Thrive Services Used
Amazon Marketing
Project Overview
This adhesive tape manufacturer and online seller is known for providing DIY enthusiasts and arts and crafts hobbyists with high-quality adhesive products. The company came to Thrive faced with the challenge of elevating its brand presence on Amazon, ensuring better customer engagement and boosting overall sales.
Thrive’s Amazon marketing strategies significantly improved the client’s key performance indicators (KPIs), translating into a stronger brand presence and increased sales. Amazon ad sales increased by 313% and the conversion rate went up by 111%, all while decreasing the advertising cost of sales (ACOS) by 22%.
The Results
+313%
Ad Sales
+111%
Conversion Rate
-22%
Advertising Cost of Sales (ACOS)
+75%
Impressions
Before Thrive, the company struggled with optimizing its product listings. The client wanted to enhance its Amazon Brand Store to create a better shopping experience. Additionally, it needed assistance utilizing video content and improving its advertising strategies for better reach and engagement.
To achieve the client’s goals, Thrive implemented strategic Amazon listing optimization and ad management. Only one month after the campaign rolled out, we saw a considerable increase in the following KPIs:
- Ad Revenue: +165%
- Return on Ad Spend (ROAS): +50%
- Conversion Rate: +106%
- Click-Through Rate (CTR): +24%
- Cost-Per-Conversion: -42%
- Impressions: +20%
Through continuous optimization and targeted ads launched, Thrive delivered impressive results month-over-month:
- Return On Advertising Spend (ROAS): +28%
- Clicks: +127%
- Conversions: +380%
- Cost-Per-Conversion: -33%
- Click-Through-Rate (CTR): +30%
Since more users click on ads and convert, the client’s ad sales increased exponentially by 312.5%.
The Execution
The client was only running one auto campaign per product family, limiting the amount of advertising data available. This posed a challenge in optimizing its advertising strategies and achieving desired outcomes.
Having limited product images and insufficient advertising data, Thrive conducted a comprehensive Amazon account audit that covered various aspects such as product listings, A+ content, brand store and advertising campaigns.
The findings from the audit included:
- Product Listings: The listings lacked detailed, optimized descriptions and varied images, which could be affecting click-through and conversion rates.
- A+ Content: It was observed that A+ content was not being utilized effectively, indicating a missed opportunity for providing enhanced product information and visual appeal.
- Brand Store: The brand store needed improvements in terms of layout, product organization and overall visual appeal to provide a better shopping experience.
Based on these findings, we provided a strategic recommendation outlining steps to optimize listings, enhance A+ content, revamp the brand store and diversify the advertising strategy.
We then carried out the following strategies:
- Product Images: Recognizing the importance of varied and high-quality imagery in creating engaging listings, we initiated a process to develop additional product images.
- We coordinated with the client to get more visual content that demonstrated the product in use, detailed its features and provided context, which we incorporated into its A+ content and product listings.
- Product Listings Optimization: We enhanced the client’s product listings by incorporating relevant keywords, detailed descriptions and newly procured images. This improved the listings’ visibility on Amazon’s search results and made it more appealing and informative to potential customers.
- A+ Content Creation: Leveraging the additional product images and optimized descriptions, we created high-quality A+ content for the client’s listings. This provided a more comprehensive view of the product, its features and its benefits, enhancing the overall customer shopping experience.
- Brand Store Enhancement: We revamped the company’s brand store by improving the layout, effectively categorizing products and enriching the content with the brand’s story. This created a more engaging and browseable shopping experience that resonated with the client’s target audience.
- Advertising Campaign Optimization: Despite the limited initial advertising data, we analyzed the client’s single auto campaign thoroughly to identify performance trends and areas for improvement.
- We then diversified the advertising strategy, introducing manual campaigns with targeted keywords and continuously monitored and adjusted these campaigns based on performance. This approach significantly improved the client’s key advertising metrics.
By executing these strategies, we were able to effectively overcome the challenges faced by the client, significantly improving its brand presence and performance on Amazon.