My Role: Senior PPC Manager

Challenges:

As a result of a thorough analysis of the client’s account, I found the following challenges:

• The biggest challenge was PPC.

• None of the campaigns were well structured; they were targeting multiple match types and multiple ASINs in one ad group, making effective optimization horrible.  

• The brand lacked Brand defensive, offensive, and brand awareness strategy.

• Listings were poorly optimized in terms of SEO and conversion.

• Brand Twice faced an out-of-stock issue.

Solutions

The following steps were taken after I reviewed the client’s niche and product in depth:

Step-01: Keyword Research and Listing Optimization

• Did in-depth Keyword research using Data Dive, H10, ZonGuru, and PPC + Brand analytics data.

• Listing Optimization: Revamped the listing and added premium A+ content and brand story to maximize Conversion.

• listing was not optimized in terms of SEO, so based on the Keyword research and search term report, we optimized the listing using Data Dive.

• Added Virtual bundles by combining different ASINs to cross-sell.

Step-02: PPC Analysis and Restructuring

• PPC was restructured by following the 80-20 rule, i.e., creating individual campaigns for the top 20% of keywords that get 80% of sales.

• Based on good conversion, run ASIN targeting campaigns against top ASINs 

• Explored and grabbed more market share with Auto, Category, Broad, and Catch-All campaigns for sponsored products and sponsored brands.

• Utilized Brand Analytics, especially SQP and Top Search terms, to beat the competition.

• Created defensive campaigns targeting own ASINs and Brand names with SP SD, and SB videos.

• Cross-targeted our ASINs and brands to replace the competition’s ads.

• Develop a system to Optimize PPC campaigns on a weekly, bi-weekly, and monthly basis.

Step-03: Provided Ongoing Support to Increase Market Share

• Used Keyword Tracker tools like Data Dive’s rank radar and H10 keyword tracker to closely monitor our PPC strategy’s impact on Organic ranking.

• Regularly analyzed brand analytics SQP and Top search terms report to check whether our market share is growing/improving on a weekly, monthly, and quarterly basis.

• Had a daily look at competitors’ pricing/promotions and PPC strategy to create counter strategies against them.

Finally,

As a result of all of the strategies listed above, I was able to scale the brand to more than $3.33 million in yearly sales with 17% ACOS and less than 10% TACOS.

As a breakdown, here it is: 

• Boosted revenue by 20% 

• Reduced TACOS from 20% to 7% (13% decrease) 

• An effective PPC optimization reduced the ACOS to 17% (check the stats below) 

• Almost 90% of the top keywords were ranked in the first organic position (screenshot attached) 

• The listings were enhanced for SEO and conversions, which led to an improvement in CTR/Conversion rate, which led to the few listings becoming best sellers in their niche. (See attached Picture) 

You can see below the visuals from the business reports and the PPC dashboard.

Business Report from Seller Central

PPC Advertising Console Screenshot

H10 Keyword Tracker Data