Case Studies – Coral8

Sponsored Product Ads Management

Our Client

Client is in the Tools & Home Improvement niche with approximately 20 SKU’s, 50% of which generate the bulk of revenues. The company has a huge focus on customer satisfaction, achieving an astounding 100% Lifetime Positive Feedback Rating – something that many would consider impossible.

Our Challenge

Roughly 25% of client’s product mix face high levels of competition and their products’ USP was not considered strong. In order to carry momentum pushing sales, client’s overall Sponsored Products PPC ACoS was well over 100% upon initial engagement. Client was also concerned about their AMS campaign performance.

Our Work

Coral8 initially assessed the existing campaign structure and provided a new architecture for client to review to streamline account management & performance. Once client approved the new account architecture and provided their SEM objectives, Coral8 utilized data-driven decisioning in a gradual fashion to strive for client’s goals via bid management, keyword selection, and campaign structure analysis.

The Results

In January 2018, PPC sales were $150-200 / day, while ACoS ranged from 80%-140%.

By June 2018, PPC sales increased to $500 – 1,000+ / day, while ACoS dropped to 20-25%.

Please refer to the following graphs.

Reports

Complete SellerCentral Management

Our Client

Client carried products across several unrelated product niches under 1 brand with approximately 50 SKU’s, 20% of which generate the bulk of revenues..

Our Challenge

The majority of client’s product catalog face high to medium levels of competition and their products’ USP was not considered strong. Client’s overall Sponsored Products PPC ACoS was well over 50% upon initial engagement. Despite the account’s volatile statistics due to frequently changing product mix and purchase price changes, client’s intention was to control their account through Coral8’s managed PPC optimization.

Our Work

Coral8 initially assessed the existing campaign structure and suggested a new architecture for client to review to streamline account management & performance. Once Coral8 finalized the strategy, Coral8 utilized data-driven decisioning over a period of time and optimized using bid management, keyword selection, and campaign structure analysis.

The Results

In October 2016, PPC sales were approximately $1,000 / day, while ACoS ranged from 50%-115%.

By April 2017, PPC sales changed slightly to $1,000 – 1,800+ / day, while ACoS dropped to 20-30%.

Please refer to the following graphs.

Reports

VendorCentral Consulting and AMS Management

Our Client

15-year omnichannel brand with an Amazon VendorCentral relationship engaged Coral8 in June 2018 with several simultaneous needs, including PDP (product detail page) optimization, marketing innovation, and new product launch.

Our Challenge

The most urgent & immediate initiative was to aggressively launch a new SKU which client’s was concerned that their internal sales forecasts may have overestimated market demand.

Our Work

Coral8 architected a phased Amazon Marketing Services (AMS) implementation to simultaneously drive sales and also to collect & analyze market data.

The Results

Along with a sudden boost in the new product’s sales velocity to meet weekly sales objectives, Coral8’s (AMS) implementation increased overall Amazon sales by 10%, after having only created 20% of the total number of potential AMS campaigns tailored to this one product.

Additionally

In July 2018, client replaced their existing flagship product line, which represented 50% of entire vendor catalog, with a new model line. Despite concerns about ability to ramp up sales volume, Coral8 was able to advise sales velocity boost for the new line to match outgoing product line within less than 1 week.

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