Arc Helps Brand Navigate Amazon Marketplace

In the highly competitive infant probiotic space, Infinant Health needed to optimize their presence on Amazon and get the most out of their ads and sponsored placements while keeping their cost-per-order under $70.

By taking over an existing account, it was important to look at past performance and develop our own plan for future success. To get there, a stair-step approach was employed to ramp up the program in a smart and efficient way. Month 1 was learning, month 2 was identifying strongest converters, and month 3 and beyond was focused on optimizations for highest revenue generation.

Armed with a plan to learn and leverage existing strengths while developing new and improved tactics, Arc got to work:

Month One

• Understand the market with extensive research on types, volumes, and competition​
• Focus on branded search and placements on the product detail pages of competitive products
• Achieve sales at a reasonable cost-per-order​ while learning what works best

Month Two

• Determine Amazon targeting tactics and ad types that are the effective sales generators for the product​​
• Begin A/B testing product title listings and other elements
• Continue to bring in sales at a reasonable cost-per-order​ while honing in on the best approach

Month Three

• Launch sponsored display ads for remarketing and continued product visibility at low cost​​​
• Continue A/B testing on product title listings and other elements 
• Continue competitive placement for customer consideration​
• Introduce video creative through sponsored brand placement
• Use all our learnings to maximize revenue-generating spend with best performing campaigns

By utilizing this stair-step approach, Arc was able to ramp up the program while continue to provide sales and maintain responsible use of the budget. Over the course of the initial 3-month process, Arc achieved positive results while gaining the knowledge and insight to continue improving campaign performances thereafter.