The Challenges
Advertisement
Campaigns were not optimal to grow market share and defensive efforts to keep K’lani listings from being targeted by competitors were non-existent. High ACOS and wasted spending.
Conversion Rate
Even though the brand has a unique proposal and can appeal to a wider audience, conversion rate was lower than the average for hair ties.
Catalog
Some hair tie bracelets were not displaying the correct sizing on the product page.
The Approach
In order to define our strategy, we started by analyzing our target market and competitors. We then followed a plan integrated with the following elements:
Advertisement & PPC
- We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings
- We optimize the campaigns accordingly to make sure the account makes the best use of the ad spend
- Ran Brand Tailored Promotions to increase organic sales and build greater customer loyalty
- Spending on PPC strategically (maximize investment)
Sponsored Product Ads – Targeting main competitors, main keywords & long tail keywords that bring sales
Defensive Campaigns
Target our listings, so our products appear everywhere on our product display pages.
Catalog Fixes
Our efforts were focused our proprietary process on SEO to improve ranking, indexing and traffic.
We reviewed all the parentages so we could troubleshoot inconsistencies on sizing, this is a recurrent Amazon catalog issue and needs to be addressed regularly as Amazon updating the catalog is prone to this error.
The Impact
K’lani has been selling their products on Amazon for more than a year, and within only 30 days of hiring My Amazon Guy their sales were already an amazing 1,218% higher compared to the same month the previous year.
Aside from the rapid growth in sales, we also gained huge wins with their PPC campaigns. There was an impressive increase to their ROAS to 12.2% and a decrease in ACOS to 14.9%.
We are excited to carry this momentum into the Christmas season, expecting even more success as the year ends.
