Following is the case study of one of our England based clients selling from scratch in the Amazon UK Market in the Sports & Outdoor Category with moderate competition on the search page. For this, my job is to manage products from scratch, ranking on top keywords, making listings which get 10 out of 10 points on Helium 10. And making the initial structure of PPC campaigns setting placements, targeting, bid and budget management.

The client has inventory available in the warehouse in the UK and we have estimated the minimum number of inventory, this will definitely lead our customer to effective investment at the same time we are capable of handling the low cost procurement including shipping with any mode. With that we began to take record of daily sales and keep an eye on the remaining stock available on the daily, weekly and monthly bases. Having a better product offer than competitors alone takes a product to a massive PPC and sales advantage and only a push in the right direction is required to make the product sales skyrocketed.

We have used the following tools to analyze the data for creating strategies to boost the high volume of sales.

➣ Use Keyword research and Cerebro for long-tail keywords

➣ Frankenstein, Scribbles, and listing analyzer for creating and optimizing listing.

➣ Daily and Monthly Sale Analysis.

➣ Monthly Revenue Analysis.

➣ Review Count Analysis.

➣ For track of BSR.

➣ For price analysis.

➣ Monthly weekly and life time analysis of product.

➣ We usually use Excel for all the data analysis to structure our strategy for sales increase.

➣ For innovation we use pivot tables to see the performance of Highly Relevant Keywords in different targeted campaigns.

According to need of the market we designed the plan of action keeping in mind the stage at which out product is, If it’s new we have designed Amazon PPC Campaign with following points keeping in mind

➣Crafting an image plan that would stand different for our product.

➣Choosing the right bidding and placement strategy.

➣Campaign structure in such a way that I can see the conversion separately.

➣Allocation of budget properly in different parts of the day and different days of week.

➣Targeting the right keywords and ASINs to drive maximum sales.

➣Regular collection of new data to keep updating myself according to market trends.

➣Running different types of campaigns to keep tabs on the highest conversion for our product.

For the new product launch we starts a Sponsored Brand Campaign for brand awareness as brand is the most important part in development and growth of the product in the future. With that we also use Sponsored Products campaign by targeting highly relevant keywords. In addition to that, reviews are very important to get trust from users. Got 10+ reviews and ratings from friends and doing review requests on a weekly basis got some good data in that regard.

After getting first month data we have done negative targeting first but very carefully as some search terms have high impressions. With that we also carefully analyze the CTR that shows the demand of the product. It helps us to understand if a user clicks our product and is not buying it, what is the reason and how we can change that trend for the future.
Secondly we observe the chart of time to see at which time users usually buy more to allocate the budget according to different times of the days. So when the demands are high our campaigns should be ready to get high sales and when demands low vise versa.

We developed a horizontal and vertical funneling strategy to further improve the presence of our brand across the long tail and short tail keywords. Optimizing multiple campaigns for various Top of funnel and Bottom of funnel goals via the Headline Search Ads and Display Ads gave healthy results in brand awareness and product consideration.

Picture below shows the yearly performance of our product. As you can see, we started steadily in the first and second quarter with plans to increase it in the next two. The rise is gradual and sales of real boats are at the end. Total product sales has a very attractive figure with a high volume of unit sales. So client has healthy profits.

Picture below shows the lifetime PPC performance. A good magnitude of the sales and performance of PPC is the result of consistent and optimal level of campaign structure and strategy. Which ultimately converts into a large sum of revenue for the clients.

Below graph shows the business report of yearly cycle and table shows the monthly sales of the unit.

Below picture shows Our PPC Performance of the Year. How we started from the beginning with gradual increase in the sale over different quarters maintaining the reasonable stable ACOS and sales over the year. Keeping a good strategy can save a lot of money for our clients and they can enjoy good revenue throughout the year.

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majid@shabrow.eu
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