Case Study: Flourish (Existing Account growth)
Flourish approached us in September 2023 and wanted us to optimize their advertising campaigns, reduce advertising spend, clean up their listings, improve SEO, and to improve their brand awareness on Amazon.
The Challenge
Flourish was experiencing high spending issues, with the ACOS% (Advertising Cost of Sale) being excessively high, some ad groups reaching and exceeding 100-120% and the overall ACOS was around 65-80%. Additionally, some of the key data was missing from the listing pages, which could influence customer buying decisions.
What We Did
Flourish is a brand focused mainly on pet products. We aimed to make all listings look more attractive and related to pets to help us attract more customers. To achieve this goal, we redesigned the listing images, optimizing them to the fullest extent possible. We also built variations for the listings and completely restructured the advertising with a new vision in mind. Our focus was on optimizing product pages, ensuring the imagery was accurate and related to the product nature, and making the content keyword-driven to answer customer queries effectively. These efforts helped Flourish achieve more than what they wanted and resulted in significant sales growth in Q4 of 2023 and Q1 of 2024 and continue to do so.
How We Addressed and Resolved Flourish Advertising Challenges
⦁ Sponsored Product Campaigns
⦁ Objective: Target specific keywords and search queries with varying levels of specificity to capture a broad audience while refining targeting.
⦁ Automatic Campaigns
⦁ Objective: Leverage Amazon’s algorithm to automatically target relevant keywords and products, allowing for discovery of new keywords and product opportunities.
⦁ Category Targeting
⦁ Objective: Target entire product categories to increase visibility among related products.
⦁ Sponsored Brand Campaigns
⦁ Objective: Promote brand awareness and drive traffic to a customized Amazon Store or product page.
⦁ Defensive Campaigns
⦁ Objective: Protect brand presence by targeting Drowsy’s own ASINs and keywords to prevent competitors from capturing the brand’s audience.
⦁ Converted Campaigns from Good Search Terms
⦁ Objective: Use search terms that have previously converted well in various match types to create new targeted campaigns.
⦁ Sponsored Display Campaigns
⦁ Objective: Retarget potential customers who have shown interest in similar products, leveraging display ads to increase conversion rates.
⦁ Audience Retargeting Campaigns
⦁ Objective: Test keywords and analyze traffic behavior and market trends through retargeting audiences based on their previous interactions with the brand.
⦁ Defensive Brand Keywords Strategy
⦁ Objective: Utilize tools like Helium 10 and the Amazon search bar to gather brand-specific keywords to enhance defense targeting and ensure visibility against competitors.
Demonstrated Growth Post- Advertising Strategy Implementation
Before and After: Sales Growth Under Our Expertise
After (1st 4 months) : 1st September 2023 - 31st December 2023
After (2nd 4 months): 1st September 2023 - 31st December 2023
While improving the little details, we ensured that all points were addressed for the listing, including highlighting what type of benefits our product could bring and emphasizing its superiority over the competition. Mentioning the features of our products and comparing them to our competitors is vital for enhancing customer experience. To identify areas for improvement, we conducted detailed research and studied the competitive market, then implemented our findings accordingly.
A+ Content
We added A+ content to the listings. A+ content is a graphical representation of all the product features, which will help buyers understand the Flourish product more effectively.
Summary
The strategic management of the Flourish brand on Amazon from September 2023 to till now 2024 resulted in significant improvements. By focusing on optimizing product listings, enhancing customer service, and utilizing targeted advertising, Flourish achieved notable more than 2x growth in sales and also with customer satisfaction. This case study demonstrates the importance of a comprehensive and adaptive approach to managing an Amazon seller account.