To tackle the challenges faced by Fortune Vivo Oil and achieve the dual objectives of maximizing orders and maintaining a favorable ROAS, 1702 Digital implemented a comprehensive and targeted strategy. This strategy involved multiple components, each designed to address specific aspects of the challenge and drive measurable results.

1. Launching Sponsored Display Campaigns

Broader Reach with Lower Costs: Sponsored Display campaigns were chosen for their ability to reach users based on their interests and browsing behavior. This type of ad allowed Fortune Vivo Oil to connect with a broader audience without incurring high costs, thus optimizing the budget allocation for advertising.

Creating an Audience Pool: The campaigns were designed to build a robust audience pool by targeting users who had shown interest in related products or categories. This expanded audience pool was instrumental in not only acquiring new customers but also nurturing them for repeat purchases.

Retargeting and Remarketing: By utilizing retargeting features within Sponsored Display ads, the strategy was able to re-engage users who had previously interacted with the product but had not yet made a purchase. This approach helped in converting potential leads into actual buyers, thereby increasing the likelihood of repeat purchases.

Segmented Campaigns: Different segments of the audience were targeted based on their specific interests and buying behavior. This segmentation allowed for more personalized ad experiences, which improved the relevance and effectiveness of the ads.

2. Focusing on Sponsored Product Ads

Optimizing for New Customer Acquisition: Sponsored Product Ads were strategically used to target potential new customers actively searching for related products. This approach ensured that Fortune Vivo Oil appeared prominently in search results, capturing the attention of users with high purchase intent.

Maintaining Healthy SOV%: To maintain a significant Share of Voice (SOV) on Amazon search results, 1702 Digital continually optimized the campaigns based on performance metrics. This included adjusting bids, refining keywords, and monitoring competitor activity to ensure that Fortune Vivo Oil consistently appeared at the top of relevant searches.

Keyword Strategy and Bid Management: A detailed keyword strategy was implemented to ensure that the ads targeted the most relevant and high-performing keywords. Bid management practices were used to balance cost and visibility, ensuring that the ads achieved optimal placement while keeping costs under control.

Performance Monitoring and Optimization: The performance of Sponsored Product Ads was closely monitored, and ongoing optimizations were made based on real-time data. This included tweaking ad copy, adjusting targeting parameters, and analyzing conversion rates to ensure continuous improvement in campaign performance.

3. Leveraging Data-Driven Insights

Analyzing Customer Behavior: Data from the campaigns was used to gain insights into customer behavior and preferences. This information informed decisions on ad placements, targeting strategies, and content, helping to align the marketing efforts with actual customer needs and behaviors.

A/B Testing: Various elements of the campaigns, such as ad copy, visuals, and targeting options, were subjected to A/B testing. This approach helped identify the most effective combinations and strategies, allowing for data-driven refinements and enhancements.
Adjusting Based on Competitive Analysis: Competitive analysis was conducted to understand market dynamics and adjust the strategies accordingly. This included benchmarking against competitors and identifying opportunities to differentiate Fortune Vivo Oil’s offerings.

4. Enhancing Customer Experience

Improving Product Listings: The product listings for Fortune Vivo Oil were optimized to enhance their attractiveness and informativeness. High-quality images, compelling product descriptions, and positive customer reviews were highlighted to improve the overall customer experience and increase conversion rates.

Streamlining Checkout Process: Efforts were made to ensure a seamless checkout process, reducing friction and potential drop-offs. This included optimizing the checkout flow and providing clear calls to action, which contributed to higher completion rates and customer satisfaction.