Private Label Launch Case Study UK
𝐈 𝐡𝐚𝐯𝐞 𝐋𝐚𝐮𝐧𝐜𝐡 𝐭𝐡𝐢𝐬 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐢𝐧 Octobor 𝟐𝟎𝟐𝟐 with 30 variations. 𝐈 𝐡𝐚𝐯𝐞 𝐬𝐩𝐞𝐧𝐝t $4,443 𝐨𝐧 𝐩𝐩𝐜 𝐚𝐧𝐝 𝐠𝐞𝐭 $19,734 𝐬𝐚𝐥𝐞𝐬 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐩𝐩𝐜 𝐚𝐧𝐝 𝐭𝐨𝐭𝐚𝐥(𝐨𝐫𝐠𝐚𝐧𝐢𝐜+𝐩𝐩𝐜) 𝐚𝐥𝐦𝐨𝐬𝐭 $66,340 𝐬𝐚𝐥𝐞𝐬.
Here is the PPC STRATEGY that worked for us:
Exact Campaigns
1. Picked highly relevant / low search volume long tail keywords that covered Main keyword in it & targeted them in exact campaigns
As conversion started on these campaigns , it also helped in improving the organic ranking of our main keyword & the organic order ratio increased!
2. Ran exact campaign on Main keyword with 20% higher bid than suggested.
ASIN Targeting
I targeted those Asins only which were already ranked organically on Top that helped our product to rank for the same keywords on which our competitors were ranked too as we started getting sales from their PDP.
Other Issues Faced During This Launch.
Other challenges we faced during this launch initially was low conversion mainly because most of the competitors were brand registered and were using A+ content & video in their sales copy.
Secondly there were some irrelevant search terms being used in listing due to which it couldn’t prove product relevance to Amazon.
Solutions Applied
After a complete listing audit, we opted to do some major changes in our sales copy:
Redesign product images
Change in title SEO
Applied for brand registry to leverage A+ content & use of video in listing
Product relevance was proved through PPC
Results Achieved :
Increase in Conversion rate from 10% to 29% within a week!
Product got ranked on Main & Secondary Keywords
On 95% Keywords our Product is Ranked in Top 10
We have a 70/30 ratio of Organic to PPC sales
𝟏𝟎𝟎% 𝐏𝐏𝐂 𝐋𝐚𝐮𝐧𝐜𝐡
No Coupons
No IM
No VVRO
No ATC
It is a PPC-based launch without any giveaways and bleeding.
We worked on product development phase and did an in-depth niche Analysis to find out the market gap with respect to images, content and overall product utility then converted those problems our USP and the rest was all PPC.
We wanted to emphasize the power of USP, that combined with a good PPC strategy, it was smooth sailing for us.
Although we increased the price gradually but the orders did not stop even now we are selling at a higher selling point than the market.
𝐇𝐨𝐰 I 𝐠𝐞𝐭 𝐁𝐞𝐬𝐭 𝐤𝐞𝐲𝐰𝐨𝐫𝐝𝐬 𝐟𝐨𝐫 My 𝐏𝐏𝐂:
𝟏: 𝐇𝐞𝐥𝐢𝐮𝐦𝟏𝟎:
𝟏: 𝐇𝐞𝐥𝐢𝐮𝐦𝟏𝟎:
Reverse ASIN of your top 10 competitors.
Apply filter of organic rank on each competitor.
Take all those keywords at which your all competitors are rank in top 5 positions.
𝟐: 𝐁𝐫𝐚𝐧𝐝 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬:
This feature is available for brand register sellers.
Copy all competitor’s keywords including yours and paste it into the brand analytics search bar.
Download the file in csv.
Copy all search terms except those terms in which you are in top 3 position.
𝟑: 𝐒𝐞𝐚𝐫𝐜𝐡 𝐐𝐮𝐞𝐫𝐲 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞:
This feature is also available for brand register sellers. This dashboard tells you about search volume, click share, add to cart and purchase share on specific keywords. And this amazon data which is 100% accurate.
On the basis of performance you can add new keywords into your listing and can run campaigns on these terms.
Conclusion:
The key is to maintain calm and organisation while monitoring each action to ensure promptness. Furthermore, you can always keep your CPC in check by conducting a proper bid analysis in relation to a breakeven CPA analysis. This will provide you with a clear picture of what needs to be done to scale.
