SeatShield Case Study

The original USA patented
waterproof car seat covers

Who is Waterproof SeatShield?

Waterproof SeatShield is a patented waterproof car seats and belts protectors brand. Covers that perfectly protect automobiles from sweat, dirt, food and gunk after sports, exercise and outdoor activities. Their main motto is “Stop sitting on towels!”.

Client

Objectives

2

Increase brand awareness and traffic level

Keep sales and ACoS at an estimated level during the low season

Grow MoM and YoY sales with estimated maximum ACoS of 30%

3

1

Challenges

Develop Sponsored Brands while some products are out of stock

Keep positive dynamics in account in periods out of stock

Highlight the advantages of the product to implement a strategy of growth

Keep sales profitable all year round, despite the strong seasonality of the products

Recovering after severe inventory issues, which influenced the sales level

Team

PPC

Amazon PPC Specialist Solomiia Prystupa

PM

Project Manager
Kateryna Skupovska

RS

Researcher
Ludmila Aksenenko

TL

Team Lead
Daria Litucha

GS

Growth Strategist
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

Brand awareness strategy includes:

- Pushing brand keywords in Sponsored Products campaigns
- Launching Sponsored Brands campaigns with different products variations
- Optimization on a weekly basis

In high season:

- Pushing all types of campaigns(SP, SB, SDA) for main keywords
- Launching attacking campaigns to be shown on competitors listings and take over their traffic
- Launching individual campaigns for top-selling ASINs
- Increase visibility by bids raise, testing different keywords variations
- Every week optimization (adding negative keywords, increasing/decreasing bids, pausing not effective keywords, placement adjustment)

The approach is based on the differentiation
of the strategy depending on the season

In low season:

- Focus on best-performing products, keep only profitable campaigns
- Stop research campaigns and push only well-working keywords and product targeting
- High attention to spend control
- Development campaign types with low CPC
- Strong optimization

Results

For Waterproof SeatShield main target is long-term sales increase while staying within target ACoS. Since October 2020 we have increased sales by 24% and decreased average monthly ACoS by 15%.

Attack strategy in the high season allows us to keep high organic positions with main keywords.

Optimization strategy in the low season allows us to keep profitable sales and even increase monthly sales in the low season by an average 92%.

We achieved significant results in sales growth:

Increased brand awareness and traffic level:

Increased traffic level:

annual growth in Sponsored Brands impressions.

179%

increase in average monthly impressions;

32%

decrease in average monthly ACoS.

15%

annual growth in ad sales;

24%

increase in average monthly sales in the low season.

92%

decrease in average monthly ACoS in the low season;

43%

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