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Pet Grooming Kit - Audit Report

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Waqar Rajput
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23 views8 pages

Pet Grooming Kit - Audit Report

Uploaded by

Waqar Rajput
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Pet Grooming Kit – Audit Report

 Executive Summary
Our audit of the Pet Grooming Kit on your Amazon seller account has
revealed several critical areas that need optimization to boost
overall performance. The key areas for improvement include product
listings, images, and PPC (Pay-Per-Click) campaigns.

 Current Performance Metrics (KPIs):


 Advertising:

 Spend: $661
 Sales: $1,199
 ACOS: 55% (high)

The high ACOS is due to unappealing images, gaps in listing


optimization, and a heavy reliance on exact match PPC campaigns,
which is driving up costs. A more balanced PPC approach is required
to lower ACOS and improve both ad and organic sales.

 Sales Trends:
Competitor 1:
Competitor 2:

Sales fluctuate, with periods of both high and low activity. This
inconsistency is linked to the lack of optimization in key areas.

 Gap Analysis and Action Plan:


Through our comprehensive review of your Amazon account, we
have identified several critical gaps that are currently hindering
performance. These gaps span across product images, listings, and
PPC campaigns, and addressing them is essential for improving
overall sales and conversion rates.

 Images:
 Important Note about Main Image: Our main image is not very
attractive it's simply displaying all the elements without proper
arrangement. If it is properly organized, the image can become
much more appealing.
 Important Note about A+ Content: Our A+ content images are
not attractive. The purpose of A+ content is to showcase the
product through visuals, but currently, our A+ content contains
too much written content, and we haven't made the images as
appealing as they could be. Typically, when a customer lands
on our page, they are drawn by the main image and title, and
then they move directly to the A+ content. If they have to read
a lot of text there, they won’t be as satisfied as they would be
by seeing attractive images, which could lead to a purchase.

 Current Situation: The main image lacks appeal, with


disorganized elements. The A+ content is overly text-heavy,
and images are not visually engaging enough to hold customer
interest.
 Gap: The absence of high-quality images, lifestyle shots, and
infographics results in low click-through rates (CTR) and poor
conversion rates.
 Action Plan: Redesign all product images with appealing, high-
quality visuals, lifestyle imagery, and infographics that highlight
key features. This will improve CTR and drive conversions.

 Product Listings:

 Current Situation: Listings are not fully optimized. Essential


keywords are missing from the title, bullet points, and
descriptions.
 Gap: This leads to reduced visibility in search results, resulting
in lower organic traffic and sales.
 Action Plan: Conduct thorough keyword research and integrate
high-ranking keywords into the listings. This will improve
visibility, increase organic traffic, and drive sales.
 PPC Campaigns:

 Current Situation: PPC campaigns are focused solely on exact


match, limiting reach and growth.
 Gap: Relying only on exact match campaigns restricts keyword
discovery and leads to higher CPC due to increased
competition.
 Action Plan: Introduce a mix of broad, phrase match, video
ads, and product and category targeting campaigns. Implement
negative keyword targeting to reduce wasted spend. This
diversified strategy will expand keyword reach, lower ACOS,
and improve ROAS.
 Important Note: If we rely entirely on exact campaigns in PPC,
our CPC tends to remain high most of the time because there is
usually more competition in exact match types. This leads to
higher CPC, so we can't rely solely on exact match campaigns.
We need to move toward new strategies that will directly help
in lowering our ACOS.

 Expected Results:
By addressing the issues related to images, listings, and PPC strategy,
we expect to capture a larger share of the market. Improved images
will increase CTR, optimized listings will enhance organic visibility,
and a well-structured PPC strategy will drive both ad and organic
sales, resulting in better ACOS and TACOS.

 Recommendations:
To increase sales and reduce ACOS:

 Images: Improve product and A+ content visuals.


 Listings: Optimize with relevant, high-ranking keywords.
 PPC Strategy: Diversify PPC campaigns and introduce new
match types to expand reach and lower CPC.
 Price Adjustment: Consider a temporary price reduction to
boost rankings. Once ranked higher, revert to a more profitable
pricing strategy.
 Video Ads: Create video ads to capture a larger market share.

 Conclusion:
To drive significant growth in sales and market share, it is essential
to optimize product images, listings, and PPC campaigns. By making
these improvements, we can enhance CTR, visibility, and
conversions. Diversifying the PPC strategy will reduce ACOS and
increase ad performance, while improved listings will boost organic
sales. Temporary price adjustments can also help improve rankings,
setting the foundation for long-term growth.

These strategic actions will lead to improved sales performance and


a stronger market presence, positioning the brand for sustained
success.

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