1、Amazon Case Study垂直类目品牌增长实操指南The next generationGlobal MarTech company.We have dedicated ourselves to using our advanced marketing technology and rich resources to bring the best possible service to each of our clients细分类目如何撬动大众消费?通过SparkX规划调整,该指甲油卖家获得品牌声量、人群流量、业绩销量、深度洞察,多重构建营销沃土01品牌声量欠缺,如何提升?02人群流量
2、池窄,如何拓圈?品牌面临挑战03视觉疲劳,素材如何出圈?04增长乏力,如何持续突破?如何突破困境?五步走为核心流量向上提升品牌声量:紧跟用户,多视频形式全方位展示品牌形象横向人群拓圈:扩大消费圈层,实现品牌深度触达精细升级素材:一眼爱上,抢占消费者注意力纵向挖掘新增长点:引入AMC,深入探寻优化方向针对垂直类目流量 是源头活水,要持续蓄水Total SalesCTR从拓展流量入手,持续放量选取三次关键营销节点,阶段性添加Blast流量包7月Prime Day:购买7天Blast流量包流量激活明显,点击意向提升经分析发现:店铺流量不足引流力度弱客单价较低营销成本需严格把控10月Fall PD:购
3、买7天Blast流量包突破店铺流量,成功蓄水BFCM:购买14天Blast流量包销量达高峰,收获品牌声量Step 01增值点:大促第二天达销量峰值,后续可考虑在第二天放量更多Step 02向上提升品牌声量:紧跟用户,多视频形式全方位展示品牌形象OTTFire TabletOnline VideoNail Dryers(指甲烘干机)标签人群带来的品牌搜索量成本最便宜,将美甲灯场景作为视频重点进行引导;其他搜索成本偏贵的人群制定更强相关的视频素材,后续进行定制化触达;相比于直接落地到特定ASIN界面,落地到HP界面的引流效率偏弱,应在品牌旗舰店的落地页进行相关优化,但引流到旗舰店界面的消费者在充分
4、了解产品后,加购数据高于产品详情页,包括后端单次购买成本略优于PP界面,后续建议长久通过Fire Tablet引流到品牌旗舰店页面;精简人群:剔除系统生成的品牌类似人群包,并回归产品自身类目人群;多方位视频测试:后续专注强调和展示某一个产品特性,测试不同时长的视频的完播率;优质视频广告+定制图片素材=品牌搜索量与点击率双提升Step 030.00%0.05%0.10%0.15%0.20%0.25%0.30%IM-Combination EyeIM-Eye ConcealerIM-Eye MakeupIM-Eye Makeup BrushesIM-EyeshadowIM-Lash Enhance
5、rs&IM-MascaraLS-Interested in BeautyCPDPVROASCTR横向人群拓圈:扩大消费圈层,实现品牌深度触达拓圈人群,我们希望通过它做到什么?高点击率低浏览成本成功拓圈触达DeviceCreative sizeCPDPVCTRMA300 x250$0.350.38%320 x50$0.350.13%MW300 x250$0.470.28%320 x50$0.720.03%SD160 x600$0.170.01%300 x250$1.140.02%300 x600#DIV/0!0.00%970 x250$1.050.02%Insights 长久投放且表现较为稳定的
6、人群:IM-Eye Concealer、IM-Eye Makeup、IM-Eyeshadow,其综合CPDPV成本较低,后续品宣策略增加预算时,可直接放量投放;新测试人群 LS-Interested in Beauty Products-Eye Makeup 和眼部高度相关的生活方式人群标签后端投产效果较为突出,建议再投放一段时间观察其效果;IM-Eye Makeup Brushes&Tools 该人群同为新测试人群,建议继续小预算测试观察 主攻手机端口300*250尺寸;Step 04精细升级素材:一眼爱上,抢占消费者注意力观察CTR与CPDPV表现都好的素材,总结规律:精简产品元素,不是越
7、多越好不同季节产品适配不同,定期更新产品大促期间流量高,定制化素材效果好Next step素材升级 自定义素材精简产品 vs.原有的应有尽有手图+产品 vs.纯产品版产品质地细节+产品 vs.纯产品版卖点突出slogan vs.品牌性slogan Step 05挖掘新增长点:引入AMC,深入探寻优化方向Branded Search Termnumber Of Branded Searchesmodelones gel polish37391modelones12449modelones gel polish kit4823modelones dip powder kit4560modelone
8、s polygel nail kit4326modelones polygel4296modelones dip powder2840modelones gel nail polish2261modelones acrylic powder2167gel nail polish modelones1521modelones gel polish kit with uv light1118modelones color cube881modelones nail tips650gel polish modelones597modelones top coat541modelones gel530
9、modelones nail tips and glue gel kit505modelones gel polish set476modelones base and top coat468modelones cream gel polish419polygel modelones395modelones acrylic nail kit385modelones dip339polygel nail kit modelones334modelones+gel+polish332modelones glitter gel polish330modelones poly gel319modelo
10、nes builder gel293modelones top and base coat gel polish283modelones nail glue279modelones polygel colors278modelones gel polish palette272modelones uv led nail lamp269modelones gel polish fall colors269modelones solid cream gel polish265modelones kit264modelones fall gel polish257modelones gel nail
11、 polish set252modelones matte gel top coat250modelones dip liquids249modelones gel x nail kit245modelones gel polish red241modelones red gel polish237modelones christmas gel polish237SPDSPUnique user Unique user SP+DSP Unique user ConsiderationConversionConversion购买ConversionConsiderationOLVConsiderationConversionConversionConsiderationConversionSPConversionFire TabletSP*上图为部分AMC分析图洞察一洞察二洞察三洞察四最终实现:72.31%Total-NTBNTB持续上涨,势头凶猛,最高峰值达72.31%M1-M3M9-M12Brand SearchBrand Search大幅上涨,Q4同比Q1增长61.84%0.09%0.59%0.59%CTRCTR全年发力,下半年比上半年平均提升350.69%店铺整体销量超预期,2022年环比去年增长93.5%20212022GMSTHANKS!