This case study is our pride. We take great delight in disclosing the strategy we used for this particular client.
The client joined the USV family 2 years ago (in Feb 2022) and since then, we have been their rock in achieving set goals.
Before discussing about the client and the strategy we used I would like to let you know about the results we achieved during the first year of our partnership and continuing to derive amazing results with the current efforts ;)
- We managed to achieve 236% Year-Over-Year growth from 2021 to 2022. This is a feather in our cap. We achieved this figure not by just effective PPC management but employing innovative 360 degree marketing and advertising solutions which directly impacted sales and rankings.
● In 2022, we increased the brand's annual revenue from $1.8 million to $3.4 million, with a significant contribution of $1.8 million from PPC revenue.
- In 2022, we set a goal to double our brand's revenue for 2023. However, thanks to the team's exceptional dedication, we exceeded expectations by nearly tripling our revenue, soaring from $3.4 million to $11 million.
● In 2021, the PPC revenue amounted to approximately $600K annually. Within a year, we achieved a remarkable hike in PPC revenue, elevating it from $600K to $1 million.
● In 2023, we exponentially increased the PPC revenue from $1 million to $6.7 million.
● In 2023, Achieved 3% improvement in the ACOS, bringing it down from 20% to 17% annually.
These amazing numbers clearly depict the team’s commitment towards excellence. And their highly analytical approach in crafting tailored strategies that significantly amped up the brand’s takings.
Let me give you an overview of the client’s business and niche before diving deep into the strategy:
Our client is a distinguished perfume brand born from the passion of a globe-trotting fragrance enthusiast. With a vision to explore the captivating world of scents, the founder established this brand as a hub for exquisite oud fragrances.
Specializing in oud, the brand proudly showcases renowned brands alongside its own exclusive line of private label oud fragrances. The aspiration extends beyond the Middle East as the brand strives to become a globally recognized household name, synonymous with the finest and most alluring fragrances.
What Brought Client to Us?
The client is a high-profile corporate account overseeing a diverse portfolio of distinct brand fragrances having more than 3670 SKUs.
The client approached us with a pressing concern of effective PPC management. While they were making $1.8 million in revenue, their PPC revenue was just $600k making it 33.9% of the overall revenue. Which we increased by 236% in just one year.
How did we do that? Well, let me spill the beans ;)
Rising to $11 Million: Path to Annual Sales Growth
Exclusive Strategy for Success!
In medical, accurate diagnosis lays the foundation for a treatment. If diagnosis is inaccurate or partial then the treatment wouldn’t prove to be effective.
Similarly, analyzing an account thoroughly allows the brand managers to identify errors, potential opportunities, and growth gaps. We at Upscale Valley take this step very seriously as it lays the foundation for our future plans and enables us to foresee the outcomes.
Upon auditing the account we found 4x major problems:
1. Identified a significant lack of listing optimization for several products.
2. Next the major discovery was that the PPC structure for the account wasn’t up to the mark. It lacked targeting strategies. Sponsored brand and display ads were inactive. Multiple keywords of different match types were being targeted in the same ad group which was the main reason for low sales yield.
3. Next we noticed a significant lack of placement and bid optimization in the campaigns.
4. We also found that the budget wasn’t wisely distributed among the campaigns. Many performing campaigns weren’t allocated sufficient budget, however, many non-performing campaigns were spending budget causing high TACOS, low sales, and low ROI.
Unveiling Our Winning Strategy: Our Approach to Targeted Campaigns and Problem Solving!
Tackling the problems from head on was the motive. We didn’t want a penny to go in vain with poor targeting campaigns. So, our first was to:
- Ensuring Comprehensive PPC Structure:
We developed a coherent PPC structure with best practices. The brand manager made sure comprehensive coverage of sponsored product, brand, and display ads in every aspect of targeting.
- Established Brand Based portfolios:
Then we segregated the campaigns using the portfolios. The account executive established brand-based portfolios to track sponsored brand campaigns performance effectively. And address the individual needs of each portfolio.
- Delved in comprehensive keyword research:
Then the account executive delved into the keyword research. We integrated high-volume keywords in the prime Amazon real estate and targeted them with PPC campaigns. Doing so enabled us to gain better rankings and visibility on high-influx keywords.
- Frequent bid and placement optimization:
Bid and placement optimization has been our staple since we onboarded the client. The dedicated team proactively optimize bids and placements ensuring lower ACOS and high revenue.
- Budget Optimization:
Budget optimization is crucial to successful campaigns. Each campaign has its own priority. Which is why the brand manager made sure that the budget is allocated to each campaign considering its performance and priority.
We kept the budget uncapped for performing campaigns so that they never go out of budget and yield us the sales we are anticipating. However, for the low performing or non-performing campaigns, we modified their ad groups and keywords to enable the effectivity and then assigned a suitable budget to them.
- Added multiple brands to the catalog:
We also helped the client add multiple brands to its catalog and devised tailored targeting strategies for each brand based on their needs and requirements.
Implementing all these above steps enabled us to take the revenue of the brand from $3.4 Million to $11 Million.
I’m sure these action steps will also set you on your journey towards millions of dollars. ;)
If you require any support with your Amazon Journey, we are here to assist you every step of the way ;)
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