Project details
- Concept4u
- 2nd Dec 2024
- Yogy
- Amazon Sales, PPC
Background:
Background:
This case study focuses on the revitalization of an Amazon third-party seller account that had been deactivated in 2022 and reactivated in May 2023. Prior to our involvement, the account faced declining performance, with sales hovering between £400 to £800 per day and consistently failing to reach £100,000 per month. After acquiring the management of the account in November 2023, our team focused on optimizing PPC campaigns and listing quality to improve sales and profitability.
Pre-Acquisition Status (January to November 2023):
Sales Performance:
Prior to our involvement, the account had never reached £100,000 in sales per month, with sales fluctuating between £400 to £800 per day.
The highest recorded monthly sales were around £80,000 to £90,000 before April 2023, and after April, sales remained well below £100,000 each month, showing a steady decline by November 2023. November 2023 sales were significantly lower than expected, which prompted our intervention to optimize the listings and PPC strategy.
Challenges Identified:
Listing Quality: The product listings had only one or two images, poorly structured bullet points, and weak product descriptions. This lack of appealing and informative content led to poor conversion rates and low visibility.
PPC Campaigns: The PPC campaigns were underperforming, with poor targeting and ineffective bid strategies, leading to inefficient use of ad spend.
Hijacked Listings: Some of the product listings were hijacked by unauthorized sellers, causing brand inconsistencies and undermining customer trust.
Our Approach:
Upon acquiring the management of the account in November 2023, our team focused on PPC optimization and listing improvements to drive sales and increase overall account profitability.
1. Listing Optimization:
Improved Product Images: We replaced the minimal product images with high-quality, professional images, including lifestyle photos, to make the products more appealing.
Enhanced Bullet Points and Descriptions: We revamped the bullet points and product descriptions to be more detailed, informative, and keyword-optimized to improve search visibility and customer understanding.
A+ Content (Enhanced Brand Content): For eligible products, we introduced A+ Content, providing more detailed product information, which helped improve trust and conversion rates.
Keyword Optimization: We conducted in-depth keyword research to ensure that the product listings targeted high-traffic, relevant search terms, improving visibility in search results.
2. PPC Campaign Management:
Campaign Optimization: We reviewed the existing PPC campaigns and optimized them by focusing on high-converting products, adjusting bids, and improving keyword targeting to ensure the budget was used efficiently.
Keyword Targeting: We introduced new, highly relevant keywords to the campaigns, while removing low-performing keywords. We also implemented negative keywords to reduce irrelevant traffic and prevent wasted ad spend.
Ad Type Optimization: We used a combination of Sponsored Products, Sponsored Brands, and Sponsored Display Ads to increase product visibility across the customer buying journey.
Bid Adjustments: We regularly adjusted bids based on performance data to ensure competitive positioning and maximize return on ad spend (ROAS).
Continuous Monitoring and Refinement: We tracked PPC performance closely and made ongoing adjustments to campaigns to optimize ad spend and maximize results.
Results Achieved:
Sales Growth:
After implementing the listing optimizations and improving the PPC campaigns, November 2023 sales increased to £162,227.49—a significant jump from previous months, which had never surpassed £100,000.
The daily sales saw a consistent increase, moving from £400-£800 per day to much higher levels, which demonstrated the effectiveness of our strategy in reviving the account.
PPC Performance:
The Lifetime ROAS for the account was 5.65, indicating that for every £1 spent on advertising, the account generated £5.65 in revenue. This strong ROAS is a testament to the effectiveness of the PPC campaign optimizations in driving more targeted traffic and higher conversion rates.
The revamped ad campaigns led to a more efficient use of the advertising budget, increasing visibility and boosting sales.
Improved Listing Engagement:
The optimized listings—featuring high-quality images, well-crafted descriptions, and A+ Content—helped drive more engagement, resulting in improved organic rankings and higher conversions.
Challenges and How We Overcame Them:
Hijacked Listings: Some listings had been hijacked by unauthorized sellers, which damaged brand consistency. While account health management was not part of our scope, we recommended actions through Amazon Brand Registry and other tools to regain control over listings.
Initial Stagnation: The first month after we took over the account was focused on listing optimization, so there was no immediate jump in sales. However, the structural improvements to the listings and PPC campaigns paid off over time, leading to the substantial sales increase in November 2023.
