Apparel
Supplements
Himanshu Verma
Gift Bundles
Electronics and Fitness
Supplements
Home & Kitchen
Executive Summary
The client deals in menstrual cups and has only 2 active ASINs (ASP - £23.5). The UK account was inactive on PPC from July 2023 to February 2024. We started providing PPC support in the last week of March 2024. Following our takeover, the client’s April sales jumped to £11,430.80 (YoY Increase: 15.19%), and May sales jumped to £9,948.97 (YoY Increase: 51.87%).
Strategies
Campaign Strategy: Implemented a comprehensive PPC strategy to promote the advertiser’s products. We started with SP and SB ad types (keyword, auto campaigns), let the campaigns run, and based on the generated data, we launched new campaigns.
Campaigns with Top Converting Targets: Leveraged the Search Term Report to identify the best-performing targets/keywords and launched new campaigns focusing only on those to get more traffic/conversions.
Campaigns for Keyword/Target harvesting: Launched Auto campaigns, Keyword campaigns with Broad Match Modifiers for keyword/target harvesting.
Defensive and Offensive Targeting: Launched separate campaigns to target competitors (Offensive) and protect our ads (Defensive).
Product Targeting and Category Targeting campaigns: Created targets to target relevant category and similar products.
SB Campaign linked to Store: Launched SB Campaign with keyword targeting and linked it to the store to increase shopper engagement.
Regular Optimization: Regularly monitored the campaigns and refined bids and targeting to minimize irrelevant spend.
SD Remarketing Campaigns: As the next phase of the PPC strategy, we launched SD views remarketing campaigns targeting various similar products as well as advertised products.
Results:
Successfully re-launched the brand on PPC: The gradual approach of launching campaigns helped in understanding the products, their audience, and shopper behavior better. Relaunched the brand successfully with comprehensive strategies.
Increased Brand Awareness: We observed a 5.8X increase in impressions and a 3.1X increase in detail page views.
YoY Improvement in Sales: We saw a substantial increase in YoY sales after launching our PPC strategies while maintaining TACOS under 30%.
MoM Improvement in ACOS: By doing regular optimization and campaign refinement, improved MoM ACOS (March 48.75%, May 33.36%).
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