© 2024 Clear Ads Ltd. All Rights Reserved.
Making an unprofitable scaling supplement brand profitable within 3 months
60.63%
TACoS reduction in 3 months
16.90%
Conversion rate increase
Our Challenge
- Very competitive marketplace with low product differentiation
- SEO and PPC strategy not aligning
- Unprofitable ad spend, with ACoS significantly past breakeven point, 2 out of the 3 months before onboarding.
Project Overview
The previous agency had been too aggressive on high-volume keywords and competitor targeting which created a significant dip in profitability. Clear Ads had outlined a strategic plan to drive ad spend more efficiently through budget allocation, focusing ad spend on high-volume keywords where we beat the category conversion rate as well as aligning our ad strategy with SEO updates.
Our Steps
On this account, we started work in January 2024. We strategically planned the improvements needed within the SEO copy. This included
- Utilising the Category Listing Report (Flat File). All cells were not fully populated, leaving our ASINs susceptible to attack and listing hijacking. Populating all fields helped us maximise search relevancy, including additional ingredients, product use cases as well as targeting consumers outside of the generic backend keywords that expanded our reach.
- Data Dive was used to complete keyword research and understand the market. This highlighted high-volume keywords, high relevancy KWs and opportunities where competitors didn’t rank effectively. Introducing new KW through SEO and changing advertising alignment, our targeting became more accurate and effective.
- Semantically relevant updates to the listing, highlighting the benefits of the supplement more clearly. This is something we work on in-depth to improve the conversion path, understand the needs of the customer and the desire for the product to help with their pain points.
- Utilising our knowledge or best practices for Amazon SEO, the Title, bullets, description, Alt tags, back end keywords were all changed. We also focused on becoming more semantically relevant to increase exposure and conversion within the category. You can see the positive impacts of Clear Ads work on the account.
- Clear Ads also worked on the client's account health, negative reviews, voice of the customer, and listing policy violations.
We also focussed on significantly reducing TACO’s whilst maintaining revenue. This was completed through aligning the SEO and PPC strategy.
Successful Product Transformations:
A testament to the developing relationship between Clear Ads and the client, we were able to revitalize product performance on certain lines. Leveraging strategic adjustments in ad spend, pricing strategies, couponing, and organic rank improvement efforts. Our advertising strategy rejuvenated the performance of these products.
Results:
- 16.9% increase in conversion rate across the account
- Maintaining organic rank stickiness of top 10 high volume keywords with a 46% reduction in ad spend month 1.
- Conversion rate increase across all of the main parent ASINs optimised by 4%