Dental Brand for Pets
Founded over 20 years ago, our client is a global pet dental health company with multiple ground-breaking dental tools that have transformed oral health for pets in over 50 countries.
*We are not able to include the brand's name due to an active NDA.
The brand was new to selling on Amazon and wanted to hit the ground running by driving early momentum via sponsored adverting support. Of course, they also wanted to maintain a level of profitability at the same time. The brand's partnership with Algofy started with getting the team's advice on what reasonable expectations should be set, and from there, Algofy was tasked with implementing a PPC launch strategy for the brand.
Our strategy revolved around understanding the competitive landscape, including top products/brands, price points, and promotion strategies. This helped identify areas of opportunities for growth. To further increase ad sales and ROI, we utilized our AI PPC advertising platform, leveraging its advanced features such as setting smart bidding rules based on the brand's (KPIs).
By taking advantage of existing branded traffic on the marketplace by promoting new product launches while also defending sponsored placements at the top of branded search results, we were able to increase efficiency and conversion rate. In order to compete for market share, it was important to review performance and identify high-performing non-branded keywords, such as “dog toothbrush” or “dental kit for pets”. To maximize impact, high-quality creative assets were created or sourced for use in sponsored video and display campaigns. Finally, to bolster the brand’s market share & win customers away from other brands, we targeted sponsored placements on competing product pages
System that works
A successful launch on Amazon is dependent on taking a methodical step-by-step approach, and driving early sales momentum via sponsored advertising can be critical to positive longterm performance. We advise our clients prioritize volume over profitability (to a reasonable extent) in the early stages of an account launch. Over time, optimizations will be made to improve ROAS/ACOS efficiency as the account naturally becomes less dependent on advertising to drive account revenues.