Science Kits Seller Achieves 6% ACoS
Our client is a STEM learning kit company that provides products to families and schools. After a very successful kickstarter campaign, they needed to increase the visibility of their product and generate sales online. Fire&Spark was brought in to quickly fill their sales pipeline with pay-per-click (PPC) advertising campaigns.
1) Campaign Launch
We launched an Amazon Marketing Services (AMS) campaign to test the messaging alternatives and product pages that we had created.
2) Optimize campaign targeting
We uncovered the metrics needed to analyze the performance of our campaigns over time, and optimized for keywords that we were targeting. We also strategized to create an adaptive bidding strategy for targeted keywords as more data rolled in.
3) Test the messaging alternatives
We tested various advertisement copy and imagery to find campaigns that would maximize the click through and conversion rates of Makey Makey’s Amazon customers.
“We executed the project in two phases, starting with research and then moving on to execution.”
To begin, we identified AMS as the best PPC advertising channel that would produce a high volume of leads for Makey Makey. Our team researched high value keywords and examined competitors’ landing pages, ad copy, messaging, offers and bidding strategies. This process included the following:
Keyword research – To identify high value keywords, we looked beyond the obvious keywords used by marketers in the STEM toys industry. We evaluated these keywords by thoroughly examining competing Amazon campaigns. We then segmented and prioritized the keywords based on competition, search volume, and expected cost-per-click (CPC).
Competitive intelligence – We examined the messaging, positioning and keyword targeting of our client’s competitors. We also analyzed competitors’ ad copy, and Amazon Seller pages to expand our understanding of the marketing tactics already in use by others in the STEM toys industry.
Messaging discussion – Our team participated in messaging discussions with our client’s marketing team to determine the messaging alternatives that we could potentially test with PPC advertising.
Copywriting – We drafted ad copy alternatives to test with PPC advertising focusing on messaging that appeals to Makey Makey’s target audiences: teachers and parents who are shopping for their STEM toys for their students and children.
Imagery – We selected and tested different types of imagery in order to determine which images customers would respond to best when browsing through the Amazon marketplace.
Amazon Marketing Services account setup – Based on our extensive PPC experience, across a range of industries and campaign goals, we built new campaigns using appropriate ad copy, targeting, and bidding strategies. We also selected relevant campaign key performance indicators (KPIs) to track over time, and set up ongoing reporting and analysis processes for our client.
Amazon product page design – We created product pages based on the messaging alternatives we identified earlier in our research process and optimized them for conversion.
Through our thorough research and the successful execution of the PPC advertising campaign described above, Makey Makey was able to drive $41,521.68 of product sales in three months at only 6% average cost of sale (Makey Makey’s advertising spend was only $2,584.18). Our successful campaigns allowed our client to sustain their business after their massive Kickstarter campaign while gaining brand recognition and market share. Today, Makey Makey’s toys are featured as one of the top selling STEM toys on Amazon. The company is also often featured on Amazon Prime Now and Amazon Launchpad.