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Company background
The brand we are going to talk about today is a company specializing in winter clothing products such as winter coats, rain jackets and vests. The brand was created 3 years ago and is committed to creating functional, comfortable products that children are exciting to wear.
The challenge
When they just started selling on Amazon everything went according to the plan and they’ve managed to establish a strong presence in their niche. However, as the market became more competitive the product sales grew slower than the market average. In addition, the company’s marketing department was not proficient enough in advertising and market analysis to identify and troubleshoot the problem. They also could not maintain profitability during the low traffic periods (during the Summer).
What we did
We created a long-term strategy to scale the account. Initially we focused our attention on improving organic rank. We started tracking each keyword, its positions, and its performance to gain full control over the semantics. We also figured out the most relevant placement for each important keyword. As a result, we managed to improve ranking significantly while maintaining profitable ACoS. We also needed to maintain sales velocity with as little ad spend as possible during low traffic periods to preserve rank on important keywords.
Later we also worked on listing quality to improve conversion rate. We also leveraged A/B testing to improve core conversion metrics.
Result
In the span of 8 months, we achieved almost 200% increase in PPC sales while maintaining low ACoS. Total revenue grew to over $500k.
