We worked with a leading global computer security firm that offers a range of antivirus and anti-malware products. Digital channels, including the brand’s native website, had been significant contributors to the brand's online sales. However, the brand wanted to scale its online sales presence by leveraging Amazon’s massive customer base in India.
Unlike other players who had grown in strength with their early mover advantage, our client was relatively new in the Amazon ecosystem. Prior to partnering with Iffort, the brand faced hurdles during execution of Amazon PPC campaigns, such as carving a niche for itself among a clutter of competing brands with similar portfolios and price-points. One of the key roadblocks was relatively higher pricing for the entry level antivirus in comparison to competing brands. In addition, many consumers prefer to download freely available antiviruses, thereby indicating a serious need for consumer education in this category.
Historical Data Dissection
The initial assessment was focussed on analyzing learnings from the existing campaigns, examining the changes in behavior week over week, thereby determining the patterns and sweet spots for each campaign type and individual product SKUs.
For strategic planning against competition, we used tools like Amazon Pi and JungleScout to determine advertising share of voice, daily/monthly sales, alternate product purchases for the brand, and figure out top category keywords.
As there were multiple SKUs that served the same purpose for different device specifications, we performed extensive keyword research for each SKU, keeping in mind the user behavior and pattern from historical data. Subsequently, new keywords were selected and placed into broad and phrase match types with low bids. To show ads more frequently, the profitable keywords from past data were put in a separate exact match campaign with high bidding.
How did this work for us?
1. Decrease in CPC by 36% for sponsored product ads
2. Increase in CTR by 74% for sponsored product ads
3. Helped us discover new generic terms that users are searching for in real-time
4. Helped us analyze which competitor keyword is driving in more sales and should be made an aggressive target
5. Increased profitability on high performing keywords and cut down ACOS on low performing keywords
After seeing success with sponsored product ads, we experimented with headline ads to give the brand visibility and exposure on a handful of terms that were proven to be effective in the former ad type. The products in the headline ads were initially selected based on the likelihood of a conversion and good performance history. It helped us ramp up sales for the most desired ones. Furthermore, high-cost products were included in the ads, making use of effective messaging to enable the audience to understand the high tech features the brand offers and reinforce the core brand value.
Iffort 1st Month
Iffort 2nd Month
There was a week on week increase in ROAS, CTR, and a decrease in CPC.
By effectively distributing budget across campaigns, understanding customer behavior, and day to day campaign optimization, we were able to lift brand’s ROAS on Amazon by 142% within a short period.
|1st MONTH||1,13,07,029||36,427||0.32%||INR 32.28||1,570||1.18|
|2nd MONTH||39,30,326||28,023||0.71%||INR 21.44||1,652||2.86|
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