Downtown Pet Supply Increases Amazon Revenue by +40%

Downtown Pet Supply offers a variety of pet care products, pet supplies & pet food. Although most online pet stores are re-sellers, who buy warehouses full of products from someone else and re-sell them for a hefty profit, Downtown Pet Supply makes their own products. They’ve also generated more than 100,000 5-star customer reviews and today they are recognized as one of the top pet supply brands on the Marketplace.

Downtown Pet Supply teamed up with CPC Strategy in September 2015 to scale their Amazon advertising efforts.

Overview

Downtown Pet Supply turned to CPC Strategy to improve their ecommerce presence & expand their customer reach. In order to do so, they knew they would need to establish Amazon advertising campaigns to increase product discoverability and drive conversions.

In Q4 2017, we also worked with Downtown Pet Supply to implement an advanced promotions strategy utilizing “Amazon Coupons” (a new feature available to Third Party Sellers in Seller Central).

Downtown Pet Supply Primary Goals:

Implement Strategic Amazon Coupon Strategy
Grow Amazon Sales & Lower ACoS

The Results

Period Analyzed: December 2016 compared to December 2017 (YoY)

%

Increased Revenue

%

Decreased ACoS

Goal 1: Implement Strategic Amazon Coupon Strategy

In November 2017, Amazon introduced “Coupons”, a new feature to 3Ps in Seller Central. In the past, only Amazon Vendors had access to Coupons but this was the first time it was also available to third party sellers.

We encouraged Downtown Pet Supply to take full advantage of the new coupon offerings and here’s a few reasons why:

1) Powerful Targeting Options:

Instead of offering a generic coupon to all their detail page visitors, CPC Strategy worked in conjunction with Downtown Pet Supplies to implement an advanced promotion strategy with granular coupon targeting.

As a result, we were able to place the right product promotions in front of the shoppers most likely to convert.

We targeted:

Amazon Prime members
Amazon Student members
Customers who viewed certain ASINs
Customers who purchased certain ASINs
And more.

2) Competitor Advantage

Not only did Coupons provide us with powerful targeting options, they also helped to set Downtown Pet Supply apart from their competitors. Amazon Coupons provided valuable real-time data on Downtown Pet Supply’s customers, giving us better insight into how their products were selling using this new promotional technique.

Goal 2: Grow Amazon Sales & Lower ACoS

We also worked directly with Downtown Pet Supply’s team to scale their Amazon advertising efforts, increase revenue and maintain a low ACoS.

We did this by optimizing their Sponsored Product Ads, using data from their automatic campaigns to build out manual campaigns.

Manual campaigns allow brands to fine tune their product targeting based on the relevancy of the keyword(s) and set bids on individual keywords that target relevant searches. As a result, Downtown Pet Supply products became discoverable and buyable to customers.

We also introduced Headline Search Ads to drive traffic to their retail brand page and target ads by keywords through high visibility placement in the search results.

Today, Downtown Pet Supply & CPC Strategy communicate and review ad performance reports on a weekly basis to ensure their campaigns are continuing to grow and remain profitable.

“We have continually hit and exceeded our revenue and advertising goals. Everyone we have worked with is friendly, communicative, and knowledgeable about e-commerce and driving traffic. Most of all, we appreciate how CPC Strategy constantly innovates by implementing up-to-date industry best practices, coming up with new ideas, and exploring new concepts. We look forward to continuing our tremendous growth with CPC Strategy into the future.”

Kevin Hong

Partner, Downtown Pet Supply

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