Reaching more health-conscious customers with Sponsored Products

In 2012, Ryan Turner turned a personal passion into a career when he cofounded The Sola Company, a health-conscious organization that creates low-carb, high-protein, no-sugar-added food products.

The goal

With the intent to expand its reach and fulfill the growing demands of its consumers, Sola introduced its range of products on Amazon in September 2018. To drive revenue and efficiency, Sola collaborated with Viral Launch, an Amazon-specialized SaaS (software as a service) company based in Indiana, to help build their Amazon Ads strategy and establish the company’s presence on Amazon.

Knowing that descriptive product listings help drive engagement and conversations, Viral Launch started the campaign by creating compelling copy for Sola’s listings. Viral Launch then used their proprietary software built using the Amazon Ads API to analyze and produce a comprehensive list of keywords. This allowed Viral Launch to focus on keywords more likely to produce better results. Rather than start with automatic campaigns to find keywords, Viral Launch’s tool allowed Sola to find keywords that they could target long term. In order to maximize and drive reach among relevant audiences, the Sponsored Products campaigns were also optimized with both targeted keywords and product detail pages. As the campaigns continued, Viral Launch was able to monitor changes and remove low-performing keywords in favor of high-converting ones.

In connection to the campaigns, the integration with Amazon Ads API has enabled Viral Launch to build automated technology and visualize real-time metrics, which in turn allowed Sola to make better decisions and scale faster. Sola could pause campaigns immediately if they saw poor campaign performance or increase budgets on campaigns where they were seeing an increase in sales from the advertising campaigns.

By combining sponsored ads and retail sales data into one place, Viral Launch was able to gain valuable insights and see the impact their advertising with Amazon had on the business as a whole.

Since the full line of products launched on Amazon in October 2018, Sola has generated over 12MM ad impressions with over 75% of total impressions coming in 2019 as the optimizations for the campaigns and increased investment allowed them to continue to scale. With the help of Viral Launch and Amazon Ads, Sola was able to increase overall Amazon sales by 3x from October 2018 to May 2019.