Key Metrics
37%
Lower ACOS
27.9%
Conversion Rate
2x
Campaign Efficiency
Stepping Up On Amazon
The eCommerce landscape is filled with businesses looking to stay a step ahead of the competition. Look no further than Amazon to see brands stepping all over one another to get in front of high-intent buyers and grow their businesses. It can be a race to the bottom, if not handled properly. Here’s how Logical Position (LP) helped Orange Insoles find renewed footing under our Amazon Ads management.
About Orange Insoles
Based in Michigan, Orange Insoles manufactures and supplies high-support shoe insoles that alleviate pain at the root of the problem. Their proprietary heel-support design provides comfort and improves alignment to keep people upright and living their best lives.
The LP team has been with us from the beginning and has become a major asset. We trust them to take care of the things that are most important to us. Whether it’s specific marketing initiatives or broader strategy concepts, we know that our brand reputation and bottom line are top of mind. They’ve become a valuable partner to our business and are great at what they do. The numbers speak for themselves!
— Owen Keenoy, Business Development Executive, Orange Insoles
Business Objectives
- Improve account efficiency and decrease ACOS
- High contact management to adjust budget allocations
- Monitor new keyword testing closely for a quick pivot
Business Challenge
With any long-standing client-vendor relationship, there will always be competitors gambling with your business with promises they can’t meet. Here’s a brief timeline of our history of helping Orange Insoles win online.
Sept 2019 – Orangle Products hires LP to manage Google Ads profitably
Dec 2020 – LP services expand to manage Amazon Ads and scale business
Nov 2023 – Orange Products, LLC explores new opportunities with an alternate agency that over-promises keyword harvesting capabilities
March 2024 – Orange Products circles back to LP to retain us once again for PPC and Amazon Ads management
Approach
The long-term relationship LP had already established with Orange Products enabled the team to quickly spring into action in support of the account with the following action items:
Targeting keyword variations to identify new converting terms
Eliminating campaign redundancies and low performers to preserve budget
Aligning demand capture opportunities with offline promotional features on radio
Verifying the competitive price checkmark on Amazon to build consumer trust
Targeting lower-funnel keywords to increase conversions
Results
Impact
Whether your insoles are orange or the grass seems to be greener, it’s all good. We understood when Orange Products chose to explore new opportunities, but we were happy to partner with them again when they returned. Moving forward, our relationship couldn’t be more grounded.
Tips For Achieving Similar Results
Test and re-test new strategies and keyword targets (measure twice cut once)
Leverage parallel marketing campaigns such as influencers or local news coverage
Establish promotional synergy to amplify cross-channel impact
Leverage PPC for demand generation and increase Amazon conversions
Is your business ready to hit the ground running? If so, reach out today for a complimentary, no-obligation, account audit and campaign review.
