Our client operates in the beauty category and is well-known for their natural and cruelty-free beauty products and offers a full line of natural skincare products that are rich in vitamins, antioxidants & botanicals. The client has a good brand reputation, not only on Amazon but across all their digital and physical channels.
After having a hybrid model, the client decided to make a shift from Amazon Vendor Central to relying on Amazon Seller Central alone. This transition resulted in buy box issues across all the Amazon catalogs. This presented a significant challenge in sales growth and adversely impacted the performance of advertising campaigns, especially DSP, sponsored brands, and sponsored display campaigns.
Beauty brands on Amazon are highly competitive and often opt for more generic formulas to keep their products affordable. The beauty category is expansive, making it challenging to distinguish oneself. The specific challenge for our brand was to boost organic sales and visibility on Amazon. Our audit identified certain issues that were impeding the organic growth of the product listings on the platform, particularly in terms of SEO.
Enhancing Sponsored products and Sponsored Brand Campaigns
Due to the buy box issues, we decided to focus primarily on campaigns that were not affected by the buy box issue such as sponsored products, prioritizing the top-selling items. These types of campaigns do not appear when the product loses the buy box, avoiding inefficient clocks and spending. Also, we implemented different formats of sponsored brand campaigns, such as store spotlight and sponsored brand videos.
- Store Spotlight: We created a campaign that drives traffic to a subpage of the storefront where we have the bestsellers, prioritizing on the product grid the products with higher Buy Box %
- Sponsored Brand videos: We created video campaigns targeting the bestsellers with high Buy Box % using mostly non-branded keywords to increase the NTB customers. This type of campaign does not appear on the search results if the product doesn’t have the buy box, avoiding inefficient clicks and spending.
Also, we kept our DSP best-performing campaigns for remarketing, focusing on the Bottom of Funnel strategies and targeting product purchases.
YoY Advertising Sales
After implementing this strategy, we achieved an increase in advertising sales of 238.43% in Q4 YoY. If we compare YoY, the first year we, we achieved $57,336.90 in advertising sales vs $193,936.46 from the second year.
YoY New To Brand Sales
By successfully implementing our strategic approach, we realized a remarkable increase in advertising sales, marking an impressive 238.43% YoY growth in Q4. In the first year, our advertising sales totaled $57,336.90, and our proactive strategies catapulted this KPI to $193,936.46 in the second year.
Advertising Sales Performance Year 1
Moreover, our efforts greatly impacted new-to-brand (NTB) sales, and we observed a substantial 83% YoY increase in Q4. In the first year, NTB sales amounted to $43,361.79, and through effective execution, we achieved a notable improvement to $79,260.90 in the second year. These achievements underscore the impactful results generated by our innovative and targeted business strategies.
Advertising Sales Performance Year 2
Key Takeaways
- Strategy Focus: We prioritized campaigns unaffected by buy box issues, such as sponsored products for top-selling items.
- Diversifying creative formats: We implemented varied sponsored brand campaigns, including Store Spotlight and Sponsored Brand Videos.
- Retained DSP for Remarketing: We kept DSP campaigns for remarketing purposes, concentrating on Bottom of Funnel strategies to target product purchases and drive conversions effectively.
The strategic approach effectively addressed buy box issues, driving substantial growth in advertising and new-to-brand sales, showcasing the success of innovative and targeted business strategies
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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