Blue Wheel thoroughly reviewed Juzo's account on Amazon and with most products having positive reviews, this indicated a good potential for sales. The challenge was to select the right products to feature and capture customers' attention. After performing a product audit, we identified Basic Stockings, Soft Compression (upper and lower extremity), and Dynamic Stockings as the top 3 product categories on Juzo’s Store page.
There was a lack of PAT-type campaigns (Product ASIN targeting; advertising by ASIN instead of keywords) in the client’s defensive campaigns (aiming to keep the brand name protected with brand name search terms). Our team wanted to ensure we had PAT-type campaigns set up, as this advertising method hadn’t been utilized previously.
Defensive campaigns focused mainly on promoting single products or very few products, so we aimed to showcase entire categories and drive customers to Juzo’s Store page. This way, customers could browse the brand’s catalog at no additional cost per click, and become more familiar with the product range.
Offensive campaigns (aiming to expand the brand by reaching potential new customers with general search terms) were mainly centered on targeting and conquesting competitors, but we encountered limited success. Either the ACoS was very high or we struggled to secure ad placement. Our primary concern was to keep customers engaged with the brand’s products.
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