How we grew IPW Industries sales by $251,000 in 90 days
IPW Industries is a business that sells industrial and consumer-grade products on Amazon, generating approximately $330,000 in sales per monthon the platform.
The Challenge
The owner of IPW Industries, Tai, was running low on bandwidth. He was managing Amazon, direct-to-consumer (D2C) sales, and running their warehouse—essentially handling everything related to the business. Given the size of IPW's catalog, it became increasingly challenging to keep up with all aspects of the Amazon operation.
Tai needed someone to step in, help grow the business, and free up his time so he could focus on more strategic initiatives.
The Solution
To address the challenges faced by IPW Industries, we developed a comprehensive strategy aimed at driving growth and optimizing their Amazon operations. Our approach included the following key steps:
- Strategic Campaign Structuring
- Catalog Categorization: We started by analyzing IPW's ASIN sales distribution and categorized their catalog into Tier 1, Tier 2, and Tier 3 ASINs. This allowed us to prioritize high-revenue products and focus efforts where they would have the most impact.
- Campaign Launch Timeline: We developed a timeline for new campaign launches, taking a top-down revenue approach to ensure our focus was on the products that would drive meaningful revenue growth. This timeline also included SEO updates to listings and fresh imagery for better product visibility and conversion.
- Goal Definition and Account Cleanup
- Goal Alignment: We worked closely with Tai to define specific sales goals, ROAS targets, and budget allocations for each month. This alignment ensured we were all working towards clear, measurable outcomes.
- Console Optimization: We cleaned up their ad console using the Search Term Report to eliminate wasteful spend by negating irrelevant keywords, pausing underperforming keywords, and generally optimizing campaign efficiency.
- Campaign Renaming and Bid Adjustments: We renamed campaigns for better organization and understanding. Additionally, we adjusted bids on poor-performing campaigns, not necessarily pausing them completely but nudging them in the right direction to improve performance.
- Campaign Launch and Optimization
- Foundational Campaign Launch: With Tai's buy-in, we launched foundational campaigns that have proven successful across a wide variety of clients. We followed the previously discussed timeline, utilizing a three-tier approach:
- Drive Loyalty: Targeted campaigns focused on retaining loyal customers.
- Capture Active Shoppers: Ensured we targeted customers actively searching for IPW's products.
- Build Brand Recognition: Created campaigns to increase brand visibility and recognition among new potential customers.
- Foundational Campaign Launch: With Tai's buy-in, we launched foundational campaigns that have proven successful across a wide variety of clients. We followed the previously discussed timeline, utilizing a three-tier approach:
- SEO and Listing Improvements
- SEO Optimization: Our SEO team focused on building listings with high-volume search terms while ensuring they were grammatically correct and easy to read. We aimed for a balance between optimizing for discoverability and creating listings that flowed well for consumers.
- Imagery Updates: The design team emphasized lifestyle imagery and highlighted the specific benefits, use cases, and unique features of IPW's products. This approach ensured that shoppers landing on the listings could easily understand how the products would fit into their daily lives and improve them.
Results
The results of the strategy we implemented for IPW Industries were significant:
- Sales Growth
- Sales Increase: In the 90 days prior to working with us, Tai achieved approximately $1,019,000 in sales, with a year-over-year growth rate of 22%.
- Sales After Implementation: In the first 90 days of working with us, sales reached $1,270,000, reflecting a $251,000 increase in sales. Year-over-year growth improved to 40.5%, showcasing the positive impact of our strategies.
- Account Health Improvements
- ASIN Suspension Resolutions: We resolved multiple ASIN suspensions, ensuring that more products were active and available for purchase, which directly contributed to increased sales.
- Catalog Cleanup: We also cleaned up the catalog, improving the overall account health and reducing the risk of future suspensions.
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