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BRANDING - Muhammad Shahid Rafique

Star From 54% ACOS to 22%: An Amazon Private Label Transformation Star

Introduction

This case study details the dramatic turnaround of an Amazon Private Label brand’s performance through focused efforts on listing optimization and PPC campaigns. Initially, the brand faced a high ACOS of 54%, making it difficult to achieve profitability. However, by implementing a tailored strategy, the ACOS was successfully reduced to 22%, significantly improving the brand’s overall success.

Challenges

  • High ACOS of 54%, leading to low profitability and unsustainable business model.
  • Inefficient listing optimization, hindering product visibility and conversion rates.
  • Lack of a targeted PPC strategy, resulting in wasted advertising spend.

Year

2023

Client

Morgan

Services

Account Management

Project

Dynamic

Strategies Implemented

Comprehensive listing optimization:

    • Title Optimization:
      • Utilizing relevant keywords with high search volume and low competition.
      • Including key product features and benefits.
    • Bullet Points:
      • Highlighting key selling points and addressing customer pain points.
      • Using strong action verbs and persuasive language.
    • Product Description:
      • Providing detailed information about the product, including its features, benefits, and specifications.
      • Utilizing rich content formats such as images, videos, and infographics.
    • Keywords:
      • Conducting thorough keyword research to identify relevant search terms.
      • Implementing backend and negative keywords to optimize ad targeting.
  • Targeted PPC campaigns:
    • Developing keyword-specific ad groups for efficient budget allocation.
    • Creating compelling ad copy that resonates with the target audience.
    • Utilizing product targeting and dynamic bids to maximize reach and relevance.
    • Continuously monitoring and optimizing campaigns for improved performance.

Results Achieved

  • ACOS Reduction: A significant decrease in ACOS from 54% to 22%, leading to a substantial increase in profitability.
  • Increased Sales: Optimized listings and targeted PPC campaigns resulted in a notable rise in sales volume.
  • Improved Brand Visibility: Enhanced product listings and strategic advertising boosted product visibility on the Amazon platform.
  • Enhanced Customer Satisfaction: Optimized listings and targeted advertising led to higher conversion rates and improved customer satisfaction.

Key Learnings

  • Listing optimization and PPC campaigns are crucial for success in the competitive Amazon marketplace.
  • A data-driven approach is essential to identify high-performing keywords and optimize campaigns effectively.
  • Regular monitoring and adjustments are vital to ensure continuous improvement and maintain long-term success.

Conclusion

By focusing on listing optimization and PPC with a well-defined strategy, this Amazon Private Label brand achieved remarkable results, proving the effectiveness of these tactics in driving success on the platform. This case study serves as a valuable example for other businesses looking to improve their performance and achieve long-term profitability on Amazon.

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