Case Study: Successful Product Launch in the Home and Kitchen Category

One of our standout successes involved launching a range of Home and Kitchen products manufactured in China in 2020. Our comprehensive approach ensured remarkable outcomes, even amidst the challenges posed by the global pandemic.

Our Approach:

1. Strategic Product Launch:

We meticulously planned the launch, ensuring the products were introduced to the market with maximum impact. Our strategy included creating compelling product listings optimized for visibility and conversion.

2. Keyword Optimization and SEO:

We conducted thorough keyword research to identify high-volume and relevant search terms. By optimizing the product listings for these keywords, we ensured the products ranked highly in Amazon search results, driving significant organic traffic.

3. Implementation of Advanced PPC Strategies at initial stage

We employed proven keyword strategies to ensure products ranked high for relevant searches. Here are the strategies used:

Keyword Research:

  • To Identify high-relevance keywords with significant search volume using tools like Helium 10 and Jungle Scout.
  • Target long-tail keywords that are less competitive but highly relevant to niche audiences.

Listing Optimization:

  • Integration of primary and secondary keywords naturally into product titles and bullet points for maximum visibility.
  • Fully utilize backend keyword space to include all relevant search terms not covered in the front-end.

Exact Match Keywords:

  • Developed campaigns focusing on exact match keywords to ensure ads appear for the most relevant searches.
  • Allocate proper budgets to these campaigns to maximize visibility and conversions.

Broad and Phrase Match Campaigns:

  • Use broad and phrase match campaigns to uncover new keywords and understand customer search behavior.
  • Regularly update negative keywords to eliminate irrelevant clicks and prevent budget wastage.

DSP (Demand Side Platform), Sponsored Display and Sponsored Brand Ads:

  • We leveraged Amazon DSP for display ads that target specific audiences based on shopping behavior and interests.
  • Created sponsored brand ads to enhance brand visibility and drive traffic to your storefront or product listings.
  • Continuously monitored and optimize campaigns to achieve the best Return on Ad Spend (ROAS) by adjusting bids, targeting, and creatives.

4. Leveraging the Covid-19 Boost:

The launch coincided with the Covid-19 pandemic, which led to increased demand for Home and Kitchen products. We capitalized on this surge by adjusting our strategies to meet the heightened consumer interest, further boosting sales.

Results:

High Rankings for Key Search Terms: Our keyword optimization efforts resulted in the products ranking highly for relevant and high-volume search terms.

Significant Organic Sales: The products achieved substantial organic sales, reducing the reliance on paid advertising and increasing overall profitability.

Successful PPC Campaigns: Our targeted PPC campaigns contributed to high visibility and excellent profitability, reinforcing the products’ market presence.

Sustained Growth: The strategic approach ensured sustained growth, establishing the client’s brand as a strong competitor in the Home and Kitchen category.

Case Study: Struggling Supplements Category on Amazon

Challenge:

  • Struggling Supplements category on Amazon.
  • Conversion rates (CVRs) were low, Low Visibility, and High Ad spend
  • Overall Account Profits were really low.

Solution:

  • Amazon PPC Optimization: We conducted a thorough analysis of existing Ad Campaigns. This included evaluating keyword targeting and bidding strategies. Based on this analysis, we restructured the campaigns to improve keyword accuracy and overall campaign efficiency.
  • Enhancing Best Sellers Rank (BSR): We kept a close eye on BSR to track performance and adjust strategies proactively. By implementing targeted promotions, strategic discounts, and exclusive deals, we drove sales spikes that improved the BSR ranking. We always ensured that products remain in stock, preventing lost sales and BSR drops due to stockouts.
  • Amazon Listing Optimization: We optimized product listings. This involved tailoring titles, descriptions, and bullet points to be clear, concise, and enriched with relevant Amazon search terms. Additionally, we prioritized incorporating high-quality product images and, if applicable, engaging A+ Content to showcase the products in a compelling way.
  • Product Funnel Expansion within Amazon: In collaboration with the client, we identified strategic opportunities to expand the product offerings within the Supplements category on Amazon. This included recommending and launching new products or variations that addressed specific customer needs.
  • Amazon Launch and Ranking Optimization: We successfully launched the new product additions and variations within the optimized Amazon funnel. We also implemented strategies to enhance their organic search ranking within the platform’s search algorithm, ensuring greater visibility for potential customers.
  • Conducting Market Research and Polling: To ensure that products resonate with customers, we leverage advanced market research techniques:

Using of PickFu Polls

  • The Best Main Image Selection: We conduct A/B testing to identify the most effective images based on consumer preferences using Pickfu.
  • Features Feedback: We gather insights on potential product features and designs before launch.

Results:

  • By implementing these strategies, we achieved a significant improvement in conversion rates. 
  • The optimized PPC campaigns, enriched product listings, and strategic product expansion resulted in a substantial increase in profitability for the category.