How One Brand Busted Through A Stagnant Plateau to Realize Growth in Both Organic and Sponsored Product Sales
Dietary supplements are one of Amazon’s most competitive niches. If you’re in this category, you’ll sympathize with Mary Ruth, who started her nutritional supplement company in 2014 after her mother beat cancer. Her goal was to develop healthy dietary supplements that she could give to her family with confidence and, in turn, treat clients like family.
Quality products made with the highest quality vegan, herbal, and non-GMO ingredients performed well on Amazon and received thousands of rave reviews, but it seemed like the brand had hit sales no matter how much money they spent on advertising.
Problem they Faced
While Mary Ruth has an extensive product portfolio, her primary ASIN is her main source of income. They struggled to promote a product and felt they had limited access to variable keywords, but wanted to increase sales.
Mary Ruth failed to take advantage of the multiple ad types that would allow them to increase sales without cultivating new keywords, including brand sponsored videos and sponsored display ads. Still, they hadn’t completed a comprehensive keyword research that would allow them to expand their core products.
In addition, they were in a market that was highly saturated with competitors. The supplement industry on Amazon is a difficult market to enter and one in which it is difficult to succeed.
Solution we Provide
Since they were heavily reliant on their top SKUs, we rolled out campaigns at the top of search, new beta versions such as sponsored branded videos and sponsored display ads, and expanded their keywords. We focus primarily on core SKUs, but have also expanded their lower SKUs to make them less dependent on their core SKUs.
When we started working on the account, our first focus was on the top Sponsored Product search campaigns. In addition to search campaigns, it requires special attention, as they could easily ruin ACoS. However, if the top of the search is properly monitored, you can greatly improve the ranking of products and increase sales not only through advertising but also through organic sales. Our optimisation process has allowed us to increase sales by reaching the top of searches for the best performing keywords, while maintaining ACoS by maintaining more inefficient terms in separate campaigns that weren’t at the top of the search.
After discovering the best performing keywords, we expanded to Sponsored Brands and implemented those keywords there. This technique was also used when we started using the beta version of sponsored brand videos. By implementing Sponsored Brand Video, we have generated nearly $ 10,000 in revenue in the first two weeks since the video was deployed, once it was available. These sales continued to grow as they reached a new target group of mobile device buyers.
Result they Get
In February 2019, ad sales were around $ 212,000 with an average ACoS of 19.27%. By January 2020, its ad sales had risen to more than $ 900,000 with an ACoS of 2.47%. In a short period of time, organic advertising and sales began to increase, while Mary Ruth’s ACoS began to decline. Our use of campaigns at the top of searches and closely tracking optimization quickly increased their profitability and sales.
This not only increased sales, but also increased the organic sales ranking of the flagship product. His bestseller jumped more than 450 spots and continues to improve. Mary Ruth’s success shows both short-term and long-term improvements.
We achieved their short-term ACoS goal and have been there for over a year. In the long term, we have quadrupled their sales. During this process, Mary Ruth Organics learned the importance of Amazon PPC in not only increasing ad sales, but also increasing overall organic sales. We continue to manage Amazon PPC for Mary Ruth Organics as our partner and continually help her see the impact it is having.