Elida Beauty

Maximising Amazon Prime Day for a Beauty brand using a holilstic eRetail paid and organic strategy

Challenge Solution Results

A leading beauty brand faced several challenges with its Amazon Product Detail Pages and with Prime Day fast approaching it was a priority to resolve these to maximise the sales opportunity in this peak period. Product page content was not optimised across titles and bullet points and was missing crucial search terms needed to capture consumer reach. These search terms were also not aligned with the keywords used in paid media activity impacting cost-per-clicks (CPC) and return on ad spend (ROAS) performance. Images used within the product page were not optimised or were missing key elements which was impacting customer engagement. 

To address these challenges, we deployed a comprehensive and holistic optimisation strategy. Extensive keyword analysis was conducted to capture keywords that were going to be crucial in capturing visibility in relevant search results. These terms were then strategically placed within newly written product page titles and bullet points to improve tone and content features, providing consumers with engaging information whilst ensuring keyword placement & character counts were aligned to work with the ranking algorithm. Keywords used within the organic copy were then aligned with keywords used within sponsored ads campaigns to ensure high keyword relevancy to deliver optimal performance. 

Priority products also received supplementary mobile first secondary imagery, enriching the consumer experience, and facilitating purchase decisions solely through image assets. This holistic approach aimed to optimise both organic and paid media opportunities for maximum impact and visibility.

The optimisations had a significant impact in the performance over this highly competitive period. Organic visibility improved by 17% giving us a greater share of the search results page. Paid media efficiencies improved greatly, with cost-per-click decreasing by 42%, return on ad spend improving by 96% and an overall conversion rate increase of 21%.