Discover how BetterLed’s innovative approach helped achieve sales and profit goals quickly and efficiently for a sports & outdoors brand.
⏱️Avg. reading time: 2 min
Founded in 1917 by Felice Sacchi in Italy, SILCA has grown to be a worldwide leader in the bike parts industry. The bike parts manufacturer develops products of the highest quality, manufactured to outlive their use.
SILCA couldn’t quite find the right blend to take the next step on Amazon – stuck around $50-$60k each month in revenue while not having a consistent spend and ROI on PPC. The focus was to be on maintaining margin while stimulating growth.
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 speak for themselves.
SILCA was seeing a drop in sales regardless of tactics implemented in 2021.
With a focus on margin, budgets remained the same. The data would determine Ad spend.
Because of limited budget, BetterLed was to focus on two core tenets: SEO and PPC.
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.
With a January 2022 start date, it’s easy to see the difference a clear Amazon strategy can make to a business. Simply by leveraging effective keyword research and implementing those findings into the front and back end of the catalog, organic rank started to build. And once we launched (and optimized) the PPC in March, it was parabolic.
With a start date in January 2022, we started pushing more budget to ads at the end of the month and then a bit more in February. However, because the focus was to remain as profitable as possible, we designed the campaigns for maximum efficiency. And the margins show the value.
2021 Monthly Rev/Mo: $55,000
2022 April-July Rev/Mo: $125,000
Even with an increase in Ad Spend, we were still able to maintain the same level of profitability in only three months.
Organic sales more than doubled from our collective efforts. This is strongly due to great SEO and effective PPC.
… You made me believe in PPC again.
David, CMO
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