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Liquid Solution: The Recipe for Success
Amazon
When Liquid Solution came to FME with a desire to maximize seasonal sales of its turkey brining bags on Amazon, we right away knew we were dealing with a unique and high stakes case, since the company was earning the bulk of its annual profits from the product during Thanksgiving time. We needed to implement a highly strategic marketing strategy executed at the perfect time that would boost Liquid Solution’s seasonal sales, while also maintaining a steady conversion rate for the rest of the year.
73%
Conversion Rate
$360K
Sales in 1 Month
13%
ACoS on $70K in Sales in 1 Month
FME’s Secret Blend of Herbs and Spices
Since the objective was to emphasize both the brining bags’ seasonal as well as versatile qualities, our initial keyword research consisted of finding two kinds of search terms, ones relating to brining bags in general and ones that were specific to Thanksgiving. We used these keywords to create sponsored product ads on which we would place strategic bids to gain an edge over competitors in search results.
The initial keyword research was also utilized by our creative team to craft optimized product copy and A+ content. Reserved for registered brands, A+ content can provide key information about a product or brand using a large visual banner in place of a product description. This special content was used to educate consumers on the unique selling propositions of the products, as well as instructions for use. Following the implementation of A+ content, conversion rates saw an increase.
Thanksgiving = ThanksBUYING
If you were on Amazon searching for brining bags in November 2019, you no doubt came across our sponsored ad or optimized product listing for Liquid Solution. During this time, our pay-per-click ads were running 24/7 and appearing as the first product in sponsored search results. Our optimized product listing, meanwhile, was appearing second in organic searches, a huge feat. Liquid Solution brining bags were a hard-to-miss product!
In November 2018, the sales rank of Liquid Solution brining bags was lingering in the 2,000 range. After FME got involved in October 2019, its November sales rank got all the way up to No. 1. Our efforts also helped boost the conversion rate for this product in November to an astounding 73%, and earned Liquid Solutions $360K in organic sales. Pay-per-click ads were equally as successful, making the company $70K in sales with only 13% of that total going towards advertising costs. Compared to profits from Liquid Solution’s pay-per-click ads the previous year, there was almost a 1000% increase. Now these are results to be thankful for!
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We fuse the art of sales with science.
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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