: After reviewing advertised variations, we focused on those with the best CTR and conversion rates, optimizing our advertising spend.
Creative Development: In collaboration with the client, we focused on creating compelling advertising creatives that significantly improved average CTR and conversion rates.
Promotional Tactics: We employed a variety of promotional strategies, including coupons and lightning deals, to stimulate sales during specific periods.
Listing and Content Enhancement: The client improved the listing content and titles, which synergistically increased the overall conversion rate on the listing.
Conclusion:
Through strategic PPC campaign management, targeted advertising, and promotional tactics, Unitix Advertising Agency not only navigated through a highly competitive market but also achieved sustainable sales growth and enhanced brand recognition for our client. This case study underscores the importance of a multi-faceted approach to digital marketing on Amazon, demonstrating that with the right strategies, even products facing stiff competition and market challenges can achieve outstanding success.
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Beauty & Personal Care
Marketing Research
Niche - Beauty & Personal Care
Our client is an iconic brand of skincare and decorative cosmetics, which is widely known and appreciated for the quality of its products. The brand is very popular among celebrities, who fell in love with it because it allows them to create extraordinary images.
Often it is difficult for companies that have not worked on Amazon before to manage and organize their business strategy correctly so that advertising budgets would not be terrible. Initially, our client was planning to set up their own department of PPC Ads management on Amazon, but they faced a lot of difficulties in finding professionals and setting up all the processes.
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Resolution
How did we get started?
1. We did a detailed analysis of the niche and developed a strategy, the ultimate goal of which was to get Bestseller.
We began using sponsored product campaigns targeting branded keywords, which allowed us to attract customers at the buying stage at the bottom of the marketing funnel.
The campaigns started working at the same time to increase the popularity of premium products, which helped increase the return on investment in advertising.
2. We did keyword analysis, which was related to contract product lines and products. We fully immersed ourselves in the process for us to understand our consumers, to build buying scenarios and decision-making processes. We took those individual words out into different campaigns for the sponsored products.
3. For a cosmetic brand the quality of the listing and photos is very important, we did all the necessary work. Recommended the best options for photos, improved the quality of texts, added keywords, expanded the semantics.
Launch of sales and taking leading positions
In order to achieve our goals we did some deep work, we considered each product as a unique unit, it was important for us not to miss the very grain that would allow us to build a successful brand on Amazon. We thought through different goals, budgets, content, and advertising campaigns for each. This allowed us to attract more shoppers browsing for similar products.
Results, Accomplishments.
In February 2019, their ad sales were about $212,000 with an average ACoS of 30.27%. By January 2020, their ad sales had grown to over $900,000 with an ACoS of 21%. Within a short period of time, advertising and organic sales began to increase while ACoS began to decline. Our use of detailed monitoring of optimization has quickly increased their profitability and increased their sales.
This not only increased sales but also raised the ranking of the best products in organic sales.
We reached the target ACoS in a short period of time and have kept it for over a year.
In the long run, we quadrupled the sales. Through this process, our client has learned how important Amazon PPC is, not only to drive ad sales but also to increase overall organic sales. We continue to manage Amazon PPC for this product and help continually see the impact it has.