Quadrupling a Brand’s Amazon Sales Following Its Relaunch
What We’re Celebrating:
By encouraging our client to shift away from a return on ad spend (ROAS)-focused mindset, lean heavily on top-performing category keywords, and make optimizations across advertising and content, we helped them increase their brand’s yearly sales by 3.6x.
Overview:
Before partnering with GO, a company acquired a brand whose products were extremely high quality but were being dragged down by lackluster and out-of-date packaging. To give this brand a more modern feel and have it more aligned with its primary target audience, the company relaunched its products with an entirely new design to delight and capture the attention of consumers.
The company wanted to make the most of this new redesign and grow this brand in a big way, so they partnered with GO to help them accomplish this. Due to our many years of experience, the company was confident we had the skills and tactics necessary to drive this brand’s sales, traffic, and new-to-brand (NTB) customers to new heights.
The Challenge:
The client had historically been extremely ROAS-focused, and while their ROAS was amazing, this myopic lens of efficiency distracted them from looking at the bigger picture of their total business.
The client was overinvesting in brand protection and brand targeting, making it difficult to increase topline sales and brand awareness.
While the client’s packaging was updated in a meaningful way, their copy and imagery across their detail pages and Brand Store did not match this new elevated status.
The Strategy:
Shifting Away from ROAS
Explained to the client that total advertising cost of sale (TACOS) was more aligned with their goal of driving topline sales and NTB.
Aligning on Must-Win Keywords
Identified terms that audiences typically search for in this category to increase the association between this brand and these keywords for Amazon’s algorithm and our target market.
Search Advertising
Spent more than half of the brand’s budget on category targeting to grow awareness and relevancy.
Maintained sizable budget allocation for brand protection to ensure competitors wouldn’t conquest our client’s customers.
DSP Advertising
Prospected shoppers that were in-market and targeted custom segments of products the brand's audience typically buys.
Retargeted customers who visited our brand’s detail pages but did not convert.
Retargeted past purchasers of the brand, upselling them with larger product sizes.
Content
Our GO Studio team made changes to the brand's titles, bullet points, image carousels, A+ Content, and Brand Store to maximize conversion and efficiency of ad spend.
Catered this new content around our must-win keywords.
Ensured the copy and assets looked optimal on both desktop and mobile.
Product Variations
Combined new product sizes with the brand’s core assortment to cross-sell and allow customers to choose what item size works best for their needs.
Categorized the brand’s products by use and then gave each category its own detail page.
The Results:
By leaning into these tactics, we helped our client’s brand grow its Amazon business by 3.6x since its relaunch (Year 1), with Year 2 experiencing 2.2x growth versus Year 1 and Year 3 experiencing 1.7x growth versus Year 2.
We also increased the brand’s share of voice for their must-win keywords, achieving lifetime highs for brand name searches on Amazon and becoming the most searched-for brand within the category. Additionally, the brand’s search frequency rank for one of its top products jumped from 243,311 to 24,434 in just one year (the closer to 1, the better).
Does your team need support to identify tactics that complement your product rebrand?
Global Overview is here to help. When relaunching items with an updated look and feel, you’re going to want an advantageous, revamped strategy that matches your newly elevated brand identity. Contact us today for more on how to accomplish this.