A TOUCH OF RUSTIC CHARM FOR YOUR TABLE

END-TO-END AMAZON ACCOUNT MANAGEMENT

RootyHeart co. x SpectrumBPO

Case Study

When RootyHeart Co., a family-owned home and kitchen brand, first contacted us, they were experiencing difficulties with Amazon. Although their products were nice, they were not gaining traction with their listings, sales were inconsistent, and the PPC campaigns were inefficiently consuming their budget. They needed a workable plan in place to make improvements right away.

We accepted the challenge! Our goals were to optimize the Amazon listings, tune the PPC, and improve their overall performance, so they could stand out in a difficult arena.

Elegance Meets
Pure Honey Goodness

Keep your honey fresh and ready to pour with this adorable honey pot that is perfect for drizzling.

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An Inside Look

Tailored Services Delivered

A full audit of the entire account - from listings to inventory - helps develop an integrated and cohesive strategy.

Extensive keyword research, bid adjustments, and re-structuring ad campaigns were made to help reduce ad spend and improve return on investment.

Updated product listings in- clude SEO optimized titles bullet points and engaging images for customers.

Created A+ Content and images to establish value and trust which highlights RootyHeart's unique offering.

Forecasting and managing the supply chain issues to avoid stock-outs or running out of inventory.

Challanges Faced

Limited Search Visibility

The products were hidden within search results, making them hard to find for potential customers. The listings were un-optimized for search, which resulted in low visibility, and lost sales opportunities.

Under-Performing PPC Campaigns

The spend on PPC advertising was significant, but it was being wasted in inefficiencies and was resulting in a high ACOS. This was creating an expensive cycle of advertising without any returns.

Irrelevant, or Outdated Listings

The product listings did not reflect the unique value of RootyHeart's products. The descriptions were standard, and the visuals did not demonstrate the essence of the brand, nor appeal to the target market.

Strategic Method of
Overcoming Challenges

To tackle the challenges outlined above, we developed a multi-pronged approach that aimed to strengthen RootyHeart's brand exposure, improve ad performance, and assure availability, all while using data and best practice methods.

Listing Optimization

We reworked all of the brand's product listings so they are well search-engine optimized and we consider the buyer's experience. We researched all of the winning key words that were associated to their products, and we also utilized those keywords in titles, bullet points, and descriptions. Finally, this allowed Rooty Heart's listings to be higher ranked in search results, which meant that buyers could find listings more quickly.

Additionally, we updated the product images to include more lifestyle shots and infographics to illustrate the products in action and make a stronger emotional connection with shoppers.

PPC Campaign Revamp

The previous PPC campaigns for the brand were very broad and unstructured. We reorganized their PPC strategy and executed the following tactics:

We identified relevant keywords to show RootyHeart's ads to the most relevant customers.

We modified the bids to the keyword performance and increased the budget on high converting terms and decreased the spend on low-performing keywords.

Through proper ad management, we drove down RootyHeart's ACOS, thereby increasing their return on advertisement spend.

Data-Driven Enhancements:
Continuous Testing for Maximum Conversion

We took an agile attitude towards optimization with ongoing testing of elements such as titles, images, and A+ Content. By studying various performance metrics, then pivoting our strategy based on real time data, SpectrumBPO optimized each listing to maximize conversions and overall customer experience.