PointStory increases daily sales for Protalus by targeting with a single keyword

Since 2017, Protalus has sold innovative, stress relieving foot insoles on Amazon.com. When it came time to look for a partner to help their small business grow using Amazon Ads, Protalus partnered with PointStory, a digital retail agency that works with direct-to-consumer brands to help build their businesses on Amazon.

PointStory was tasked with specific return on advertising spend (ROAS) goals to maximize profitability and increase year-over-year growth. Using Sponsored Products and Sponsored Brands, the agency developed a strategy to meet their client’s goals.

Experimenting with a single keyword

PointStory began their Sponsored Products strategy with a single keyword campaign. Though using a specific keyword for a manual targeted campaign can be more restricted than broad keywords, this strategy can allow brands to connect with more relevant shoppers. PointStory determined the specific keyword they wanted to target, “Plantar Fasciitis Shoe Inserts,” then they analyzed how much that one keyword cost, and applied a 150% top of search (TOS) modifier.

With their chosen keyword, next PointStory focused on driving TOS and conversions to the keyword to see if their strategy had an impact on sales. Over the course of 45 days, PointStory monitored the campaign, keeping an eye on key metrics, including TOS, ad spend, ad cost of spend (ACoS), and total sales.

PointStory saw total ad spend increase to $21 a day, and ad-attributed sales decrease to $163 a day, however, total sales (organic + ad-attributed) increased to $773 a day and their sales rank improved 16%.1

While ad spend, ad sales, and return on ad spend are important metrics, if PointStory left out measuring the organic sales impact, they may be cutting short some advertising initiatives that are clear winners in driving top line revenue.

“Sales rank, sessions, and unit session percentage are equally as important as ACoS and should be considered when advertising against any keyword for any product on Amazon.”

— Tik Yip, Co-Founder, PointStory

Brands looking to reach a larger audience may want to consider the following tips from PointStory:

  • Looking for a keyword to choose? Impression share reports are a great way to understand if there’s a healthy amount traffic for a particular keyword, giving a better opportunity to help increase traffic.
  • Utilize text overlay images to describe top product features so customers do not have to search bullet points for the information.
  • Optimize your content to educate consumers on your products before you start advertising.
  • Build-out product detail pages and Stores, then start advertising. It will help consumers learn more about your client’s products and brand before making the ultimate decision to purchase.

1 Advertiser-provided data, United States, 2021