Enterprise Brand Experiences 22% Decrease in ACoS and Optimized Ad Performance
decrease in ACoS
increase in conversion
increase in sales
Situation: Scaling a Comprehensive Solution to Optimize Campaign Performance
As part of the early adoption program for our advertising optimization and intelligence platform, Feedvisor engaged with a specific subset of existing customers and prospects across various stages of their Amazon life cycles to help drive improvements in visibility, conversion, and profit on the marketplace. The clients partnered with Feedvisor in a hands-on nurture program from August through November, in order to establish a continuous dialogue on optimizing the user experience. One of the early adopters, an enterprise brand with products in the apparel, electronics, and health & beauty categories, was looking for a platform and team to create and optimize their campaign structures and in-market keyword bids while gaining a 360-degree view into campaign performance, traffic, keyword efficiency, and ad spend — all according to their unique business strategies and goals.
Our Solution: End-to-End Managed Services to Establish and Optimize Amazon Ad Strategy and Organic Ranking
Initially, we performed a strategic review of the brand’s competitive environment, historical performance, and demand generation opportunities. From there, we created a strategic approach to developing their advertising strategy and plan including budget allocation, campaign and ad group structure optimization, and the establishment of both target and breakeven ACoS, all with a specific focus on driving impressions and sales. As part of this process, we also optimized branded product detail pages, advising on keywords, images, and content within titles and bullet points to drive store visibility and enhance the buyer experience. Through our AI-driven campaign manager, we facilitated the creation and optimization of Sponsored Product ad campaigns. Specifically targeting conversion, we helped the client identify impactful keywords to drive sales — top selling keywords, keywords with an ACoS that should be optimized, and top keywords by conversion rate. We supported both manual and automated campaigns that we linked for keyword harvesting and negative keyword identification, restructured ad groups, and reallocated budgets to achieve full potential from every product and ad group. Lastly, our managed services team of Amazon experts provided targeted, in-depth insights at each stage of the campaign, working to ensure that the brand’s targets were being achieved. Through specific business reports, we isolated conversions and impressions and analyzed organic ranking to pinpoint what variables needed adjustment at any given time, whether related to the specific product listing, price, campaign, or inventory position.
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Results: An Optimized Demand Generation Model and Impactful Conversion Metrics
- Upon partnering with Feedvisor, the enterprise brand experienced a 24% increase in conversion and a 27% increase in sales.
- To help the clients and prospects measure the effectiveness of their campaigns relative to ad spend, we focused on helping them drive down ACoS. This client in particular experienced a 22% decrease in ACoS. They also experienced notable improvements in their organic and Sponsored Product campaign engagement.
- With Feedvisor’s managed services expertise, we were able to optimize the brand’s product detail pages for SEO and visibility. By improving the organic keyword structure and product content, the effectiveness of ad spend increased. Additionally, when analyzing optimized detail pages after ad spend, there was an increase in organic search ranking and engagement.
Conclusion: AI Technology Drives Effective Ad Performance for Enterprise Brand
Designed to fuel discoverability and conversion, our advertising optimization and intelligence platform coupled with managed services helped the client maximize their ad performance based on their specific business strategies. Feedvisor’s end-to-end managed services model for advertising enabled the brand to accelerate ad performance and profitability to strategically drive demand on an ongoing basis. The team of Amazon experts represented a true extension of the client’s team, providing in-depth training, hands-on optimization, planning, and support — all to help them gain a holistic view into their campaign performance, traffic, and ad spend.