My role. ๐๐ฆ๐๐ณ๐จ๐ง ๐๐๐ O๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐๐ญ๐ข๐จ๐ง ๐๐๐๐
Project Description.
๐ ๐ณ๐ฒ๐ ๐ฐ๐ต๐ฎ๐น๐น๐ฒ๐ป๐ด๐ฒ๐ โ
- The biggest challenge was PPC:
- There were only 3 campaigns and each campaign with tons of ad groups and hundreds of targets within each ad group.
- Variations were not being advertised properly like in one campaign they were targeting many different variations.
- PPC campaign structuring was the worst making it like targeting different match types in one campaign.
- Keyword Research & Listing Optimization:
- Lack of focus on relevant keywords and their rankings.
- Poorly optimized listing in terms of SEO and conversion.
- Listing images, including the main image, was not good enough to get the best conversion rate.
- Missing premium A+ content, brand story, and virtual bundles on the detail page.
๐ง๐ต๐ฒ ๐ฝ๐ฟ๐ผ๐ฐ๐ฒ๐๐ ๐ผ๐ณ ๐ด๐ฟ๐ผ๐๐ถ๐ป๐ด ๐๐ฝ ๐๐ฎ๐ ๐ต๐ฎ๐ฟ๐ฑ :
- Did in-depth Keyword research.
- Listing Optimization: Although the conversion was above average in the niche but was not optimized in terms of SEO so based on the Keyword research and search term report optimized the listing for SEO and revamped the listing images including adding premium A+ content which resulted in boosting conversions and CTR.
๐ฃ๐ฃ๐ ๐ฅ๐ฒ๐๐๐ฟ๐๐ฐ๐๐๐ฟ๐ฒ
- PPC was restructured by following the 80-20 rule, i.e. Create individual campaigns for the top 20% of keywords that get 80% of sales.
- Based on good conversion, run ASIN targeting campaigns against top ASINs.
- Explore and grab more market share with Auto, Category, Broad, and Catch-All campaigns for sponsored products and sponsored brands.
- Defensive Strategy: Created defensive campaigns targeting own ASINs and Brand names with SP and SB videos.
- Created variations of specific campaigns for their relevant keywords and mainly focus on best-selling variations for ranking campaigns.
๐ ๐ข๐ง๐๐ฅ๐ฅ๐ฒ ๐ฐ๐ก๐๐ญ ๐ฐ๐ ๐๐๐ก๐ข๐๐ฏ๐๐:
- Boosted revenue by 135%
- Reduced TACOS from 20% to 9% (11% decrease).
- Optimized PPC performance and ROI.
- Enhanced listing for SEO and conversions.
Here you see below the visuals from business reports:
