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Hawkeye Digital

Case Study – Specialty 12V Batteries (Amazon)

Overview

Initial Data Analysis:

Beiter Battery has been one of our longest clients (Since early 2019) and this case study represents a part of our ongoing analysis and improvement efforts.

  1. Keyword Analysis:
    • Identified which keywords were driving sales.
    • Noted keywords with high impressions but low click-through rates (CTR).
    • Highlighted high-spend keywords with low conversions.
  2. Ad Spend vs. Sales:
    • Calculated the average cost per click (CPC) and the cost per conversion.
    • Determined the Return on Ad Spend (ROAS) to understand the profitability of current campaigns.
  3. Competitive Analysis:
    • Studied competitors’ PPC strategies, including utilising Reverse ASIN tools and keyword placements of competitors
    • Noted top-ranking ASINs and ad placements.

Strategic Approach Based on Data Analysis:

  1. Refined Keyword Strategy:
    • Incorporated long-tail keywords specific to 12V batteries and their applications.
    • Removed or reduced bids on under-performing, costly keywords.
    • Ongoing introduction of negative keywords to exclude irrelevant traffic.
  2. Enhanced Ad Creatives:
    • Developed new ad copy focusing on USPs of Beiter DC’s specialty batteries.
  3. Budget Reallocation:
    • Reduced spend on low-performing campaigns.
    • Allocated more budget to high-performing keywords and time slots.

Post-Campaign Data Analysis:

  1. Sales and Conversion Data:
    • Monitored the number of sales generated from PPC campaigns.
    • Calculated the conversion rate to gauge the effectiveness of the refined strategy.
  2. Keyword Performance:
    • Analyzed which new keywords were driving sales.
    • Adjusted bids for high-performing keywords to maximize visibility.
  3. Ad Spend Analysis:
    • Continuously monitored CPC to ensure the budget was being used efficiently.
    • Adjusted budget allocation based on campaign performance.
  4. Feedback and Reviews:
    • Monitored customer feedback from sales driven by PPC to understand product reception and areas of potential improvement.

  1. Increased Visibility: Beiter DC Power saw a 55.6% increase in impressions on Amazon,
  2. Higher Sales: Monthly sales from PPC campaigns increased by 19%.
  3. Improved ROI: ROAS increased from 5.28 in previous campaigns to 7.41 with the new strategy, an increase of 40%
  4. Enhanced Organic Rankings: With better sales from PPC, Beiter DC Power products began ranking higher organically for several key terms.

Results:

Jul 30 to August 29, 2023

August 30 to September 29, 2023 (Main changes were made between September 7 and September 9)

September 22 to October 22, 2023


Conclusion:

By continually iterating and taking advantage of new developments in Amazon’s advertising offerings, Beiter DC Power was not only able to enhance their immediate sales but also improve their overall presence on the platform.

Regular data analysis and strategic adjustments are paramount for successful and sustainable PPC campaigns.

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