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A Comprehensive Strategy for Launching a New Brand on Amazon

Case Study: Launch and Growth of “Pockets & Places” on Amazon

Client Overview & Introduction

In May 2024, we began our partnership with “Pockets & Places,” a brand newly launched by Dylan Heath. The primary product was a yoga bag, and the account was in its infancy with no prior sales, reviews, or PPC campaigns. Our initial assessment showed a listing quality score of 5.3 out of 10, presenting a substantial opportunity for improvement.

Initial Challenges

1. New Account with Low Listing Quality:

  • The account had just been launched with its first product.
  • The initial listing quality score was 5.3 out of 10.

2. Absence of PPC Campaigns:

  • No existing PPC campaigns to drive traffic and sales.

3. Lack of Social Proof, Zero Reviews:

  • Zero product reviews, which are essential for customer trust and credibility.

Strategy Implementation, The Approach

To address these challenges, we devised a comprehensive strategy focusing on listing optimization and targeted PPC campaigns.

1. Listing Optimization

  • Keyword Research: Conducted extensive keyword research to identify high-volume search terms relevant to the yoga bag.

  • Content Enhancement: Crafted engaging and informative listing content that incorporated the identified keywords.

  • High-Quality Images: Utilized professional, high-resolution images to showcase the product attractively.

2. PPC Campaigns

  • Campaign Setup: Launched multiple PPC campaigns, including:

  • Auto campaigns to leverage Amazon’s algorithm.

  • Manual Keyword Targeting campaigns to focus on specific high-performing keywords.

  • Manual Category and Product Targeting campaigns to increase visibility in related categories and against competitors.

  • Budget Allocation: Dedicated a monthly budget of $1,000 to PPC to enhance product visibility and drive traffic

  • Performance Tracking: Monitored and adjusted campaigns based on performance data.

Results & Outputs

Our strategic initiatives led to significant improvements and promising results within the first month.

May 2024 Performance

  • Total Sales: $3,651.97

  • Units Sold: 203

  • PPC Sales: $2,230.76

  • PPC Spend: $1,020.46

  • ACOS (Advertising Cost of Sales): 45.74%

  • TCOS (Total Cost of Sales): 27.94%

Key Milestones

  • Achieved the Number 1 rank in new release products in the yoga bags category.

  • A notable increase in both PPC and organic sales, demonstrating the effectiveness of our strategy.

Continuous Monitoring

  • Ongoing Adjustments: Regularly monitored performance and made necessary adjustments to campaigns and strategies to maintain effectiveness.

Next Steps

  • Campaign Optimization: Continuously monitor and fine-tune advertising campaigns for further improvement.

  • Inventory Management: Ensure sufficient stock to meet increased demand driven by ads.

  • Creating Walmart Shop: Utilize Walmart’s new shop feature to maximize conversions.

Conclusion

The initial month of working with “Pockets & Places” has been a testament to the power of a well-rounded e-commerce strategy. By focusing on listing optimization and targeted PPC campaigns, we were able to overcome the initial hurdles and achieve significant sales growth and visibility for the product. Moving forward, we will continue to refine our strategies and optimize our campaigns to ensure sustained growth and success for Dylan Heath’s “Pockets & Places.”

We are confident that with ongoing optimizations and strategic adjustments, we will further enhance performance and help our client achieve their business goals. The promising start indicates a bright future for “Pockets & Places” in the competitive e-commerce landscape.