The challenge they faced on Amazon
Lack of Active Deals
Frownies did not run any active promotions during Black Friday week, unlike many competitors in the category.
Competitive Landscape
Increased competition during November led to deal-driven browsing behavior, with shoppers exploring more options before committing to purchases.
Slow-Moving Products
Certain ASINs underperformed, requiring targeted interventions to improve their visibility and sales performance.
Strategies for Success
RT7 Digital implemented a multifaceted strategy to address these challenges and ensure robust performance:
Competitor Insights through Rufus:
Leveraged the Rufus platform to identify top-performing competitor products frequently purchased within relevant categories.
Enhanced targeting allowed Frownies to capture shoppers searching for similar products, increasing campaign efficiency and driving conversions.
Sponsored Brand Campaign Launch:
Introduced a new Sponsored Brand campaign directing traffic to the Growth 1 portfolio ASINs.
This initiative aimed to boost visibility and sales of slow-moving products, particularly during Black Friday week, maximizing their conversion potential.
SEO and Title Audit:
Initiated an SEO and title audit for underperforming products to enhance discoverability.
Recommendations for improvement will aim to increase visibility and conversion rates in the long term.
Bid and Placement Adjustments:
Continuous bid and placement audits ensured bidding efficiency, maintaining visibility without overextending budgets.
These adjustments were particularly important given the absence of active deals, allowing Frownies to remain competitive.
Budget Management During Peak Shopping Hours:
Increased daily budgets during Black Friday week to maintain campaign delivery and capture heightened shopper intent.
Ad spend rose by 17% MoM, reflecting a strategic response to extended shopping hours and increased traffic.
Data-Driven Campaign Optimization:
Regular audits of campaign placements and CPCs ensured cost control while maintaining performance.
Remarketing strategies re-engaged potential customers, driving incremental sales.
Key Metrics
Total Account Sales: 90.2% YoY growth, 12.9% MoM increase.
Campaign Sales: 2% MoM growth.
Impressions and Clicks: Increased by 13% and 18% MoM, respectively, due to heightened traffic during Black Friday week.
ACOS: Ended the month at 16%, reflecting a 2% increase attributed to deal-driven browsing behavior.
Click Conversion Rate: Dipped by 0.98% MoM, highlighting the impact of shoppers exploring multiple options during Black Friday.
Conclusion
Frownies’ exceptional performance on Amazon in November 2024 underscores the effectiveness of targeted advertising and strategic campaign management. Despite the absence of active deals and increased competition, RT7 Digital’s tailored approach drove significant growth in account and campaign sales. By leveraging competitor insights, optimizing campaigns, and maintaining bidding efficiency, Frownies successfully capitalized on the peak shopping season while laying the groundwork for sustained performance improvements.
Results in numbers
90.2%
YoY growth
12.9%
MoM increase
