Golf Sporting Goods
MaverickX expanded a brand that sells extremely niche sporting performance goods expand their reach. We helped a Golfing accessory company, managed by certified golf addicts, discover new customers interested in improving their own golf game with products designed for enhanced on course performance. We leveraged the power of product keywords and organic ranking on google to impact attribution on Amazon. Our team was able to deliver comfortable ACOS and ROAS through a proven series of steps.
This client has been selling directly on Amazon for 20+ years, and they felt like their audience reach had stagnated a bit. They talked to our marketing experts to see if there were new channels they could explore to connect with new golfers.
Keywords and Organic Ranking
This golf brand was looking to increase incremental and new to brand sales by driving external traffic via both Google Ads and publisher partners. MaverickX helped define a strong set of keywords increases organic ranking, allowing for a quicker scale across their entire product portfolio!
Our approach to defining margin-positive started with understanding the clients product stack and margins. From there we worked to define that a succesful result would start at 250% ROAS.
In order to understand what our team was able to accomplish with this brand, it’s important to first understand what is happening in each step. Increasing the discoverability and profitability of your brand could be as simple as defining a better set of keywords for your products, or ASINs. Pair this with our teams expert knowledge and your brand could be the next we help scale beyond your own anticipation.
Our expert team worked on optimizations to the google ads 2-3x per week as well as pushing the products via set commissions to publisher partners who utilize the brand’s Attribution tags.
Understanding Attribution & ACOS
Part of our strategy involved utilizing Amazon Attribution as well as the talent of our campaign managers for optimal bid decisions. Deals info / coupon codes for net new content from publishers with the brand’s attribution tags embed. This not only supported organic rankings, but drastically improved ACOS (Average cost of sale). ACOS is the metric used to to measure Amazon PPC (Pay Per Click) advertising campaigns. It compares the amount spent on PPC campaigns to the amount earned, and it helps determine if your brand generated campaigns that were cost-efficient.
Understanding the Power of Keywords
A keyword is a word or phrase on your website that matches the words and phrases people are entering into search engines. By learning what keywords or phrases your target audience uses when they search for your product or service, you can create and optimize content to answer their query.
What are ASINs?
Amazon’s catalog boasts over 350 million products and beats Google as the first stop for product searches. To keep all those products organized, Amazon uses ASINs (Amazon Standard Identification Number), and understanding them is key to selling on Amazon successfully. An ASIN is a ten-digit alphanumeric code that is unique for each product and is assigned when you create a new product in Amazon’s catalog. When signing on with MaverickX, we enter your Product ID (ASIN) that you would like us to work with and identify the right ad tests and strategies for your brand in minutes!
The Key to Organic Ranking
What does it mean for a product to rank organically? It means that a product, aka an ASIN, is being pushed in front of potential consumers with little to no effort from the seller. This doesn't just happen, however, and that's where MaverickX comes into play. We will find the right keywords for your ASINs and push your products to the right publishers and influencers, and within 30 days you could see an increase in revenue and a decrease in ad spend, while the internet does the work FOR you.
Resulting ACOS & ROAS (30 Days)
This brand, with the help of MaverickX services and tools, was able to drive their ACOS down to 30%, which is generally where brands want their ACOS to be. As a result of a decreasing ACOS, we were able to bring their ROAS up to 280%.
More Profitable ASINs
We were able to help this brand cut their spending, and afterwards we reallocated their budget to more efficient and ad friendly ASINs. This ultimately helps with scaling their brand at a faster rate by promoting products with a higher chance of organic ranking and consumer interest.
Higher Ranking Products
By running Attribution tags (paid traffic, publisher network, etc.) we saw ASINs appear higher in search for notable and high-volume keywords. This organic boost combined with an ACOS-sensitive ad strategy and a pay-per-performance model in the Attribution network allowed for a serious amount of scale across the entire brand catalogue.
Increase in Impressions
As a result of higher ranking keywords there was an increase in search volume for their product. This resulted in a total of over 1.5M impressions, which is the number of times a customer comes across your ads/products online. This is a metric you have access to right on our MaverickX dashboard! With impressions going up, we saw an increase in engagements with said ads, which created a successful funnel for this brand.