Case Study
PowerBlock, a fitness equipment brand, challenged Blue Wheel to help them grow topline sales and increase the number of orders placed for Elite EXP—the brand’s most popular product available only from select online retailers such as Amazon and Dick's Sporting Goods.
Case Study
PowerBlock, a fitness equipment brand, challenged Blue Wheel to help them grow topline sales and increase the number of orders placed for Elite EXP—the brand’s most popular product available only from select online retailers such as Amazon and Dick's Sporting Goods.
Conversions
Conversions from New-to-Brand Customers
Revenue Growth
YOY Increase in Total Revenue
Revenue Growth
MoM Increase in Total Revenue
Conversions
Conversions from New-to-Brand Customers
Revenue Growth
YOY Increase in Total Revenue
Revenue Growth
MoM Increase in Total Revenue
ROAS
Return on Advertising Spend
ACoS
Advertising Cost of Sales
DTC
Marketplace Advertising
PowerBlock wanted to grow its topline sales and increase its presence and ranking in the non-branded space with Elite EXP, its most popular product. This item experienced out-of-stock issues during Q1, impacting its organic ranking. The out-of-stock effect was felt throughout Q1 and mid-Q2. Blue Wheel ad specialists launched a campaign to help Elite EXP regain its top organic placement on Amazon.
Finding a balance where our campaign was winning placements and driving traffic to the product pages without spending the entire budget too quickly was crucial. This is where the Blue Wheel team’s expertise came into play. We were able to set up the PowerBlock campaign in line with our best practices to ensure the best possible results.
PowerBlock wanted to grow its topline sales and increase its presence and ranking in the non-branded space with Elite EXP, its most popular product. This item experienced out-of-stock issues during Q1, impacting its organic ranking. The out-of-stock effect was felt throughout Q1 and mid-Q2. Blue Wheel ad specialists launched a campaign to help Elite EXP regain its top organic placement on Amazon.
Finding a balance where our campaign was winning placements and driving traffic to the product pages without spending the entire budget too quickly was crucial. This is where the Blue Wheel team’s expertise came into play. We were able to set up the PowerBlock campaign in line with our best practices to ensure the best possible results.
While Sponsored Brands ad type is not difficult to set up on the Amazon Ads platform, knowing which options to turn on or off, which keywords to target, and what bids to apply is paramount for achieving desired results. The PowerBlock advertising campaign was launched with a conservative budget, but it quickly began driving traffic to product pages and generating conversions within just a few days. 99% of conversions generated by the Sponsored Brands campaign came from new-to-brand customers.
Viewable CPM (vCPM) tends to have high value, so we needed to pay particular attention to the targets we used. Amazon suggested bids between $55-$155 per 1000 viewable impressions for PowerBlock. Despite the low campaign budget, Blue Wheel achieved successful results, contributing to 1,892 page views.
Blue Wheel's best practices were implemented for this strategy, but instead of using the usual cost-per-click (CPC) model, we tested the vCPM (cost per thousand viewable impressions) model for promoting PowerBlock's dominant fitness product. Since this was being tested, a small budget was set to avoid overspending.
While we had ample Amazon ad placements for Sponsored Products and Sponsored Display ads, the Sponsored Brands campaigns were not well-represented in the PowerBlock account. As a result, we ran a Sponsored Brands Video campaign featuring Elite EXP.
Having access to excellent creative assets provided by PowerBlock, we decided to focus on targeting only proven top-performing keywords in the client’s account. Our team used keywords that had already performed well in existing campaigns and the Search Term Report. We initiated the campaign with conservative bids on these keywords and gradually increased the bids several times per week.
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