If you want to win on Walmart, looking at advertising is a great first step to see how you can capture some extra sales that you wouldn’t have otherwise gotten organically. In this case study with our brand partner Thorne, we helped our partner increase their sales by 67%. Let’s dive into the Walmart advertising strategies we employed to get the results we had.
As we looked at the rate of growth Thorne saw on Walmart.com over the past 6 months, we then compared that growth to the growth of the products we began advertising on specifically to see if we saw a significant increase in the ones being advertised on. What we found was that the products that had advertising on them saw a 67% increase in sales ABOVE the average.
The control group actually saw a decrease of 12%
We recognize that we were advertising on products that we predicted would sell more due to Amazon performance. So another analysis we pulled was looking at the overall sales delta between the products in the advertised group as well as the control group. The date range started prior to advertising and COVID, as well as during COVID and after.
You can see in the graph that at the beginning of the year the advertised group was between 2 and 3 times larger than the control group.
We began advertising in March right as we saw a COVID wave, and now through our advertising efforts helping us reach a higher organic rank on Walmart we have doubled the delta between both the advertised products and the control group products.
Now, we of course had to dig into the possibility of COVID pushing those products, so we looked at the top supplement/immune related keywords searched on Walmart during this period of time, and what we found was that we had a very even overlap over each group.
For example, you can see both groups of products. You can see a Vitamin D in both, Magnesium was searched frequently and we didn’t have that product in our advertised group, but we did in the control group. Vitamin B is found in both groups, etc.
By employing the Walmart advertising strategies above, we were able to achieve these results for our partner Thorne:
If you want to learn more about how to measure success on Walmart advertising, read our blog here. Reach out to a Pattern representative today if you’re interested in growing your Walmart advertising business and increasing your sales on ecommerce.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.