Case Study:
Best Friends
By Sheri
Increase sales while
controlling ACOS
Total roducts:
203
6-month Sales:
$174
,500 per month
6-month ACOS:
-6.22% per month
Overview:
Best Friends By Sheri wanted to boost sales in the highly competitive Pet niche through both AMS and Seller Central.
The Goal:
To increase sales and rank for key products in order to capitalise on the huge traffic in the pet niche using PPC through both AMS and Seller Central. Sales needed to be shifting more towards seller central to avoid higher vendor fees while allowing flexibility to push new product launches at strategic times.
The Problem:
The pet niche is extremely competitive, and several of the top performing products are season-specific. Moving into the low season was a not just a major hurdle to increasing sales, but some aggressive competitors were making it difficult to advance in organic rank for major keywords.
The Solution:
Strategic PPC did a thorough analysis of each SKU's advertising history and identified a huge untapped potential of converting keywords which were not being advertised. Strategic implementation of the words alongside a comprehensive campaign structure allows us to not only boost sales during the low season, but to jump past the competition so that the listings were positioned higher organically for the start of the peak sales period.
The Results:
Sustained, increasing PPC sales during the low season boosted the listing rank for several main keywords. Once they were being featured more prominently, the products were caught up in the organic flywheel; where PPC sales drive organic results, which snowball into highly successful sellers. Over the course of just a few months sales increased by almost $175,000 per month and ACOS dropped by 6%, all while positioning the products very favourably for the huge November/December sales period.
