A trusted pet brand dedicated to improving the health and happiness of dogs through high-quality supplements, delicious treats, and the unique ahiflower omega oil that enhances a dog’s skin, coat, and joints. Under Amazon's highly competitive pet supplements and pet care categories, the client launched a new product, the paw protector balm, to protect dogs' paws from extreme weather conditions like hot pavement, ice, and salt.
Product launch
Scale the Paw Protector to become a top-selling SKU through a structured Amazon Advertising strategy in Q4
Month 1: Initial Launch – Sponsored Products (Auto & Manual)
- Goal: Generate traffic, gather keyword data, and drive initial sales.
- Sponsored Products Auto Campaign
- Launched an auto campaign with four targeting groups: close match, loose match, substitutes, and complements.
- We focused on bid optimization to identify high-converting search terms.
- Sponsored Products Auto Campaign
- We created exact-match campaigns for core keywords like "dog paw balm" and "paw moisturizer for dogs."
- Used broad match & phrase match to expand the reach and discover new keyword variations.
- Ran ASIN targeting campaigns to appear on competitor product pages with lower reviews.
- Sponsored Products Auto Campaign
Month 2: Scaling - Sponsored Products Optimization & Adding Sponsored Display
Goal: Optimize targets, reduce wasted spend, and increase conversion rates.
- Sponsored Products – Bid Optimization & Negative Keywords
- Increased bids for high-performing exact match keywords to improve ad placement.
- Added negative keywords to eliminate irrelevant clicks and improve ROAS.
- Sponsored Display – Retargeting & Competitor Targeting
- Launched audience retargeting campaigns targeting customers who viewed but didn’t purchase.
- Used category targeting to appear on listings of lower-rated competitor products.Targeted customers who previously purchased dog supplements & paw wipes from our brand.
Month 3: Scaling to a Top Seller – Expanding Sponsored Display & Increasing Bids
Goal: Maintain high sales velocity and push for category dominance.
🔹 Sponsored Display – Expanding Retargeting & Audience-Based Ads
- Increased bid aggressiveness for retargeting campaigns.
- Launched a lookalike audience campaign targeting shoppers who purchased similar products.
🔹 Sponsored Brands – Brand Awareness & Cross-Promotion
- Created Sponsored Brand Video Ads showcasing the balm’s protection against extreme weather.
- Used custom Storefront landing pages to drive traffic from Sponsored Brand Ads.
🔹 Budget Adjustments & Seasonal Strategy
- Increased budgets on weekends & peak shopping hours when pet owners were most active.
- Implemented Prime Day & deal-specific ad pushes for maximum visibility.
Results After Month 1:
- Sales: 140 + units
- Click Thorugh Rate (CTR): 0.20’%
- Conversion Rate (CVR): 22%
- High-performing search terms were identified for scaling the manual SP campaign.
Results After Month 2:
- Sales: 170 + units
- Conversion Rate: 35%
- CTR: 0.48%
- Organic ranking improved for top keywords performing
Results After Month 3:
- Became the #2 best-selling SKU in the brand’s catalog
- Sales: 350+ units/month
- ROAS stabilized at 2.0
- Organic keyword ranking: Top 5 for "paw protector"
Key Advertising Takeaways
- Full-Funnel Approach: Used Sponsored Products for discovery, Sponsored Display for retargeting, and Sponsored Brands for brand awareness.
- Optimization: Adjusted bids based on ACoS, conversion rates, and seasonal trends.
- Sales Velocity Drove Organic Ranking: Paid traffic boosted visibility, improving organic rankings and total sales.
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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