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Breaking Into New Markets: Successfully Launching a UK Best-Selling Vitamin Product in the US
1000 to 133
Best Seller Rank *
*within 1 month in the US marketplace
73 to 3
Keyword Rank*
*on the most profitable KW in 30 days
Our Challenge
- Increasing customer awareness in a new marketplace
- Limited stock and budget to test the market
- High CPC’s compared to the UK
Project Overview
Our client, a leading provider of vitamin products, aimed to expand their reach into the US market. With a budget of less than $500 per day, they sought to replicate the success of their UK best-seller amidst stiff competition and high advertising costs.
Our Steps
Identifying Opportunities:
Through competitor analysis, our team identified weaker competitors in terms of:
- Price
- Product size (number of tablets)
- Rating - Less than our rating of 4.7
- Review count - Less than our 30,000+
We targeted these competitors with Sponsored Products through their branded keywords as well as ASIN targeting, achieving a conversion rate of 51.7%. The category median was 21.09% and the category top conversion rate was 53.83%.
Navigating Competitive Challenges:
Recognising the difficulty of the market of high CPC’s and strongly ranking products, our strategy pivoted to focus on attainable goals. We prioritized:
- High Volume KW’s into single KW campaigns
- Optimized the bids more aggressively based on CVR against the category average
- Utilized the Search Query Performance report for new budget segmentation, where we converted higher than the category average
- Filtered further data through our internal delta sheets, taking data from Search Term reports, Helium 10 and Data Rova, discovering new KW opportunities.
- This shift in focus led to a notable improvement in performance, as evidenced by the transition of performance charts to yellow/green for targeted terms.
Results and Adaptation:
Sales outpaced projections however unfortunately outpaced stock forecasts. The Best Seller Rank (BSR) for the main category improved from over 1000 to 133 within the first week. Through effectively improving our organic rank, profitability increased which further allowed us to scale spend.
Results Within the First 30 Days:
- Keyword Rank 73 to 3 within a month on the most profitable KW in 30 days of launch
- BSR 1000 to 133 within 1 month in the US marketplace.
- 51.7% Conversion Rate VS 21.09% category median - Maintaining this will ensure good organic positions while scaling Ad spend.