Amazon Account Health Violations: Resolving Amazon Listing and PPC Challenges

Synopsis

A client faced multiple challenges, including poor account health and underperforming sales, largely due to incomplete listing content, missing backend search terms, and ineffective PPC (Pay-Per-Click) campaigns. This case study outlines the comprehensive steps taken to resolve these issues and drive improved sales performance, account health, and campaign efficiency within a six-month period, ultimately transforming the client’s Amazon store.

Introduction

In today’s competitive e-commerce landscape, maintaining a healthy Amazon account and optimizing product listings is crucial to success. This client, struggling with account health and poor PPC performance, sought our expertise to revamp their listings, enhance visibility, and boost sales. Through targeted interventions, strategic ad campaigns, and meticulous listing optimization, we helped the client achieve substantial improvements.

Client Goal

The primary objective was to improve account health and increase overall sales. Key areas of focus included:

• Optimizing listing content
• Addressing account health issues
• Implementing effective PPC strategies

Challenges Faced

Listing Content?Issues

• Incomplete product detail pages for all listings.
• Missing back-end search terms, hindering ranking potential.
• Lack of infographic images to visually enhance product listings.

Account Health Violations

• 61 listing violations in the account health dashboard at the time the account was handed over.
• Listing suspensions and suppressed visibility due to these violations.

Underperforming PPC Campaigns

• Poor performance in previous PPC campaigns, with low traffic and conversion rates.

Strategies and Solutions

Listing Optimization

1. Content Overhaul: We revamped the listing content by enhancing the product titles, key feature points, and descriptions. High-search-volume keywords were strategically integrated to improve rankings.
2. Backend Search Terms: Missing backend search terms were researched and added, boosting the discoverability of the listings.
3. Parent-Child Variations: All listings were grouped into parent-child variations to consolidate reviews and offer customers multiple options.
4. Infographic Creation: We designed infographic images to visually appeal to potential buyers and communicate product benefits effectively.

Resolving Listing Violations

• By February 2024, all 61 listing violations were resolved through a combination of optimized content and proactive issue management. This significantly improved the account’s overall health.

Before February?2024

In February 2024?—?after the resolution of all listing?issues

PPC Campaign?Revamp

March 2024: Targeted Campaigns

1. Sponsored Display Campaigns: Launched to target competitor products and increase visibility.
2. Auto and Manual Campaigns: We launched both automatic and manual Sponsored Product campaigns to target high-search-volume keywords and drive conversions.
3. Sponsored Brand and Sponsored Video Campaigns: Focused on brand awareness using video content and high-performing keywords.

Bidding Strategy

• Aggressive Bidding: We started with aggressive bidding on relevant high-search-volume keywords to capture the most traffic without overspending. This approach was later optimized for efficiency as the campaigns evolved.

Results

Sales Growth

• January 2024: Initial total sales figures highlighted underperformance.

• February 2024: Noticeable improvement in PPC sales due to optimization efforts.

• March 2024: After listing optimization and PPC improvements, the account reached new levels of sales growth, despite ongoing challenges.

Continued Optimization

• Ongoing improvements were made to listings and PPC campaigns, keeping the account on a growth trajectory through consistent monitoring, including:
• Weekly keyword ranking reviews
• Continuous management of listing issues such as stranded or deactivated products
• Maintaining optimal account health scores, raising the Inventory Performance Index (IPI) to the highest level.

July 2024: Peak Performance

• By July 2024, total sales and PPC performance had significantly improved, thanks to targeted advertising and consistent listing optimization efforts.

By the end of July 2024, Total?Sales

July 2024, PPC?Sales

Ongoing Account Management

The success of this project is sustained through regular management activities, ensuring that both sales and account health are continuously optimized. Key areas of ongoing focus include:

Listing Optimization

• Regular updates to titles, key features, descriptions, and backend keywords.
• Refreshing infographic images to maintain engagement.

Orders and Inventory Management

• Monitoring order fulfillment, managing returns, and planning inventory for FBA (Fulfillment by Amazon).
• Ensuring inventory reports and FBA shipments are up to date.

Advertising and Promotions

• Daily PPC optimization to maintain a stable ACOS (Advertising Cost of Sales).
• Launching coupons and promotions to attract more traffic.
• Running Sponsored Brand and Sponsored Display campaigns for brand awareness and market presence.

Competitor and Customer?Analysis

• Regular competitor analysis to identify opportunities for improvement.
• Managing customer feedback, responding promptly to reviews, and addressing any negative feedback or complaints.

Account Health Monitoring

• Maintaining a high level of compliance with Amazon’s policies.
• Keeping account health metrics, including shipping performance and customer service ratings, in top condition.

Conclusion

Through careful and targeted listing optimization, PPC campaign revamps, and diligent account management, we successfully improved the client’s Amazon sales and restored their account health. By July 2024, the client’s account had reached its highest sales levels, driven by improved listing visibility, targeted advertising strategies, and consistent account maintenance. This case study highlights how a focused, multi-pronged approach can lead to significant improvements in Amazon seller performance.