Zero to Hero for Sports & Outdoors brand on Amazon

Company Background

The brand that sells in Sports & Outdoors category on Amazon contacted us in October 2021 seeking for help in Amazon advertising. The company sells a wide range of products from camping tents to stoves and grills. 

The Challenge

The main sales channel for the company was website on Shopify. The client did not pay much attention to Amazon due to past poor experience and difficulties in growing the brand on Amazon. 

Past advertising was poorly managed with a high CPA leaving the company with no growth and profit. Listings were not optimized for SEO and conversion.

The solution

Initially we started with optimizing listings and analyzing past ad data. We have also requested historical demographic data from the client’s website to get better understanding who are target customers are. 

We started by reformatting advertising campaigns according to the ZTH (Zero to Hero) structure. Next, our PPC team removed all unnecessary Match Types, removing about one thousand duplicates. Within the first month ad metrics improved significantly.
We have also conducted A/B testing to achieve the highest possible conversion rate. 

We created appropriate ad campaigns to keep the client’s listing away from competitors’ ASINs and Sponsored Display Ads, thus saving listing conversions.

Later we also started working on increasing Brand awareness by utilizing Sponsored Brands campaigns allocating 20% of total daily budget. 

Result

In the span of 15 months the client has seen a significant growth in sales on Amazon. Amazon  got ahead of Shopify and became the main sales channel. Amazon PPC sales were almost $1.3 million while total sales for this period exceeded $2 million.