New Brand's Amazon PPC Strategy & Results. Monthly Amazon PPC strategy and results for a newly launched MLBPA brand selling official MLB player merchandise. Get insights on data collection, branded coverage, and targeting expansion. Thanks, Adam.
Adam Mellott
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5PPC Launch for New Brand | Monthly Focus & Results 🚀
As much as I support LinkedIn's anti-performance-screenshot rhetoric, I think being completely transparent on strategy & results can be a good learning opportunity, so here goes.
I've been working alongside an awesome MLBPA brand that sells officially-licensed MLB player merchandise and has recently launched on Amazon. No historic on-platform data to work with, and with the MLB season starting shortly after we partnered up, we wanted to make sure our launch strategy was sound to kick off the new season.
Jan & Feb Focus
1️⃣ Data Collection - With no data to work with, started launching Auto campaigns across all player+item groups, segmented out by apparel, accessories, etc.
2️⃣ Immediate Branded coverage at the player and team level. This brand does a great job at overall brand marketing, so we wanted to ensure we were able to be discovered under Branded search.
3️⃣ Low-risk Exact-match SP focus at the player+item level. Showing up below the fold means your products are largely invisible.
March Focus
1️⃣ With Opening Day at the end of the month, we continued expanding player-level campaign targeting, predominantly across Broad match, knowing that an influx of traffic was coming soon.
2️⃣ Increased budget & bids across Exact-match strategies, optimizing for CVR & TOS Impression Share prior to Opening Day
3️⃣ Lightly trimming budgets on low-CVR/high-ACOS, although we kept these campaigns active knowing that CVR would likely increase closer to the season.
4️⃣ Aggressive bid & budget increases 24 hours prior to Opening Day to capture as many "excited fan" purchases as possible - Predominantly across top player apparel (Aaron Judge, Shohei Ohtani, Mookie Betts, etc).
April Focus
1️⃣ Aggressive bid/budget increases across Exact-match to continue maintaining TOS IS
2️⃣ Search Term Harvesting - 2+ months of Auto & Broad data at the product/player level to work with upon January launch. Long-tail expansion.
3️⃣ Focused top player campaign & targeting expansion across additional apparel collections - We now know which players are moving the needle, so let's ramp up coverage across other products.
4️⃣ "Secondary" player expansion prior to MLB Opening Weekend - Now that all teams are playing, we wanted to ensure all players had coverage, regardless of trending SV (expected to climb as we move deeper into the season). Great for achieving rank across low-CPC keywords prior to traffic influx.
5️⃣ SB expansion with focused ad copy across Opening Day & future holiday events such as Mother's Day & Father's Day
Monthly Performance
- Jan '23: $188 spend / $213 sales / 9 orders / 88% ACOS
- Feb '23: $356 spend / $498 sales / 19 orders / 77% ACOS
- Mar '23: $802 spend / $1,371 sales / 48 orders / 59% ACOS
- Apr '23: $2,854 spend / $8,651 sales / 315 orders / 33% ACOS
College baseball and nearly 20+ years of living and breathing baseball in my lifetime certainly helped with this one! More work to be done.