[ Case Study ]

Overview

The Rubber Mallet brand launched on Amazon USA on December 13, 2024, with the goal of scaling its sales without relying on giveaways.

Through a combination of Amazon PPC management, listing optimization, and social proof strategies (Amazon Vine), the brand achieved over $8,500 in sales within six months. This case study outlines how structured listing optimization, cost-efficient PPC strategies, and a focus on organic visibility helped the brand grow in the competitive tools category.

[ Case Study ]

Challenge

  • Initial Conversion Rate Issues: Higher pricing compared to competitors led to slower conversions, despite well-optimized content.
  • Building Organic Visibility: Ranking for relevant keywords and achieving strong organic visibility was essential for long-term success.
  • Profitability: Balancing competitive pricing and maintaining margins while scaling Amazon PPC spend was critical to ensure sustained growth.
  • Amazon PPC Efficiency: Achieving the desired keyword ranking without overspending on PPC was a key challenge.

Solution

The brand implemented a multifaceted strategy to overcome these challenges and drive growth:

Amazon Listing Optimization for Conversion & SEO:

  • Optimized titles, bullet points, and backend terms with high-intent rubber mallet keywords for Amazon SEO.
  • Designed infographics and A+ Content to enhance buyer understanding and increase conversion rates.
  • Ensured that visuals and copy were aligned to improve CVR and support organic ranking growth from both Amazon PPC and organic search traffic.

Cost Control & Profitable Sourcing:

  • Maintained 33%+ product margins to ensure the brand could scale efficiently while keeping PPC spend manageable.
  • Used flexible pricing to remain competitive while still ensuring long-term profitability.

Social Proof Strategy with Amazon Vine:

  • Enrolled in Amazon Vine to generate early, high-quality reviews and improve buyer trust.
  • Achieved a 4.7-star rating, directly contributing to higher conversion rates and increased click-through rates (CTR).
  • During this phase, PPC campaigns were kept minimal, focusing on letting Vine reviews and optimized content drive organic performance.

Amazon PPC Campaign Structure:

  • Deployed a structured PPC strategy to drive keyword ranking and control visibility:
  • Exact Match Campaigns: Targeted high-intent keywords to drive ranking.
  • Broad Match Campaigns: Launched with conservative bids and top-of-search placement (~20%) to discover new converting keywords.
  • ASIN Targeting Campaigns: Targeted top-selling competitor ASINs for precise conquesting and increased scalability.