What I learned doing Amazon PPC management for Everlast

My team and I do Amazon PPC management for the boxing brand Everlast.

They’re great to work with. And it’s going well (sales increased by 1645%), so Amazon eventually wrote a case study on it: https://advertising.amazon.com/library/case-studies/asteroidx-everlast

But…

This isn’t the type of customer we normally work with.

Most of our brands are up-and-coming ecommerce brands.

Not household names.

In fact, I get a lot of joy from helping these rising stars BECOME the household names of the future 🙂

But, I’ve used Everlast products my whole life.

I love fitness.

And they’re too cool not to help.

So, off we went.

And in the process, I learned a few things that any seller can apply to their business to make more money on Amazon:

(1) Test 2-3 different main images to improve Clickthrough Rates. Clickthrough Rate (CTR) is the % of folks who see your ad vs. those who click the ad. The main image (along with title, price, and reviews) has a big impact on CTR. So, test 2-3 different main images and find your winner. Most sellers pick 1 main image and keep it there forever. This isn’t optimal.

(2) Seller > Vendor. Everlast has both Seller and Vendor activity, but we found that Seller Central offers more control and ultimately, profitability. If you’ve got both going on, I’d recommend migrating SKUs over to Seller Central (without disrupting the current revenue coming from Vendor).

(3) Amazon PPC basics work, even at scale. Despite having Brand Registry and a bunch of cool, new ad units at our disposal (like Amazon Sponsored Display), much of the revenue is still your basic “blocking and tackling” in Sponsored Products and Sponsored Brands. They say the best in the world simply do the basics really well.

That’s a few thoughts there.

I’d be interested in creating a custom-built plan for your brand on Amazon. Like we did for Everlast and the 100s of other brands we work with.

So if you’d like, book a free consultation call at the link below.

It’s not too late to craft a plan, deploy it, and generate a lot more revenue here in Q4.

https://advertising.amazon.com/library/case-studies/asteroidx-everlast