Current Performance Metrics:

• Sales Growth: £518k achieved so far in 2024, with an average monthly sales figure of £86.33k.
• Growth Rate: Over 100% increase in monthly sales compared to last year.
• Milestone: The brand is poised to exceed £1M in sales by the end of its third year.

Business Context:

The brand operates primarily on Amazon, with a growing presence in other European marketplaces. The beauty niche is highly competitive, requiring high-quality content and the establishment of authority to succeed.

Key Challenges:

• Low barriers to entry (newer brands often fail due to poor ratings), make it a sensitive and challenging sector to thrive in.
• Previous Year’s Performance: Sales totaled £462k, with an average of £38.5k per month, primarily establishing a baseline for this year’s success.

Strategies for Growth:

1. Extensive Keyword Research

• Leveraged Helium10 and DataDive to conduct deep-dive keyword research.
• Compiled a comprehensive list of high-potential keywords tailored to the beauty niche.
• Focused on gathering and processing meaningful data to inform campaign strategies effectively.

2. Product Listing Optimization

• Refined product titles, bullet points, and descriptions with high-performing keywords.
• Followed guidelines from industry expert Steven Pope to enhance listing quality.
• Result: Higher organic rankings and better conversion rates across the catalog.

3. PPC Campaign Optimization

• Console-Based Adjustments: Identified immediate changes through Amazon’s Ads Console, including bid optimizations and campaign restructuring.
• Search Term Analysis:
  • Categorized targets into actionable segments (e.g., high potential, high ROAS, high ACOS).
  • Made informed decisions on bid adjustments, placements, and budget allocations.
• SQP Report Utilization:
  • Analyzed Search Query Performance reports for the last two quarters.
  • Focused on areas with low market share but strong conversions and targets with high sales potential yet untapped in PPC.
• Impact: Enhanced ad efficiency, reduced wasted spend, and maximized ROI

Key Takeaways

• Strategic Keyword Research: Tools like Helium10 and DataDive are invaluable for discovering growth opportunities.
• Listing Optimization: Well-crafted listings drive organic visibility and build customer trust.
• Data-Driven PPC Management: Regular analysis of search terms and market share metrics leads to sustained performance improvements.
• Collaboration: Transparent communication with the client ensured swift implementation of impactful changes.

With the right mix of automation, expertise, and market insights, we’ve successfully positioned this beauty brand for long-term success in a competitive niche.