George's Blog

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May 27, 2023 12:00AM

Slow and steady wins the PPC race. Our consistent strategy pumped up monthly PPC sales by 4.7x, even dropping ACOS by 10%. We did it by using a solid campaign structure, best practices like bid optimisation and negative targeting, bespoke strategies for each product, using Amazon's new features, and optimising listings for conversion. Thanks, Himanshu.

Himanshu Verma

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👉 Long-term efforts in PPC can lead to great rewards.

Take this account, for instance, we achieved a 4.7x increase in monthly PPC sales, with 10% lower ACOS.
Not a sudden impact, but an upward growth month-over-month.

✔️ Last year, we started at €2k in monthly PPC sales. Now, we're at €9.4k.
✔️ We've doubled our sales this year vs the same period LY (€3k then, €9.4k now);
✔️ Our ACOS went down by 23%, from 61% to 38%.
✔️ Total sales have gone up by 65% vs LY.

➡️ How did we do it? We focused on the things that matter. Here's a quick summary:

✅ Building a solid campaign structure:
We started with an optimum campaign structure, that would allow us to scale up efficiently (minimum wasted spend).
For this, we set up separate campaigns for each product. Each campaign was split by,
- Target groups; from related to highly relevant.
- Target density; with less than 20 keywords or product targets per campaign; for increased exposure
- match type (Broad and/or Broad modifier, or Phrase, or Exact)

This helped us manage bids and budgets effectively, gain more control, and get more granular data to make informed decisions.

✅ Using best practices
With PPC, there are several best practices that help move in the right direction. These include:
- Regular bid optimization
- Placement level adjustments: Top of Search had higher ROI, we directed most of the spend towards it
- Keywords funnel; from research to ranking
- Negative targeting (on broad, phrase, and auto campaigns)
- A balance between bids and daily budget, to ensure campaigns are not going OOB.

✅ Focused strategies and tracking
- Each product is different, so we used different strategies for each one.
- Some had high click-through rates, while others led to more overall sales.
- We ran a variety of strategies and used all available ad types to reach more shoppers.
- In our reports, we track individual product TACOS (target based on business goals and significance)

✅ Jumping on new features & updates
Amazon has introduced many new features over the past year.
We made the most of these, using things like video creatives, lifestyle images, new contextual targeting, retargeting, and the new dashboard tools for extra insights.

✅ Optimizing listing for conversion
- We made sure each listing was as good as it could be
- We leveraged PPC data to add more search terms

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May 17, 2023 12:00AM

Discover Amazon traffic secrets of 2022. Search dominates sales, email conversion rates soar, social media drives awareness, extra product sales rise by 24.5%, and video excels in cross-selling. Thanks, Prem.

Prem Gupta

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Amazon Traffic Insights of 2022

The Brand Referral Bonus team examined approximately 11 million clicks from traffic related to Amazon Attribution in 2022 to assess how consumer behaviour varies across marketing channels. Here are the findings.

➡️Search had the highest total sales with a high purchase intent

The majority of sales came from off-Amazon search channels (41%) where customers were more likely to buy after adding items to their cart (58.6%). The conversion rate for search channels was 2.6%, or 3.1% when considering non-promoted goods. This suggests that search engines playing a role in users' purchase decisions may be driving the higher intent to buy.

➡️Email had the highest conversion rates in nearly every category

Email consistently outperformed other traffic sources in conversion rate tests. Specifically, emails leading to Amazon listings had an average click-to-purchase conversion rate of 4.7%, which was double the rate of the next most popular source. The ability of brands to tailor their message and call to action to recipients' needs contributes to this result.

➡️Social media is an important awareness driver, showing the highest clicks with low purchase intent

Social media channels accounted for 44% of the 11 million clicks, but their conversion rates were relatively low. They had the second-lowest click-to-purchase conversion rate and purchase rate for items added to the cart. This could be due to advertisements loading in the user's default browser on mobile apps, where they may not be logged in, causing tracking issues. Nonetheless, social media remains important for brand exposure and reaching customers where they are.

➡️Driving traffic to Amazon increases additional product sales by an average 24.5%

Within the Brand Referral Bonus program, 25% of sales on Amazon were from non-promoted products. On average, brands sell an additional product for every four consumers who buy the promoted product. Non-promoted product sales also increased the overall click-to-purchase conversion rate by 23% across all traffic sources.

➡️Video drives the most cross-selling opportunities

Video links were responsible for less than 1% of consumers who clicked to purchase a product, but they excelled in cross-selling non-promoted products. Video accounted for 37% of total purchases from non-promoted products and increased the click-to-purchase conversion rate from 0.7% to 1.1%. While not the highest-performing channel, video remains crucial for building brand awareness across various product lines.

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