Our client is one of the UK’s established premium beauty brands, selling at key retailers including Selfridges, John Lewis, Waitrose, Sephora and Target. When they contacted us, they had been advertising on Amazon already but were struggling to generate a high volume of revenue efficiently. The existing campaigns needed a complete overhaul, as they had been set up by year or season with keyword targeting, most of which were non-brand. The team were searching for a partner to help them maximise the effectiveness of their campaigns and increase their ROAS to above their current rate of 300%. 

‍

We conducted a complete restructure, pausing existing campaigns and setting up new ones using three campaign types - Sponsored Brand, Sponsored Product and Sponsored Display. We then expanded our targeting to cover three keyword match types - exact, phrase and broad - which included targeting keywords.

‍

Alongside this, we implemented brand protection ASIN campaigns to improve visibility and prevent competitors bidding on our client's products. We regularly reviewed which products were performing best, dynamically adapting to the best performing ads with maximum conversions so that we could increase their prominence. 

‍

Working with our client's team, we improved the product listing pages on Amazon in order to increase conversion rates, making sure the listings were optimised with enough images and bullet points, as well as adding A+ Content to all listings such as title, information about the brand and product. These helped improve conversion rates despite the fact that CPC increased as the brand grew on Amazon, allowing us to balance account growth with efficacy.

‍

The campaigns were a success overall, resulting in a revenue increase through both paid and organic of over 30% YoY, with one month reaching a 76% YoY growth. ROAS also improved from under 300% to over 400%, with some months seeing ROAS over 500%. The improvement in the product listings also meant that reliance on PPC to generate revenue decreased. At the beginning of the year, 81% of revenue came through PPC and this has now been reduced to 60%.