My role. 𝐀𝐦𝐚𝐳𝐨𝐧 𝐏𝐏𝐂 O𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐋𝐞𝐚𝐝
Project Description.
𝗔 𝗳𝗲𝘄 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 –
- 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.
𝗧𝗵𝗲 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 𝗼𝗳 𝗴𝗿𝗼𝘄𝗶𝗻𝗴 𝘂𝗽 𝘄𝗮𝘀 𝗵𝗮𝗿𝗱 :
- 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.
𝗣𝗣𝗖 𝗥𝗲𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲
- 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.
𝐅𝐢𝐧𝐚𝐥𝐥𝐲 𝐰𝐡𝐚𝐭 𝐰𝐞 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐝:
- 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:
