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Successfully Launching Five New Supplement Products in the US Market
Revenue Increase of 466%
within the first month of management
Our Challenge
- Cold launch with no previous data and no reviews.
- Entering a fiercely competitive category on Amazon.
- No rank and limited budget across 5 ASIN’s in a competitive category
Project Overview
Our client attempted the daunting task of launching in the fiercely competitive US market, launching five supplement products with no reviews. Initial objectives:
- Drive sales
- Brand awareness
- Drive repeat purchases to enhance each product's Lifetime Value (LTV).
- Maintaining a Return on Advertising Spend (ROAS) of 1 or above
- Ensure sustained profitability
Our Steps
Strategic Approach:
This Identified high-performing keywords into three distinct phases, each allocated with specific budget segmentation. These phases included:
- Phase 1 - Targeting high search volume and relevance in
- Phase 2 - Long-tail keywords with the highest relevancy
- Phase 3 - Targeting the remaining keywords with above-category-average conversion rates
Product Launch and Visibility Maximization:
The next objective was employing competitive bidding strategies and leveraging rules within Pacvue which allowed us to:
- Create rules ensuring prime ad placements for our products. The Top of Search rule was key for this.
- “Auto Refill Rule" - Maximising budget on campaigns to if performance was strong and at risk of running out
- Conversion rule - If the conversion rate was over 20%, we increased bids to ensure we are still increasing exposure.
- Track share of voice to align on growth goals within each supplement sub-category
Tools Used:
Tracked profits and ROI for the campaigns.
Increased advertising efficiency and reporting.
Keyword tracking and keyword analysis.
Initial keyword research and recommendations to the client on listing SEO to align with our PPC efforts.
Our approach and optimisations
- Increased bids to increase the visibility of effective targets
- Pushing TOS placement modifiers to drive higher CTR.
- Phrase single KW campaigns of high search volume targets to push long tail keywords
- Optimised KW’s on high CVR and CTR metrics to drive traffic
- Single KW campaigns for greater control of these metrics. This gave our rules greater control through our strategic guidelines
- Allocating more budget to KW’s where we tracked the greatest improvement in organic rank.
Weekly Reporting and Analysis:
Reporting on the core KPIs outlined above and giving a detailed analysis of our ad strategy formed the weekly call and reporting cadence. Both parties also discussed and collaborated on;
- Inventory levels
- Subscribe and save numbers
- Promotions calendar to increase exposure and drive sales
Results Within the First 30 Days:
- Selling over 2,253 units, a 466% increase.
- 18 keywords attained organic rankings of 20 or below, significantly improving visibility within the platform.
- ROAS exceeding 1 was maintained for 78% of the campaign duration.