Case Study: Revitalizing Stonz’s Amazon Advertising & Marketing

Gaining Incremental Sales on Amazon Through Effective Advertising

Stonz Kids Footwear, a renowned brand specializing in high-quality winter footwear for children, sought to optimize its Amazon sales strategy to drive growth and maximize return on ad spend (ROAS). The company had previously engaged with another vendor, but the results were underwhelming, as the broad targeting approach failed to yield significant returns.

  • 800% Increase in Sales in Canadian Marketplace
  • Doubling ROAS in US Marketplace
  • Halving ACoS across all Marketplaces

The Challenge

The primary challenges that Stonz faced was that their product was a higher-value & higher-priced product than similar generic style products on Amazon. This creates a challenge for a commodity lead marketplace such as Amazon. Also, they had previously engaged with an Amazon marketing agency that had used quite broad targeting to increase the visibility of their products but not necessarily the sales. They also had the following three challenges

  1. Ineffective Targeting: The previous vendor’s broad targeting strategy resulted in a significant portion of ad spend being wasted on irrelevant keywords and audiences.
  2. Suboptimal Listing Optimization: The product listings lacked the necessary optimization to attract and convert potential customers.
  3. Low ROAS: The low return on ad spend indicated that the advertising campaigns were not generating sufficient sales to justify the investment.

Solution

  • Amazon A+ Pages Review
  • Amazon Ad Account Overhaul
  • Review Message Strategy Implementation

To address these challenges, we implemented a comprehensive strategy focused on targeted advertising, optimized listings, and data-driven insights:

  1. Targeted Advertising:
  • Branded Search: We prioritized branded search campaigns to capture customers actively seeking Stonz products on Amazon. By bidding on brand-specific keywords, we ensured that Stonz appeared prominently in search results, driving direct traffic to their product pages. This also stopped competitors from ‘sniping’ Stonz sales.
  • ASIN Targeting: We implemented ASIN targeting to focus on specific product listings and maximize their visibility. We targeted both complimentary as was as brand products to increase visibility but mainly to ‘shut out’ any competition on the Stonz products.
  • Keyword Optimization: We conducted a thorough keyword audit to identify high-performing keywords and eliminate underperforming ones. By refining the keyword strategy, we ensured that ad spend was allocated to keywords with the highest potential for conversions.
  1. Listing Optimization:

In addition we worked with the Stonz team to enhance the listings. This is now a process that the Stonz internal team continues to work on.

  • Enhanced Product Titles and Descriptions: We helped them optimize product titles and descriptions to include relevant keywords and compelling selling points. This improved search visibility and encouraged customers to click through to product pages.
  • High-Quality Images: We ensured that product images were of high quality, showcasing the product from various angles and highlighting key features. As well we ensured that there were no gaps in their A+ pages.

Customer Reviews and Ratings: Using a messaging strategy we encouraged customers to leave reviews and ratings to build social proof and enhance product credibility.

Results

The implementation of these strategies yielded significant improvements in Stonz Kids Footwear’s Amazon sales performance:

  • 800% Increase in Sales: The Canadian marketplace experienced a dramatic surge in sales, demonstrating the effectiveness of targeted advertising and optimized listings. It also helped to ensure an overall increase in the level of sales across all channels as Stonz was no longer losing customers to Amazon sales.
  • Doubled ROAS: The US marketplace achieved a significant increase in ROAS, indicating that the ad spend was generating a much higher return on investment.
  • Halved ACoS: The overall advertising cost of sales (ACoS) was reduced by 50%, optimizing the efficiency of the advertising budget.

What next for Stonz?

The success of the Amazon channel for Stonz has meant that it is now a viable channel for them. They have increased their inventory position in the platform and plan to further the reach of their products in this channel

If you are interested in adding Amazon as a sales channel or you are already using Amazon but not getting the results you were hoping come talk to us…

 


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