Unitix

Case Study: 7-Fold Increase in Sales and ACOS Reduction from 47.98% to 18% in 9 Months in the Clothing, Shoes & Jewelry Category on Amazon

Challenges

Our mission was to boost sales and profit for a product in the highly competitive "Clothing, Shoes & Jewelry" category on Amazon, focusing on maximizing profitability within limited budgets and despite the product's high price point. citation of excess inventory to avoid additional storage fees.

Objective:
Our mission was to boost sales and profit for a product in the highly competitive "Clothing, Shoes & Jewelry" category on Amazon, focusing on maximizing profitability within limited budgets and despite the product's high price point.

Unique Value Proposition:
Our product stands out due to its superior quality of materials and craftsmanship, making it the perfect choice for customers seeking premium-class items in the "Clothing, Shoes & Jewelry" category. This allows us to distinguish ourselves from competitors focused on lower-price segments.

Strategy and Actions:

Advertising Campaign Audit and Optimization: An analysis of our current advertising campaigns revealed they were operating with a relatively high ACOS, limiting our ability to achieve desired results within the set budget. In response, we chose a strategy of using a large number of ad campaigns at a low bid, which included detailed semantic work covering all low-frequency keywords and competitor ASINs. We actively utilized all available advertising formats, including Sponsored Product, Sponsored Display, and Sponsored Brand, to identify profitable sales at low bids.

Promotions and Discounts: Given our product's high pricing policy compared to competitors, we decided to offer a 20% discount coupon. This was complemented by specialized promotional campaigns aimed at strengthening the brand.

Listing Optimization: In close collaboration with the client, we conducted a comprehensive optimization of all listing elements, including reworking the title, expanding the bullet point descriptions, enhancing A+ content, and updating the main photos.

Results:

In 9 months, product sales increased by 7 times, and we managed to reduce ACOS from 47.98% to 18%. Additionally, we were able to decrease the return rate from 35% to 17%, significantly enhancing profitability.

Challenges and Solutions:

Competition with Cheaper Alternatives: Our approach to adapting advertising strategies with a focus on the product's unique qualities allowed us to stand out among budget alternatives.

Limited Budget: Effective use of inexpensive traffic enabled us to find profitable sales points, which allowed us to gradually increase the advertising budget and sales volumes.

Challenges and Solutions:

Increase in Returns: Analyzing the reasons for the increase in returns led to changing the main product photo, which significantly reduced the number of returns and improved overall customer satisfaction.

Conclusions

This case study demonstrates that even with limited resources and in a competitive pricing environment, it's possible to significantly increase sales and profit. Success was achieved through the product's unique quality, effective advertising strategies and promotions, listing improvements, and prudent budget management. This approach showcases how flexibility and comprehensive promotion contribute to sales growth and market position strengthening.

Case Study: Boosting Sales and Reducing ACOS in the Competitive Automotive Category on Amazon

Market Situation:
The market is dominated by well-known brands with strong listings and competitive prices. Our product is positioned as the most expensive option within the "Automotive" category on Amazon.

Objective:
Unitix Agency was tasked with increasing sales and profitability for a client’s product in a competitive market filled with established brands. The challenge was to attract new customers and boost brand recognition despite a higher cost per click ($3-$4) and limited semantic scope.

Advertising Campaign Audit and Optimization:
We identified a low conversion rate and implemented a strategy that included comprehensive keyword research, top placement for PPC keywords, and the use of all available advertising formats. Promotions and discounts were introduced to enhance consumer interest.

Listing Optimization:
All listing elements were optimized, including title, bullet points, A+ content, and photos, resulting in a significant improvement in sales and advertising efficiency.

Results:
PPC sales increased from $313.99 to $13,277.54 per month, while ACOS decreased from 29.95% to 24.24%, demonstrating the success of our strategies.

Conclusion:
Our adaptive strategy led to remarkable growth and visibility on Amazon, proving effective even in highly competitive markets.

Case Study. Growth in "Health & Household": Unitix Agency’s Focused Strategy

Objective:

The primary goal was to enhance sales and profitability for a product in the "Health & Household" category on Amazon, aiming to break into the Top-10 of its sub-category. The market presented a highly competitive environment with numerous well-known competitors, diverse pricing strategies, and a plethora of reviews.

Market Situation:

Our product is available in several variations, allowing potential buyers to choose the option that best suits their needs. It positions itself as a premium segment, thanks to the superior quality of materials and craftsmanship, making it the perfect choice for consumers looking for items in the "Health & Household" category. This allows us to stand out against competitors targeting a less affluent audience.

Strategy and Actions:
 

Advertising Campaign Audit and Optimization: Analysis of the client's existing ad campaigns revealed high Acos and a limited use of mid and low-frequency keywords. We deployed a strategy focusing on a broad range of keywords, including low, mid, and high-frequency ones, along with competitors' ASINs, and detailed semantic work. Our approach also included precise control over high-frequency keywords in both ads and organic search. Sponsored Product ads were extensively used to enhance organic rankings and sales.

Promotions and Discounts: To boost conversion rates and attract more sales, we utilized coupons, Lightning Deals, and 7-day Deals.

Listing Optimization: The client took an active role in listing optimization, updating main images, titles, and conducting A/B testing of bullet points. This, combined with the use of relevant keywords, positively impacted product ranking, CTR, and CVR.

Results:

In 15 months, we achieved a 5.5x increase in product sales, advancing from Top-50 to Top-10 in the niche category, while maintaining Acos at 38.88%. Moreover, we increased the organic sales percentage from 42.13% to 65.66%, significantly boosting profitability.

Challenges and Solutions:

High Competition: Flexibility in ad structures and the strategic use of discounts, coupons, and deals helped us respond effectively to market trends and redirect traffic as needed.
Limited Budget: Initially hesitant, the client's perspective shifted as targeted budget allocations led to improved metrics and eventually, an unlimited ad spend.
Narrow Structure: Expanding the semantic core to capture high organic positions for low-frequency words increased the organic share in sales. Manual management of high-frequency keywords was also crucial in maintaining top-selling positions.

Beauty & Personal Care Case Unitix Study

The real case

Niche - Beauty & Personal Care

Our client is an iconic brand of skincare and decorative cosmetics, which is widely known and appreciated for the quality of its products. The brand is very popular among celebrities, who fell in love with it because it allows them to create extraordinary images. 

Often it is difficult for companies that have not worked on Amazon before to manage and organize their business strategy correctly so that advertising budgets would not be terrible. Initially, our client was planning to set up their own department of PPC Ads management on Amazon, but they faced a lot of difficulties in finding professionals and setting up all the processes.

Today, it's not enough to understand your customers' intentions; you need to know their needs well in advance. This principle helped us build an effective PPC strategy. Only a deep analysis of key queries and analysis of accompanying products helped us increase sales and achieve stunning success.

Today, before making a purchase, customers spend a long time reading reviews and comparing features. Little things that were rarely paid attention to before, such as the composition of cosmetics, are important. To better understand customers, we've learned to anticipate their desires.

Our customers are telling us their preferences themselves because it helps us offer them relevant products. The more data we have, the better we understand the needs of the audience. 
Because of this, automatically setting up an advertising campaign is a bad solution for cosmetic products. In such niches you need flexibility and constant control, it is very important not to miss the point of purchase, understand the needs of customers and convert it all into good sales.

Resolution

How did we get started?
1. We did a detailed analysis of the niche and developed a strategy, the ultimate goal of which was to get a Bestseller.
We began using sponsored product campaigns targeting branded keywords, which allowed us to attract customers at the buying stage at the bottom of the marketing funnel.
The campaigns started working at the same time to increase the popularity of premium products, which helped increase the return on investment in advertising.

2. We did keyword analysis, which was related to contract product lines and products. We fully immersed ourselves in the process for us to understand our consumers, to build buying scenarios and decision-making processes. We took those individual words out into different campaigns for the sponsored products.

3. For a cosmetic brand the quality of the listing and photos is very important, we did all the necessary work. Recommended the best options for photos, improved the quality of texts, added keywords, expanded the semantics.
Launch of sales and taking leading positions
In order to achieve our goals we did some deep work, we considered each product as a unique unit, it was important for us not to miss the very grain that would allow us to build a successful brand on Amazon. We thought through different goals, budgets, content, and advertising campaigns for each. This allowed us to attract more shoppers browsing for similar products.

Results, Accomplishments.

In February 2019, their ad sales were about $212,000 with an average ACoS of 30.27%. By January 2020, their ad sales had grown to over $900,000 with an ACoS of 21%. Within a short period of time, advertising and organic sales began to increase while ACoS began to decline. Our use of detailed monitoring of optimization has quickly increased their profitability and increased their sales.
This not only increased sales but also raised the ranking of the best products in organic sales.
We reached the target ACoS in a short period of time and have kept it for over a year.
In the long run, we quadrupled the sales. Through this process, our client has learned how important Amazon PPC is, not only to drive ad sales but also to increase overall organic sales. We continue to manage Amazon PPC for this product and help continually see the impact it has.
Ready for a successful launch on Amazon? Contact Unitix today.

Through the management of Unitix, our client is moving more and more toward their mission of helping their consumers be special every day!