Client Background:
Our client, a pet product brand, was generating a stable six-figure revenue on Amazon with a small product line. Despite their success, the brand struggled to scale further due to limited SKU offerings and an under-optimized advertising strategy. Scalekey was brought on board to develop a growth plan that would unlock new customer segments and drive the brand toward seven-figure revenue.
Challenge:
- Growth Plateau: With only a few SKUs, the brand had maximized its potential within its current range but needed more products to appeal to a broader audience in the pet category.
- Lack of Optimized PPC: The brand’s PPC campaigns were underperforming, leading to high ad spend with minimal ROI and limiting the reach to new customers.
Our Approach
1. Strategic SKU Expansion
Scalekey’s team conducted a comprehensive analysis of the pet category, identifying high-potential niches and products that aligned with the brand’s core strengths. We noticed growing demand for specific pet needs, such as joint supplements for aging dogs, eco-friendly grooming products, and compact accessories for smaller pet breeds. By expanding into these underserved areas, we were able to create a diverse SKU lineup that appealed to a wide range of pet owners.
Each new SKU was introduced with a clear value proposition, helping the brand capture more first-time buyers and upsell existing customers. This SKU diversification also allowed us to leverage cross-selling and bundling opportunities on Amazon, increasing the average order value and boosting the brand’s profitability.
2. Advanced Amazon PPC Strategy
Scalekey took over the brand’s PPC campaigns, restructuring them from the ground up to maximize reach, improve conversion rates, and control ad spend. Our strategy was divided into three core areas:
- Keyword Research and Targeting: We focused on keywords specific to pet needs and behaviors (e.g., “natural dog joint supplement,” “eco-friendly cat grooming brush”) and incorporated seasonal trends. By using a mix of high-converting long-tail keywords and broader search terms, we captured a larger, more targeted audience ready to make a purchase.
- Competitor ASIN Targeting: We analyzed competitor products and strategically targeted their listings to capture customers looking for alternative options. By showing up on pages for competing products, we increased brand visibility and attracted shoppers who were actively comparing similar items.
- Product-Specific Campaigns: For each new SKU, Scalekey set up dedicated campaigns tailored to the product’s unique features and benefits. This approach allowed us to test ad copy and images, fine-tune bids, and monitor performance, ensuring that each ad dollar was spent on driving relevant traffic to the specific products customers were looking for.
3. Continuous monitoring
Continuous monitoring and optimization of bids helped us keep the Advertising Cost of Sales (ACoS) in check, while also allowing for adjustments based on real-time performance data. Over time, this led to higher click-through rates (CTR) and conversion rates, making our ad spend significantly more efficient.
4. Maximizing Visibility Through Cross-Promotion
With the new SKUs in place and PPC campaigns optimized, Scalekey leveraged cross-promotional strategies within Amazon’s ecosystem. We positioned related products in “frequently bought together” sections and recommended products, creating multiple touchpoints for potential buyers to discover and purchase more from the brand.
Results:
Through focused SKU expansion and a data-driven PPC strategy, Scalekey successfully propelled the brand from six figures to seven figures on Amazon. Key outcomes included:
- Revenue Growth: The brand achieved seven-figure revenue within 12 months, driven by both new customer acquisition and increased purchase frequency among existing customers.
- Doubled Average Order Value: Cross-promotions and bundling opportunities with the new SKUs doubled the average order value, as customers began purchasing multiple items in a single transaction.
- 30% Lower ACoS: The refined PPC strategy led to a 30% reduction in ACoS, optimizing the ad spend and significantly improving return on ad investment.
- Increased Brand Visibility: Competitor ASIN targeting increased brand exposure by 40%, driving more organic traffic and sales.
Client Feedback “Scalekey’s ability to scale our Amazon brand with precision was beyond our expectations. Their PPC expertise and SKU expansion strategy opened up new markets for us in the pet category. We couldn’t have scaled to seven figures without their guidance and hands-on approach.”
Conclusion This case demonstrates Scalekey’s ability to scale Amazon brands through strategic SKU expansion and a targeted PPC strategy. By adding well-researched products to meet specific customer needs and maximizing ad performance, Scalekey turned a promising pet brand into a thriving seven-figure business.