Leveraging Root Keywords for a New Amazon Brand
Our client, a new brand in the Pet Supplies category on Amazon, embarked on their journey in February 2024. The brand was introduced with a unique and innovative product aimed at improving the lives of pets and their owners. Despite the promising product, the client had a limited budget and chose to focus on organic sales initially, delaying advertising investments until sales could justify the spending.
CHALLENGE
The pet category is very competitive on Amazon, most competitors have a strong presence and well-established products with strong review counts. As a new brand, this client faced the challenge of building keyword relevance to boost sales and establish brand recognition quickly
STRATEGY
- Root-centric listing optimization: We included the root keyword in the product listing title, such as “Cat Spray Deterrent” and “Cat Pee Deterrent Spray,” as well as in the bullet points, such as “Cat Urinating Deterrent.” We also added variants to the back-end keywords such as “Outdoor Cat Deterrent”.
- PPC strategy focused on the keyword root: We created a Sponsored Product Manual campaign, targeting “cat deterrent” with an exact match to drive relevant traffic to the product detail page. We also launched broad and phrase campaigns to complement the strategy and capture new search queries. Finally, we launched a Sponsored Product Manual campaign targeting competitor products appearing under this keyword to convert their traffic into potential buyers.
- Amazon Posts to Build Engagement: We created some posts featuring the cat deterrent product with lifestyle images and using captions that included the keyword “cat deterrent”.
- Data-Driven Optimization: We regularly monitored the ads search terms reports to identify high-performing long tail keywords and adjusted bis accordingly to maintain a competitive positioning for “cat deterrent”.
RESULTS
After 90 days of implementing this strategy, using the root keyword “cat deterrent” we had the following outcomes:
- Best Sellers Rank: The product improved its ranking from position #30 to #17 in the Cat Repellent Sprays Category.
- Organic Rank: The long tail keyword “cat pee deterrent” achieved an organic rank of #2
- Sales Velocity: The keywords related to “cat deterrent” achieved 27 orders and $666.76 in sales within 65 days
- ACOS performance: The keywords related to “cat deterrent” achieved an average ACOS of 34.32% within 65 days
Key Takeaways
- Root Keyword Focus: Building the launch strategy around the root keyword “cat deterrent” allowed our client to have a rapid ranking and sustained organic growth.
- Amazon Posts Drive Engagement: Regular posting with visually appealing and keyword-relevant content not only increased product visibility but also built brand awareness.
- Data-Driven Optimization: Consistent monitoring and adjustments to campaigns and content ensured steady improvement.
This holistic strategy helped us boost engagement, establish a strong market presence, and ensure sustainable growth in a competitive category such as the pet category.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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