Revenue of product in the US market from $375 to $2200 per week with TACOS

This case study will be an essential reference for all new launches within the pet niche.

Before discussing the overall strategy, I'd like to introduce you to the sales dashboard graph that gives the idea about the 7X growth  we were able to achieve in a short span.

Along with this here are some of the KWs organic ranks graphs where we were able to improve
 

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Results achieved in 15 days with the later-to-be-discussed strategy:

• We achieved a remarkable uplift in total revenue, increasing by 7x compared to the previous week.
• Total Revenue (1-7 July) = 375$
• Total Revenue (8 - 14 July) = 2153$
• TACOS significantly dropped to 6.45% from 38.3%, marking notable improvements over the past few weeks.
• Product successfully appear in top 5 ranks of organic spots of relevant KWs 

Initial Findings and Corrections

Upon gaining access to the account, we identified that Kitty Bin was not categorized correctly. This misplacement was promptly corrected. Following this, comprehensive keyword and competitor research was conducted, providing us with valuable insights into important keyword search volumes, relevant competitors, their sales, and price points. Using the Keepa tool, we also examined the price change frequency and its effect on the Best Sellers Rank (BSR) of various competitors.

 Listing Audit and SEO Optimization

A detailed audit of our product listing revealed significant gaps. Relevant and important search terms were missing from the title and bullet points, and the backend search terms included irrelevant keywords. In response, we executed SEO optimizations in two phases:

1. Title and Bullets Optimization: We revised the title and bullet points to include all relevant search terms, enhancing the listing's visibility.
2. Backend Search Terms: Irrelevant keywords were removed, and relevant terms were added to improve indexing on pertinent search terms.

PPC Strategy Overhaul

Our analysis of the Pay-Per-Click (PPC) campaigns showed inefficiencies. The major contributors to daily spend were campaigns targeting auto, phrase, and broad match keywords, which resulted in significant wasteful spending without improving organic ranks on relevant keywords.

To address this, we implemented a detailed and targeted PPC strategy:

1. Initial Assessment and Halting Inefficient Campaigns:some text
   • Auto Campaigns: Stopped campaigns targeting broad match and phrase match keywords that were generating high spend with low conversions.
2. Targeted Campaigns Setup:some text
   • High Relevant, Low Search Volume Keywords:some text
     • Created campaigns with only 3-5 highly relevant keywords each. These keywords were selected based on their lower search volumes but higher relevance to our product, aiming to capture niche but high-conversion traffic.
   • High Relevant, High Search Volume Keywords:some text
     • Created separate campaigns for high search volume keywords, including only 2-3 keywords per campaign. This was to ensure focused spending and better performance tracking for each high-volume keyword.

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3. Bid Optimization:some text
   • Initial Bidding: Set competitive bids to gain initial traction and impressions.
   • Bid Adjustments: Monitored daily and adjusted bids based on the performance data to maximize ROI. Increased bids on high-performing keywords and reduced or paused bids on underperforming ones.
4. Budget Allocation:some text
   • Allocated budgets strategically across campaigns based on their performance and potential. High-performing campaigns received higher budgets to capitalize on their success, while low-performing ones were either optimized further or had their budgets reduced.
5. Performance Tracking and Reporting:some text
   • Provided detailed weekly reports to the client, highlighting key metrics, insights, and recommendations for continuous improvement.

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Price Push Strategy

We calculated the average price of the top 10 competitors and set our price $1 less than the average. This price point was strategically chosen to attract more buyers while maintaining competitiveness.

Results

After obtaining client approval, we executed all changes, including SEO, listing optimization, attractive pricing, and a structured PPC strategy. These efforts resulted in a significant improvement in the product's performance. Kitty Bin's revenue jumped by 7X compared to the previous week's performance.

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