Background

The beauty brand faced significant challenges in reducing its ACOS, with monthly revenue stagnating at $17,988.24

Challenges

1. Limited Keyword Targeting The brand was targeting only a few keywords in its campaigns, despite having a large potential audience.

2. Variations Management The brand’s three product variations were not grouped under a single-parent ASIN, limiting cross-selling opportunities.

3. High Competitor Reviews Competitors with higher review counts overshadowed the brand, reducing its credibility and appeal.

4. Underutilized Campaigns The brand was not leveraging PPC to its full potential, missing out on Sponsored Display and Sponsored Brand ads.

Plan of Action

1. Keyword Expansion

• Conducted thorough keyword research.

• Segregated keywords based on search volume, relevancy, and length.

• Ran ads on these keywords to increase visibility and reach a wider audience.

2. Variation Consolidation

• Merged all product variations under one parent ASIN to enhance cross-selling opportunities and improve customer experience.

3. Boost Review Count

• Merging variations helped increase the number of reviews, boosting the brand’s credibility and customer trust.

4. Utilize Sponsored Brand & Display Ads

• Optimized Sponsored Brand campaigns by targeting high-intent, long-tail shop keywords in Sponsored Brand Video ads.

• Focused on browsing keywords using phrase and broad match modifiers.

• Employed Sponsored Display ads to target and retarget customers who showed interest in the product or searched for related categories.

The Outcomes We Achieved

1. Cultivated Cross-Selling Opportunities

• Designed advertising campaigns aimed at the most authoritative products.

• Created cross-selling opportunities that kept potential customers engaged.

• Boosted sales for all product variations, enhancing overall revenue growth.

2. Increased Revenue

• Revenue increased to $25,000 from a previously stagnant $17,000 per month.

3. Reduced ACOS

• ACOS dropped significantly from 52% to 34% within just one week.

Conclusion

By tackling the obstacles faced by the beauty brand, we achieved significant growth in revenue and profitability while reducing advertising expenses. This case study showcases the power of strategic PPC management in driving tangible results for brands.