BATH STONE MATS

Overview

When our client launched their Bath Stone Mats, expectations were high. The A+ Content was fully optimized, the listing was strong, and conversion rates were healthy. Yet, sales remained stagnant.

This was a new product in a competitive category, facing established brands with significantly more reviews and higher rankings. Despite a great product and a strong foundation, it struggled to gain momentum.

We were brought in to understand the situation and assess what was going wrong for them?

Challenges

One of the biggest hurdles was visibility. The product was new, while competitors had already dominated the space with hundreds—if not thousands—of reviews. The key challenges included:

• PPC Targeting Issues – Keyword mismatches led to inefficient spending. Auto campaigns lacked negative keywords, and ad costs, while not excessive, weren’t driving enough traction.

• Pricing Strategy Misalignment – The product was priced too high compared to market standards, making it difficult to compete.

• Product Demand Discrepancy – The client was heavily advertising a smaller size that wasn’t in demand, while the larger size, which had better sales potential, wasn’t getting enough focus.

Our Strategy

To turn things around, we focused on three core areas:

1. Optimizing PPC for Maximum Efficiency
We restructured the campaigns to ensure proper keyword segmentation and eliminated inefficient ad spend.

• Negative keywords were introduced to filter out irrelevant traffic.

• Mismatched keywords were corrected, preventing ad throttling.

• We shifted budget allocation toward high-converting keywords and optimized bids accordingly.

2. Strategic Pricing Adjustments
The pricing was a major factor in conversion hesitation. To boost initial traction, we:

• Introduced coupons and limited-time discounts to increase conversions without devaluing the product.

• Shifted focus from short-term profit margins to long-term sales volume, ensuring sustainable ranking improvements.

3. Demand-Driven Product Focus
Recognizing that the larger size had higher demand, we adjusted our approach:

• Redirected ad spend from the underperforming size and put more budget into the top-selling version.

• Adjusted inventory and marketing strategies to align with customer purchasing behavior.

With these changes in place, the product’s trajectory shifted significantly:

• Sales & Visibility Skyrocketed – Once PPC was optimized and pricing was adjusted, sales saw a steady and consistent upward trend, 4X.

• Increased Organic Ranking – Higher sales volume led to improved search ranking, further driving visibility.

• Stronger Market Positioning – From struggling for traction, the product became one of the best-reviewed bath stone mats in its category.

Key Takeaways

• Precision in PPC is critical – Keyword mismatches and lack of negative targeting can silently throttle performance without obvious signs.

• Pricing strategy plays a bigger role than expected – Even with a superior product, if the price isn’t competitive, conversions will suffer.

• Not all SKUs deserve equal ad spend – Focusing on what actually sells rather than pushing every variation equally is key to maximizing profitability.

• Short-term sacrifices create long-term wins – Prioritizing sales volume over per-unit profit helped rank the product higher and establish a sustainable growth pattern.

Conclusion

Through strategic PPC restructuring, pricing adjustments, and demand-driven marketing, we transformed a slow-moving product into one of the best-reviewed bath stone mats in its category. This case study demonstrates how a data-driven, adaptable Amazon PPC approach can take a struggling product and turn it into a marketplace success.

Customer Feedback

The case study provided valuable insights into the product's development and success. It was informative and inspiring, showcasing the team's dedication and innovative approach to problem-solving.

Bath Stone Bats Seller

Amazon Seller

★★★★★

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