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Grandpa Beck's: Rules of the Game
Amazon
A well-established, family-owned company, Grandpa Beck’s Games, approached FME with the goal of growth and optimization after their success on Amazon had plateaued with their cornerstone card game, Cover Your Assets. Looking to become more competitive in the evolving Amazon marketplace, they turned to the marketing pros at FME.
14%
ACoS on $180K in Sales over 6 Months
30%
Increase in Holiday Sales Revenue
40%
Increase in YOY Sales
12.73%
ACoS on $1.5M in sales
Dealing the Cards
During the initial analysis of their account, FME identified the challenges Grandpa Beck’s Games were facing with competing in the marketplace on Amazon. Delving into their sales history, product listings, and previous ad campaigns, it was revealed that while their overall account health was good, their listings and ad campaigns needed to be optimized and restructured for continued competitiveness in the marketplace.
Their main challenges consisted of a lack of extensive promotion, mostly limited to word-of-mouth, and competing with contemporary competitors in the card game category. It became clear that to have continued growth, Grandpa Beck’s Games needed to capture new customers by updating their overall brand appeal and implementing sponsored brand ads to boost conversions.
Betting on Success
Approaching the client’s individual goals of growth and optimization, FME compiled market and keyword valuation research data to effectively strategize the best way to optimize Grandpa Beck’s products, convert new customers on Amazon, and successfully implement future PPC campaigns.
Starting with their five existing product listings, FME utilized proven optimization methods, including revamping product copy using high-valued keywords to reach prospective customers best. Also, implementing sponsored brand ads to improve brand engagement, competitiveness, and conversions even further.
A Winning Hand
Grandpa Beck’s Games established its business relationship with FME in April 2019. Following the optimization of their product catalog and sponsored ad campaigns, they experienced a massive increase of 40% in sales from the same point the previous year. After achieving a 14% ACoS on $280K in PPC sales for their existing products, the brand launched a new and highly-awaited card game, Cover Your Kingdom, during the holiday season which led to a 30% increase in sales revenue!
FME continues its working relationship with Grandpa Beck’s Games. Through enhancing their Amazon presence, assisting with new product launches, and utilizing advanced PPC management strategies, we forecast they will continue to grow and become even more successful.
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To win at eCommerce, Amazon or traditional, a seller needs both intuitive understanding of buyer behavior and application of complex mathematics. People skills can only get you so far. Numbers express exactly the how, what, when, and where of buyer behavior. It’s our job to interpret these numbers using calculus and experience to answer who the customers are and why they buy. Once we define and understand the audience, we can target and sell to them with scope and precision.
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