Challenges

• Competition with early mover advantage in Amazon ecosystem
• Improper audience targeting during previous campaigns
• High product pricing in comparison with the competition

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, most consumers prefer to download freely available antiviruses, thereby indicating a serious need for consumer education in this category.

Strategy/ Approach

Historical Data Dissection

The initial assessment was focussed on analyzing the learnings from existing campaigns, examining the changes in users’ behavior week over week, thereby determining the patterns and sweet spots for each campaign type and individual product SKUs, for a more targeted approach.

Competitor Research

For strategic planning against the competition, Iffort used tools, including Amazon Pi and Jungle Scout to determine advertising Share of Voice, daily/monthly sales, alternate product purchases for the brand, and figure out the top category keywords.

Keyword Campaigns

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 it help the campaign?

• Decrease in CPC by 36% for sponsored product ads
• Increase in CTR by 74% for sponsored product ads
• Helped us discover new generic terms that users are searching for in real-time
• Helped us analyze which competitor keyword is driving in more sales and should be made an aggressive target
• Increased profitability on high performing keywords and cut down ACOS on low performing keywords

Brand Campaigns

After the success of the sponsored product ads, we experimented with headline ads to ensure brand visibility and exposure on a handful of terms that had proven effective in the former ad type.