Maximizing Revenue: Achieving $100K/Month for Seasonal Brand with 7-Month Sales

Challenges Faced

The brand encountered several significant challenges that were hindering its growth and success:

1. Niche Seasonality: The brand’s products are seasonal, leading to inconsistent sales and difficulty predicting when to invest in advertising.
2. Category-related Issues: The brand faced issues with how its products were listed on online marketplaces, such as certain variations not appearing in search results and confusing variation titles.
3. Insufficient Running Keywords: Despite investing in PPC campaigns, the brand’s chosen keywords were not driving enough relevant traffic to its website.
4. Difficulty in Distinguishing: Due to low market demand, the brand had difficulty distinguishing between search terms that were performing well and those that were not, making it hard to allocate its advertising budget effectively.

Plan Of Action

Captens devised a comprehensive plan to tackle the challenges faced by the brand, focusing on five key strategies:

1. Listing Copy Improvement: The listing titles, bullet points, and descriptions were enhanced by adding relevant search terms, updating images, and implementing Enhanced Brand Content (EBC) to improve customer experience.
2. Campaign Restructuring: All campaigns were restructured, with low-impression keywords from Phrase campaigns being removed and run in separate campaigns based on search volume.
3. New Keywords Testing: New root keywords were tested in Phrase campaigns to identify more relevant search terms.
4. Targeting Good Ranked Keywords: Keywords with first-page rankings in Phrase campaigns were targeted to obtain good search terms with low cost-per-click (CPC).
5. Top Performing Search Terms: Good-performing search terms from Phrase campaigns were identified and tested in Exact campaigns to improve rankings and conversion rates (CVR).

Results We Brought

1. Targeted Keywords: Extensive research and analysis of search terms related to the brand’s products helped to identify and incorporate highly relevant keywords into the website’s content, meta tags, and headings to improve SEO.
2. Top-performing Search Terms: Regular monitoring and adjustment of the SEO strategy to focus on the search terms that generate the most traffic and conversions led to an increase in the website’s conversion rate (CVR) and more sales.
3. Peak Season Sales Goal: Based on historical sales data and market trends, a goal had been established for the brand to achieve consistent $100,000 in sales during the peak season period (June, July, and August).
4. Comprehensive Sales Growth Strategy: A strategy was developed that included targeted advertising campaigns, email marketing, and social media outreach to achieve the sales growth goal.
5. TACOS Optimization: To ensure cost-effectiveness, a target was set for the Total Advertising Cost of Sales (TACOS) to remain below 7.5%. Continuous monitoring and optimization of advertising spend across various channels has helped to maintain a TACOS below the target while still driving sales and revenue growth for the brand.

Overall, the improved SEO strategy and comprehensive sales growth strategy helped the brand to increase visibility, drive traffic, and generate more sales.

Increased Sales 3x:

1. January:

• Sales: $4,799.23
• PPC Sales: $2,226.01
• Spend: $838.15
• ACOS: 37.65%
• TACOS: 17.46%

2. February:

• Sales: $11,645.25
• PPC Sales: $3,838.20
• Spend: $1,533.63
• ACOS: 39.96%
• TACOS: 13.16%

3. Projected March Sales: $25,000