Tips: The Frual 巧豚豚 team is committed to protecting customer privacy. Case cover images are for classification purposes only and are not related to the actual case content.

I. Project Background

Product Category: Home Furnishings
Campaign Type: 7-day BD and 14-day BD
Placement Type: Continuous BD for New Products
First Launch Date: 2022/11/28-2022/12/04
Second Launch Date: 2022/12/12-2022/12/20
Listing Price: $25.99
Woot Price: $19.99
Woot Discount Rate: 23%
REVIEW: 29
RATING: 4.4
BSR: # 1,888 in Kitchen & Dining
Remarks: The 14-day BD ended early after 8 days due to Woot inventory being sold out.

II. Results Analysis

2.1 BD Sales Comparison

▲Sales during the WOOT BD period showed a significant increase.
▲Daily sales increased by 125% during the first BD compared to the two weeks before the first BD.
▲Daily sales increased by 200% during the first BD compared to the week before the first BD.
▲Daily sales increased by 453% during the second BD compared to the week before the second BD.
▲Daily sales increased by 2850% during the second BD compared to the week before the first BD.

2.2 BSR Ranking Changes - First BD

▲The main category BSR ranking increased from 148939 before the deal to 18606. The main category ranking improved significantly, indicating a significant campaign effect.
▲The subcategory ranking increased from 415 before the deal to 64.

2.3 BSR Ranking Changes - Second BD

▲The main category BSR ranking increased from 13186 before the deal to 1888. The main category ranking improved significantly, indicating a significant campaign effect.
▲The subcategory ranking increased from 60 to 15.

2.4 Core Keyword Ranking Trend

▲Most keyword rankings improved significantly during the campaign, and rankings also improved between the first and second Woot BDs.

2.5 Keyword Inclusion Changes Before and After the Deal - First BD

▲The total number of keyword inclusions remained unchanged during the first WOOT BD + advertising period.
▲The number of Top 10 keywords decreased from 21 to 16, a decrease of 31.25%. ；
▲The number of TOP 50 keywords increased from 34 to 354 The difference is negligible.

2.6 Keyword Inclusion Changes Before and After the Deal - Second BD

▲During the second WOOT BD + advertising period, the total number of keyword inclusions increased from 1512 to 1535 The difference is negligible.
▲The number of Top 10 keywords increased from 72 to 169, an increase of 134.72%. ；
▲The number of TOP 50 keywords increased from 593 to 711, an increase of 19.90%. 。

2.7 WOOT Advertising Performance - First BD

▲Manual advertising CR is higher than automatic advertising, and ACOS is similar. It is recommended to increase the budget for manual advertising.
▲The CR and ACOS of automatic advertising are not as good as those of on-site advertising. Poorly performing matching methods can be shut down, or negative keywords can be added.
▲Manual advertising Exact match helps improve keyword rankings. During the new product launch period, it is recommended to focus on Exact match to improve rankings and advertising performance.

2.8 WOOT Advertising Performance - Second BD

▲Overall performance of manual advertising is better than that of the first BD.
▲The CR and ACOS of manual advertising are both better than those of on-site advertising.
▲Some advertisements have high ACOS and low CR. It is recommended to focus on optimization, reduce bids or top-up prices, and improve overall advertising performance.

III. Data Research

▲From 2022/11/27 to 2022/12/04, product search volume increased from 77162 to 109649, an increase of 42%, indicating increased demand and facilitating product promotion.
▲The timing of the promotion was appropriate, resulting in highly effective promotion.

IV. Suggestions and Summary

4.1 Summary of Campaign Effectiveness

▲This product showed a significant increase in sales with WOOT BD. During the first BD, daily sales increased by 200% compared to the week before the BD. During the second BD, daily sales increased by 2850% compared to the week before the BD.

▲Both main and subcategory rankings improved significantly. The main category BSR ranking increased from 148939 before the first deal to 1888 after the second BD. The subcategory ranking increased from 415 to 15, significantly enhancing the listing's competitiveness.

▲After the two BDs, the total number of keyword inclusions changed little, but the number of TOP 10 and TOP 50 keywords increased significantly.

4.2 Subsequent Advertising Suggestions

▲Manual advertising performs better than on-site advertising. It is recommended to refer to the WOOT advertising bid and adjust on-site manual advertising accordingly.

It is recommended to prioritize keywords ranked at the bottom of the first page or the top of the second page for ad placement, pushing these keywords to the top half of the first page to improve overall ad performance.

The second BD did not have automatic ads. It is recommended to add a set of automatic ads. Automatic ads can expand the keyword library, increase exposure, and add some negative keywords with poor on-site performance based on the first BD.

It is recommended to divide keywords into different campaigns according to search volume to avoid having spend consumed by high-traffic keywords and low-traffic keywords not getting exposure.