Client Background:
Our client, a reputable UK-based brand in the Health & Beauty niche, was facing significant challenges on Amazon. The brand offered four listings with 14 variations, but due to high competition in product designs and size variation, the market had become saturated. Additionally, the client was dealing with high PPC costs caused by poor optimization.
Challenges:
- High Competition: The Health & Beauty market on Amazon was saturated, leading to higher competition for keywords.
- Inefficient PPC Campaigns: Due to a lack of optimization, the PPC cost per click was significantly high, eating into potential profits.
- Underperformance of Listings: Despite the strong brand recognition, the client’s Amazon listings were not optimized to their fullest potential.
Approach:
In 2023, our team launched a comprehensive marketing strategy to address these challenges. The key components of our strategy included:
- Targeting Low-Competition Keywords: To reduce PPC costs, we focused on targeting long-tail, low-competition keywords that were more affordable but still relevant to the target audience.
- Listing Optimization: We suggested several crucial changes to the client’s product listings, improving their visibility and appeal to customers. This included refining product titles, descriptions, and incorporating relevant keywords.
- PPC Strategy Overhaul: Our team restructured the PPC campaigns to focus on more effective keyword targeting, adjusting bids to maximize returns, and reducing wasted ad spend.
- Continuous Monitoring and Adjustments: Regular analysis of PPC performance allowed us to make timely adjustments, ensuring the campaigns remained cost-effective while driving sales.
Results:
Within just four months, our strategy had a transformative impact on the client’s Amazon business:
- Sales Generated: £30,466.78 in sales via PPC campaigns.
- Units Sold via PPC: 4,377 units.
- Improved Rankings: Our PPC efforts not only drove direct sales but also improved organic rankings, resulting in a significant increase in organic orders.
- Total Revenue: £118,640.52 in total revenue.
- Units Sold: 12,670 units.
- Profit: £56,340.61 in profit.
Conclusion:
By implementing a targeted PPC strategy and optimizing the client’s listings, we were able to turn a loss-bearing account into a highly profitable one. The combination of strategic keyword targeting, listing improvements, and PPC optimization helped reduce ad spend, increase sales, and improve organic visibility. This case demonstrates the power of a well-executed marketing plan in a competitive e-commerce landscape.
