Personal Care & Beauty
Personal Care & Beauty
The client is a leading Multinational Cosmetics Manufacturer with their brand appearing on almost every supermarket, pharmacy, cosmetics stores and retailers around the world. The company was already working with an agency in the UK helping them grow their Amazon Vendor sales for 2 years. Performance in those 2 years was not at the level the client expected, with sales, ROAS and shipped COGs not being at the expected level. The client was looking for an agency that met the following criteria:
The client had already a team in house with a knowledge of Amazon, but due to the size and complexity of their Amazon account, they had to find a specialist agency that offers A-Z Amazon services. That is when they contacted Lezzat.
In our initial Amazon PPC kick off meeting, the team captured the client requirements and ambitions. It was evident from the start that in order for this project to succeed a methodical approach to analysing the account had to take place with no stones left un turned. The Lezzat team formalized a plan of action that would consist of looking at the state of the client’s listings, map out all previous PPC work and identify gaps in the strategy and create a formal plan of action. This work took 1 month to complete but was integral to set the expectations and work that is needed in order for the account to succeed
The goal from day 1 of the project for the Lezzat team was to manage this account with extreme precision and detail. The first stream of work was to assess the state of the listings. This included looking at their titles, bullet points, backend search terms, product descriptions, imagery, A+ content and video. Those were mapped out and communicated to the client in order to plug in the missing info. No PPC & DSP strategy can perform well if the listings on Amazon are not 100% optimized. Next stop was keywords.
Over 150 SKUs were analysed with keywords identified using multiple tools such as Helium 10, Jungle Scout, Merchant words as well as analysing previous PPC & DSP data. Customer data was also extracted from the client’s website’s pixels and additional pixels were provided by the Lezzat team. A shift from relying heavily on branded to unbranded keywords meant that the client not only was getting an increase in their total revenue, while lowering their TACoS, but a significant amount of New-To-Brand (NBT) customers, which was a key metric for them.
With a starting budget of over £1 million (approximately $1.2 million USD) from the client, the key to any successful PPC & DSP strategy, especially when there are significant budgets involved, is to have the right data at hand, and this requires meticulous yet vital work.
Due to the nature of the business, there were a lot of stakeholders involved, with reporting on a weekly basis being a vital element of this project’s communication procedure. On a weekly basis, the Lezzat team provided for both PPC & DSP the following:
All files were available to the client online and easily accessible in order to use the data to create their own reports.
This step was necessary to ensure that success and challenges where shared between the Lezzat team and the client team and what the next steps involved.
9 months into the project, the client team was invited by Amazon to their UK office to emphasise the outstanding performance that their account had had that year. Lezzat was also nominated as best PPC agency in the UK at the Amazon national awards.
Overall, the client not only hit their 50% net sales target, but also surpassed it with 150% paid growth. In spite of tackling an unbranded territory, their account grew 70% year on year with DSP and PPC, being not only the best in UK but also across other EU territories. The client also commended the Lezzat team for their quick actions and solutions, excellent work, and effective, transparent, and constant communication. They were very helpful and approachable.
As a result of the success of this project, the client extended their contract in UK as well as Europe for the following year. Lezzat has become their go-to expert on anything Amazon.
Lezzat was able to achieve a success story, formidable to any other world class Amazon Marketing Agency. The team was very passionate about this project from day one, as the Client’s products can be found in almost any household. The passion, commitment and hard work of the Lezzat team ensured not only the above target success for the client but a contract extension that spans to the EU Amazon marketplaces.
The team continues to offer a full Amazon advertising (PPC & DSP) services to the client providing weekly one-to-one meetings ensuring any issues are addressed and further assist the client with their growth plans in UK & EU.
We are the UK’s Leading Full Service Amazon Marketing Agency. Clients turn to Lezzat to make Amazon a success for their business, and here is what they are saying.