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Necoichi Case Study
High-quality, functional, and beautifully designed products for cats and owners.
decrease in average daily BSR for prioritized products for the first month
21%
decrease in average monthly ACoS compared with the previous year
50%
growth in ad sales
in the first month
in the first month
272%
Who is Necoichi?
Necoichi develops excellent cat products that are both functional and beautifully designed to help cats live a happy life with their owners.
Client
Objectives
4
2
To rank higher
in the categories
in the categories
Increase traffic level and improve organic positions
To develop
each ASIN
each ASIN
Grow MoM sales with estimated maximum ACoS of 20%
3
1
Challenges
Pushing organic positions without additional budget
BSR push but staying within the usual bounds of profitability
Focus on developing products with bigger margins while maintaining all available products
Increasing sales and improving the performance of campaigns in a limited budget
Team
PPC
Amazon PPC Specialist Solomiia Prystupa
PM
Project Manager
Kateryna Skupovska
Kateryna Skupovska
RS
Researcher
Ludmila Aksenenko
Ludmila Aksenenko
TL
Team Lead
Daria Litucha
Daria Litucha
GS
Growth Strategist
Daria Litucha
Daria Litucha
Services provided
Rapid full-funnel experimentation
A.
Conversion rate optimization
B.
Marketplace acquisition strategy
C.
Campaign strategy
D.
Media analytics and executive performance dashboard
E.
Approach and strategy
- Pushing organic by keyword-oriented campaigns
- Individual campaigns for each ASIN to carefully control ACoS, spend, and traffic for every single product
- Using product targeting campaigns with lower CPC to balance total ACoS
- Launching Sponsored Display campaigns to get external traffic as well
The strategy is aimed at improving and maintaining organic positions and getting sales with minimal ACoS. It includes next points:
- Test Sponsored Brand campaigns to develop brand awareness
- BSR and organic positions control
- Regular budget relocation in favor of better performing and keyword-focused campaigns
- Building strong defense campaigns;
- Provide cross-targeting for upsells and increase average sales per order
Results
In the first month of work, we got sales increased by 4 times and continued to increase in the following months. Control of the spend and relocation of the budget made it possible to reduce the ACoS in comparison with the last year. The focus on increasing and maintaining organic rankings resulted in a 21% decrease in average daily BSR for products identified as requiring special attention. Over the months of our work, most products had the lowest BSR peaks in history.
We grow MoM sales with estimated maximum ACoS:
Traffic level increased:
Organic positions were improved and as a result we get more sales and better BRS:
increase in impressions for four months of work in comparison with the previous four months.
199%
increase in average monthly impressions compared with the previous year;
61%
average daily BSR improvement for prioritized products for the first month.
26%, 12%, 31%,14%
77%
increase in ad sales for four months of work in comparison with the previous year;
50%
decrease in average monthly ACoS compared with the previous year.
increase in ad sales for four months of work in comparison with the previous four months;
230%
growth in ad sales in the first month;
272%
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