Many sellers face the same dilemma when marketing low-price-point non-standard products on Amazon: fierce competition, diminishing returns on advertising investments, and stagnant sales growth. This case study examines how one seller achieved remarkable success through meticulous operational strategies.
Case Background: The Challenges of Non-Standard Low-Price Products
This case focuses on a typical non-standard, low-price product category facing several operational challenges:
- Intense competition for generic keywords: New products struggle to gain visibility for broad terms, leading to poor ad performance.
- Fragmented order patterns: Diverse customer search behaviors result in scattered keyword performance, making targeted traffic acquisition difficult.
- Short advertising campaign lifecycles: Keyword effectiveness fluctuates unpredictably, requiring constant optimization adjustments.
Product Analysis Reveals Optimization Opportunities
Initial assessment identified two critical shortcomings:
- Insufficient effective placements: Lack of precise keyword and ASIN targeting limited traffic acquisition.
- Over-reliance on single ad type: Exclusive use of Sponsored Products (SP) ads created narrow traffic channels.
Strategic Approach: The Power of Effective Placements
The seller's strategy centered on identifying and capitalizing on high-performing placements. After observing strong automatic ad performance, budgets were reallocated to manual campaigns with new targeting objectives, generating significant traffic growth.
The seller implemented a continuous Search Term Report-Performance Report (RES-PER) transfer process, converting high-performing search terms into precise ad targets. Given the inherent volatility of non-standard product keywords, the strategy maintained aggressive testing of new search terms while reallocating budgets to proven converters.
Mid-phase optimizations focused on consolidating scattered converting keywords. Later stages incorporated successful experiments with Brand (SB) and Display (SD) advertising, particularly benefiting from patriot campaign implementations that boosted product visibility.
Implementation Phases: From Focus to Diversification
Phase One: Concentrated SP Advertising
- Automatic campaign conversion analysis: Leveraged auto campaigns to identify promising keywords for manual campaign transfer.
- Long-tail keyword expansion: Avoided competitive generic terms through specialized tools uncovering niche phrases.
- Competitor ASIN targeting: Implemented precise competitor product page placements to intercept potential customers.
Phase Two: Integrated Multi-Channel Approach
While stabilizing SP campaigns, the seller expanded to SB and SD advertising with focused optimizations:
- TOS 100 analysis: Studied top 100 ranking keywords from Amazon search results to reverse-engineer competitor strategies.
- SKAG implementation: Created Single Keyword Ad Groups for granular campaign control.
- Traffic funnel construction: Combined patriot SP and SD campaigns to create conversion loops.
Data-driven software tools facilitated converting keyword reallocation, while Brand Store Videos (SBV) generated valuable mid-page traffic, initiating a sustainable circulation pattern. Through persistent RES-PER transfers, the seller established over 10 consistently converting campaigns.
Current Advertising Framework
Sponsored Products (SP)
- Keywords: Biweekly RES-PER analysis with continuous optimization.
- ASIN targeting: Strategic competitor placements.
- Automatic campaigns: Gradual phase-out as performance declined.
Brand Advertising (SB)
- SBV: Video content enhancing brand recognition.
- Headline ads: Attention-grabbing creatives improving CTR.
Display Advertising (SD)
- ASIN targeting: Precision competitor product placements.
- Remarketing: Engagement recapture from previous visitors.
Key Takeaways
This case demonstrates how data-driven advertising optimization can overcome market challenges for non-standard low-price products. Through systematic testing, strategic budget allocation, and multi-channel integration, sellers can achieve significant sales growth and category ranking improvements even in highly competitive environments.