THE BRAND

This brand operates in the pet care industry. They have one key product of which there are some product bundles and other complimentary products. This product is arguably the best within its niche and we could see great potential. However, they were facing counterfeits of their products and black hat competitor review strategies directly targeted at their brand.

THE CHALLENGES & THE STRATEGIES

1. Improve Review Score & Review Count
Help them remove counterfeit resellers and fake negative reviews.

Address any genuine negative reviews and report them to the brand to improve on product development.

Address legitimate negative reviews on the product listings and storefront to give customers realistic expectations.

2. Outperform & Remove the Counterfeit Brand

Create product multipacks to gain a greater market share.

Create custom PPC campaigns, each with a higher target ACoS (e.g. for counterfeit brand name keywords and for highly relevant keyword).

3. Increase Brand Sales & Growth

We applied our key strategies to position the brand optimally for increased sales and growth. In addition to the key strategies, we tailored a few to the brand such as creating product bundles and introducing their product range to the UK and EU Amazon marketplaces.

THE RESULTS

Increased profit, sales, BSR, exposure, clicks, click and conversion rates, review score, review count. One example of improved review score is we reversed top selling ASIN from 2.9/5 rating to 3.6/5.

They now have full control of their brand with no counterfeit resellers or negative black hat reviews. In addition, we have helped them improve product design from the consumer feedback research gathered. There are less leakages with an improvement in the packaging and it is easier to apply the product with the improved bottle top design.

Also, by setting expectations through adding to the bullet points and A+ Content of the listings, as well as creating an additional page on the storefront, we addressed legitimate negative reviews. In turn, these negative reviews were significantly reduced as customers were made more aware of the conditions in which the product is most effective.

Our customized PPC campaigns and ACoS ensured that the brand was positioned to outbid the competitor brand. This included targeting the competitor brand’s name and ASINs to take market share directly from them, as well as highly relevant terms that required a more aggressive ACoS to outbid them.

Also, by creating product multipacks we not only helped the brand cater for more of their target market (i.e. those that wanted to make larger orders at slightly discounted prices), but we ensured that the additional listings created also ranked on Page 1 for relevant search terms, making it harder for the counterfeit brand to rank, as well as legitimate competitors.

We did this organically through strategies such as positive review generation and advanced listing optimization, as well as with ads by creating additional PPC ads for the product bundles made so that they took up more ad space. This meant more exposure for the brand and less for their competitors.

Here is the total sales increase in the first 4 months of working with the brand: