Discover how BetterLed’s innovative approach helped achieve sales and profit goals quickly and efficiently for an outdoor decor brand.
⏱️Avg. reading time: 2 min
We approached California-based OnPoint Wares with a proposition to grow their business a lot in just a short amount of time. They had, and still have, a large catalog with a focus on flags and banners for businesses.
OnPoint didn’t have a process for growth on Amazon except to continue adding new products. They were looking for a way to grow without having to spend an arm and a leg to make it happen…
BetterLed was tasked with a “test-run” focused on showing the benefits of SEO and efficient PPC in order to increase organic rank and, ultimately, increase sales.
The results are alarming.
OnPoint wasn’t seeing the growth they knew was possible and it was inconsistent.
With a focus on margin, budgets remained the same. The data would determine Ad spend.
BetterLed was to focus on two core tenets: SEO and PPC. This was a test run.
We took a deep dive on current ad efficiency, brand look and identity, and dove into the core KPI’s that would determine success. In this case, the focus was on Ad Spend, Revenue, and TACoS (Total Advertising Cost of Sales).
With these goals in mind, we took to Helium10, looking for keywords and phrases to target, used past ad data to see CVR and CTR on campaigns, and got to work on the back-end copy and attributes to start building organic rank.
Using the research, we implemented new copy on the front-end and created new full-funnel PPC campaigns with multiple ad types.
With SEO implemented, PPC bids were raised and – following CVR and CTR – our targeted campaigns delivered excellent results in a niche category and brand.
Starting in November of 2022, it’s easy to see the difference a clear Amazon strategy can make to a business. By focusing on the backend and front-end SEO, OnPoint was able to see almost a triple-digit increase in their YoY sales.
And they’re still growing!
For every dollar we spend, there needs to be a return – and given the goals of OnPoint, this metric was a key performance indicator for success in the relationship. Even as ad spend increased, ROAS also increased.
With a start date in November 2022, it’s apparent that efficient PPC drove some great results. Much of this can be due to campaign structure, targeting, and strategy.
A great way to track efficiency is to follow conversion rate (CVR) along with Ad Spend. OnPoint was spending roughly $600-$800 a month on Ads before we implemented SEO changes. We drove to double that in order to focus on specific keywords gathered in our research. Even with the increase in spend, CVR increased.
Here’s the data dating back to September of 2022; BetterLed started in November 2022.
2022 Monthly Rev/Mo: $47,158
2023 Mar-Aug Rev/Mo: $77,230
Even with an increase in Ad Spend, TACoS was the most important metric – an indication of sustained profitability.
Focused SEO improvements led to higher rankings and visibility – a key driver of long-term organic growth.
… You guys are the real deal… This has been a gamechanger for our business!
Rohan, Director of Ecommerce
Book a meeting with our team to discover how we can help you achieve your business goals.
