After the holidays, things in e-commerce tend to slow down. It's like a common post-holiday blues scenario. From November to December, which is prime holiday shopping time, most sellers notice a drop in sales afterward. The same thing happened with our client who sells Cake Tins—they saw a dip in sales and revenue after the holidays.

In December, we sold 2,243 units. However, sales decreased to 1,729 units in January, likely due to the post-holiday season trend.

The brand's organic orders dropped from 56% to 37% from December to January, and TACOS (Total Advertising Cost of Sales) increased from 6.9% to 10.6%. That's when we decided to switch things up and fill this gap despite the slower business dynamics after the holiday season.

Our account manager went full throttle with SEO, PPC, and rankings. And the results were as expected:

Sales in February increased by 32.26% compared to January, breathing new life into the sales trend.

In January, we sold 1,729 units. Sales rose significantly in February, with 3,169 units sold—an increase of 1,440 units compared to January.

In January, ACOS was 20.46%. By February, it had significantly decreased to 14.52%—a 5.94% reduction in ACOS attributed to strategic ad spend that boosted sales without extra expenses beyond the ad spend itself.

The upward trend continued into March!

Sales in March increased by 19.35% compared to February, keeping the momentum going.

In February, we sold 3,169 units. Sales rose significantly in March, with 3,669 units sold. Additionally, the account achieved a record-breaking single-day sales high of 250 units.

How did we achieve these results?

We honed in on the areas with the most potential for improvement. We identified what needed to be done right away to see lasting and immediate results.

Upon analysis, we discovered the potential for organic sales by ranking higher on several non-competitive yet high-volume keywords. This became the foundation of our strategy, and we built upon it.

●      The first step was full-listing optimization. We fine-tuned the listings with mid-tail keywords and a few main keywords. The key factor here was maintaining focus in one direction and targeting one root keyword. We aimed for all the relevant sub-keywords to strengthen our visibility and rankings on those search terms.

●      This approach helped us establish a strong presence on a profitable root keywords and its sub-keywords. We used these mid-tail keywords in exact phrase form in the SEO, which greatly contributed to maintaining and increasing our rankings.

●      We also specifically found and targeted the keywords having low title density, and competition, but gained high reviews on listings with low pricing.

●      Additionally, we run auto campaigns under sponsored products ad type to generate profitable search terms. We focused on targeting broad match keywords and ASIN targeting utilizing exact match under sponsored products ad types to maintain ACOS between 13-16%.

●      Furthermore, we refined video campaigns with exact match keywords achieving a 16.5% ACOS.

●      We capitalized on placement data to find the most profitable spots for us.

The flow of our approach started with SEO in the first phase and then moved to bid and budget optimizations in the second phase. This structured approach helped us achieve our goals effectively.

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