Case Study

145% Sales Lift in 30 Days After Launching Amazon Onsite Editorial

September 22, 2021

Metrics

+145%

Sales for targeted product

+38%

ad sales

+8%

Conversion Rate

36%

of total sales directly attributed to the editorial

89%

Placement/SOV for “Electrolyte Powder”

Context

A sports supplement company, LyteLine, enrolled in the Amazon Onsite Editorial program for a electrolyte hydration powder product. This program allows publisher-created content to appear in the top of search results for up to 3 keywords. The goal was to use the editorial articles to drive up traffic and sales and improve their Bestseller Ranking (BSR).

Tactics

1. Through keyword research, we chose a product that was ranking in the top 50 for 2 high-value (highly relevant and high monthly search traffic) keywords. Doing so will maximize the likeliness that editorial gets placed at a high rate, thereby acquiring a higher share of voice (SOV).  

2. Pitched the brands product and 2 keyword to a network of publishers until the publisher agreed to include it in an editorial. 

3. Once the editorial was written, we had Amazons Editorial Moderation team review and approve it for placement. 

4. We setup supplemental ad campaigns on Amazon, with high bids, targeting the same 2 keywords, to maximize the likeliness that when the keywords are searched, as many ad placements as possible show up (for example, sponsored brand, sponsored product, and video). The goal of this was to dominate the presence of the product in search results with up to 3 placements, alongside the editorial placement, thereby creating 4 placements of the product. By doing so, it creates an environment in which shoppers are more likely to click on the ads 

results

The brand received a very high Share of Voice (SOV) on all keywords in the very first month:

89% on “electrolyte powder”, with ranking starting at #34 and peaking at #12

90% on “electrolytes powder”, with ranking starting at #43 and peaking at #9

Average daily sales increased by 145% compared to the previous month

Compared to the previous 3 months, average sales increased by 280%

The editorials accounting for 36% in directly attributable sales:

While strong, this number undersells the true impact of the editorial, as it does not take into account traffic that the editorial drives to the brand that end up converting on products other than the Electrolyte Powder

Compared to the previous month, traffic increased by 116%

Compared to the previous 3 months, traffic increased by 179%

Conversion rate improved by 8% compared to the previous month and 14% compared to the previous 3 months

Shows that the editorial is not only driving traffic, but having a tangible effect on customers’ intent to buy

Saw an improvement in advertising performance, with the chosen product’s improvement month over month outpace that of the account as a whole:

ACoS for the product decreased by 10% compared to the previous month

Clicks for the product increased by 17%, versus 11% for the account

Orders for the product increased by 54%, versus 20% for the account