Background
The client has been selling Home fragrances products on Amazon through Seller Central since 2018. For more than a year, they have been building and maintaining their sales independently. In July 2020, they partnered with BellaVix to only help with their PPC strategy.
Optimize Listings
The client realized that they perform in a very narrow niche subcategory of Home fragrances. Products targeted a narrow segment of an audience of a specific culture and had defined seasonality with the highest season in Mid-Spring. As the client was already utilizing their main proven keywords, we needed to find a way to grow the brand’s visibility and sales without spending too much on targeting an irrelevant audience. An additional challenge for us was that the client refused to change the listings to optimize them and improve their quality and performance.
Product-focused content
We analyzed all existing campaigns performance and search term reports to design a new strategy. Account has more than a hundred ASINs, and we had to deal with a significant amount of campaigns that were doubling each other either with the advertised products or with the targeted keywords. First, we reorganized all campaigns into portfolios and unified nomenclature for better manageability.
To avoid bumpiness in account performance, we decided to build our new strategy around existing campaigns, gradually phasing down old ones with low performance. Our team performed thorough bid maintenance. We found gaps in advertised products and launched new auto campaigns to gather data.
Product-focused content
Meanwhile, we performed extended keyword and market research to launch new manual campaigns based on existing data.
After the initial period and a few optimization cycles, we defined our profitable keywords and bid ranges. Based on data we’d gotten, we moved further and launched additional Sponsored Brand, Sponsored Brand Video, and Sponsored Display Campaigns to increase the brand’s visibility and conversion rate while targeting relevant audiences.
253% Increase in Ad Sales & 371% Increase in Total Sales
The results were fantastic. After the stagnation period, and after implementing optimization best practices to these listings, the sales quadrupled from the original point. With an average of 975 units a month with a PPC boost, after the optimization was completed, the average number of units sold bumped to 995 units a month, with the best selling month reaching 1177 units sold.
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