Scaling A Struggling Health Brand’s Profit From $70k To $128k/Month - Sophie Society Professional Amazon PPC Management

Mobility Brand’s PPC Turnaround to $128K/Mo Profit

Profit From $70K/Month To $128K/Month
Click-Through Rate Increase From 0.37% To 0.51%
Conversion Rate Lift From 4.18% To 5.56%

How a New Structure Unlocked $128K/Month in Profit

We took this health & mobility brand from struggling to thriving by crafting a strategic campaign structure tailored to higher-priced products, introducing a clear naming convention and making use of creative-based ad types. By effectively cutting wasted ad spend and letting the budget flow to performing search terms, the brand’s CTR increased from 0.37% to 0.51%, and the monthly end-of-day profit climbed from $70K/Month to $128K/Month, a massive 83% increase.

We introduced a range of creative campaign types to generate impressions by visually explaining the products’ unique features. Additionally, we did a refresh of the product listings’ pages to drive more clicks and improve the organic rankings.

They now have a repeatable and simple growth system they can ramp up for sales velocity or slow down for profitability.

About The Brand

The brand develops innovative healthcare, rehabilitation and fitness products that enable consumers to “age in place” in the comfort of their own home. The products include a range of bathroom safety aids like raised toilet seats and shower chairs, as well as adaptive furniture such as commodes and adjustable beds. The brand emphasizes durable, institutional-quality products designed for comfort, reliability, and ease of use.

Premium Priced & No Profitable Strategy

The brand was operating as a premium health & mobility brand in a category that is flooded with low-priced products. This meant they needed a PPC strategy that would focus on profitability, while clearly showcasing the products’ premium quality and unique features without racing to the bottom on price.

Upon onboarding the account, we noticed a couple of key issues:

No Communication of USP’s in Content

By competing against low-cost copycat products, the brand kept having shoppers defaulting to cheaper options unless we could clearly show the superior features and quality.

Disorganized Campaign Structure

Unclear campaign naming and the mixing of match-types resulted in it being hard to see what was actually working and what wasn’t, making it impossible to scale the account.

Missed Keywords & Weak Brand Shielding

The brand was missing out on high-traffic keywords and the missing brand-shielding campaigns let competitors steal away valuable traffic.

Product Images With Low CTR and CVR

Outdated main and secondary images were bringing down click-through rates and throttling conversions.

Inventory Volatility & Stockout Risk

Fluctuating stock levels meant that quickly scaling a product’s ad spend could easily go wrong and result in tanking the brand’s organic rankings, overall marketing efficiency, and cash flow.

We Systemized PPC & Revamped Creative

To improve the account’s PPC performance, we introduced a clear naming system, set up single-keyword campaigns, graduated performing search terms to exact-match campaigns, and rounded things off with a foundational keyword research combining multiple data sources.

Here’s precisely what we did to get things back on track:

Focus on Sponsored Brands

We set up Sponsored Brand campaigns for lower CPCs and higher conversion rates. Video ads helped to get potential customers to stop scrolling, while Product Collection and Storefront ads increased AOV and kept shoppers browsing within the product catalog.

Competitor Targeting & Brand Shielding

We actively targeted the listings of top competitors, placing our products directly in front of new potential buyers. Simultaneously, we self-targeted our own ASINs to protect our own product pages and cross-promote other products from the catalog.

Creative Refresh Using The PPC Data Loop

We revamped the product images and other SEO-relevant attributes (titles, bullets, A+ content) by feeding high converting search terms back into the brand’s listings to increase CTR/CVR and improve organic rank.

Keyword Research and Intent-Based Keyword Segmentation

We built a strong keyword foundation by combining Amazon and third-party data, grouping keywords with the same buyer intent to better understand what was converting and what wasn’t.

Naming System & Tailored Campaign Structure

We rebuilt the account with a clear naming system and set up a campaign structure that matched the products’ individual goals, lifecycle stage and product type.