A gift seller with good reviews was keeping the ACoS low, but was afraid to launch the holiday gifting season without forecasted logistics. The last 2 years had been tough, and the client wanted the input of professionals to maximize opportunity for growth and avoid disappointment.
We noticed that this client had no campaigns that primarily targeted main keywords. We worked with the client to improve their product titles before every gifting season, making sure they were optimized with the right keywords for the Amazon algorithm and the consumer. Instead of having generic titles like ‘great gift for Valentine’s Day, Mother’s Day, Graduation, Christmas etc..’ the titles were constantly optimized to match the season.
We also planned ahead and used tools like Brand Analytics to identify patterns from the previous year, such as when sales started to spike and which keywords were driving sales to top competitors. We created ranking campaigns for those main keywords, increasing TOS by 100% or even 200% at times. The ACoS on those campaigns weren’t always pretty but it paid off nicely. By being proactive and planning ahead, we were able to dominate many high search volume keywords and win a big share of conversions.
Even without launching new products this year, this client grew by 188%, while
maintaining the health of its ACOs, and most importantly TACoS.