Rinseroo
Objective:
To increase the YoY sales while maintaining a improving bottom line.
Challenges:
- Since the catalog’s top-selling ASINs were identical and positioned in 2 different categories, the most challenging part was to avoid sales cannibalization and growth in their respective categories.
- The whole account depended on the sales from just one ASIN; the challenge was to increase the share of the rest of the products to avoid that dependency.
- When we onboarded the account, the TACOS was 16%, way above the target TACOS, so we also have to work on a way to bring it down while aiming to grow sales.
Strategy
1. Targeting Diversification
- The ad strategy was solely based on Exact Match targeting and auto campaigns; except for a few auto campaigns, there were no research-based campaigns to harvest new search terms.
- Sponsored Product Ads were responsible for 80% of the Ad sales.
- We first did the search terms harvesting from auto-campaigns and utilized the data to set up new SP and SB campaigns.
- We set up Phrase and Broad Match targeting campaigns to harvest new search terms for targeting expansion.
- Utilizing all the available search term data, we launched Sponsored Brand Ads, both Video and Static creatives, to help increase brand awareness and new-to-brand customer base.
2. In-depth Optimization
- While producing results, the old structure was cultured with a huge number of targets per ad group without proper optimization of underperforming targets.
- We found over $2k worth of wasted Ad spend over the past 30 days through targeting analysis.
- With this in-depth optimization, we were able to make the old campaigns clutter-free, which also helped us improve the ROAS.
3. Roadmap to become Best-Seller
- The catalog’s top-selling ASINs are identical, and they were positioned in 2 different categories; the best-seller was in the Tools & Home Improvement category, and the other is in the Dog Grooming Showers category.
- To make the second product a Best-Seller in Dog Grooming Showers, we first did its targeting and ranking analysis. This analysis showed us that this product is being sold more on the keywords related to the Tools & Home Improvement category instead of its own category keywords.
- This was because the campaigns and targeting structure were not segregated for both products.
- We did the SQP analysis for this product, along with extensive keyword research and started segregating the targeting for both products.
- This strategy helped rank the 2nd product in its respective category.
- We also identified the main competitors in the Subcategory and engaged in aggressive competitor targeting; this strategy helped us snatch the sales from the competition.
Within 5 months from May to September, we brought the 2nd product from our catalog to the Best-Seller Rank Dog Grooming Showers. This achievement helped us increase the overall revenue and reduce the dependency on a single product.
To this day, our products are best sellers in their respective categories.
