Results
The Challenge
The Process
Juzo brand performed well on Amazon. With a small advertising budget and only the Sponsored Brands ad type active, advertising options were limited, and there was little room for testing. Our client has various products with good ratings that generally sell well, but we were limited to advertising only a few items with the Sponsored Brands ad type.
We created two defensive Sponsored Brands Store Spotlight (SBSS) campaigns. One with keyword targeting where we had an exact match with modifiers set up, and one with product targeting where the whole product catalog was targeted. Both campaigns had the top 3 categories of Juzo products advertised. This approach allowed us to target the best-selling products, showcase the rest of the client's catalog, and ensure that anyone interested in a Juzo product sees the rest of the brand’s products advertised and potentially purchases items from different categories.
We used the most frequent keywords and best-selling product ASINs as our ad targets to show the Juzo Store page with the Sponsored Brands Store Spotlight campaigns. Our advertisers effectively utilized items that sell well to showcase the whole item catalog, and by doing so, aimed to expand awareness about other Juzo products. Two ad campaigns were launched in early Q2 and we achieved impressive numbers after 30 days, especially considering our limited budget and advertising options.
The Solutions
Blue Wheel thoroughly reviewed Juzo's account on Amazon and with most products having positive reviews, this indicated a good potential for sales. The challenge was to select the right products to feature and capture customers' attention. After performing a product audit, we identified Basic Stockings, Soft Compression (upper and lower extremity), and Dynamic Stockings as the top 3 product categories on Juzo’s Store page.
There was a lack of PAT-type campaigns (Product ASIN targeting; advertising by ASIN instead of keywords) in the client’s defensive campaigns (aiming to keep the brand name protected with brand name search terms). Our team wanted to ensure we had PAT-type campaigns set up, as this advertising method hadn’t been utilized previously.
Defensive campaigns focused mainly on promoting single products or very few products, so we aimed to showcase entire categories and drive customers to Juzo’s Store page. This way, customers could browse the brand’s catalog at no additional cost per click, and become more familiar with the product range.
Offensive campaigns (aiming to expand the brand by reaching potential new customers with general search terms) were mainly centered on targeting and conquesting competitors, but we encountered limited success. Either the ACoS was very high or we struggled to secure ad placement. Our primary concern was to keep customers engaged with the brand’s products.
