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Amazon+80% sales at a lower ACoS: an electrical manufacturer’s success on Amazon
About the client
RoadEU Elektrotechnik is a wholesale and retail supplier of electrical products.
Its product range includes:
What you’ll find in the range
| Category | Example products |
|---|---|
| Adapters and extension leads | electrical cables, extension leads, workshop and construction-site adapters |
| Switchgear and distribution boards | electrical switchgear, distribution boards, fuse boards, sockets |
The electrical market
The electrical sector is one of the segments where competition on Amazon is growing particularly fast – manufacturers and distributors compete for customers’ attention on both price and the quality of their listings. In practice, a wide product range alone is no longer enough. What matters is how a company builds the visibility of its products and how it manages advertising campaigns in such a saturated environment. It was against this backdrop that RoadEU, a manufacturer of electrical distribution boards, decided to partner with our agency.
The client’s challenges
Before partnering with Raise Your Sales, the owners of RoadEU were struggling with the following issues:
Lack of time to make further changes to the account,
Lack of in-house knowledge about Amazon,
Inefficient use of the Amazon Ads budget,
Developing the right sales strategy for Amazon,
Expanding into new markets.
Our actions
Audit
We began the partnership with a thorough audit of the seller account, building a clearer picture of the challenges the company was facing:
- Low sales despite a competitive offer: RoadEU was struggling with weak sales on Amazon, even though it offered competitive products in its sector,
- Poor listing visibility: the company’s products were barely visible on the platform, which made it hard to reach potential customers,
- Ineffective use of Amazon Ads: the company was not making effective use of Amazon’s advertising tools, which limited the promotion of its products,
- Disorganised listings without variations and no own-brand building: listings were scattered, products lacked variations, and the company was not focusing on building awareness of its own brand.
Visibility
The top priority, to be tackled immediately, was improving the visibility and quality of the listings. We achieved this by:
- Auditing the existing advertising campaigns and optimising them,
- Rewriting titles and adding new keywords to them,
- Creating brand-specific listing content (A+C),
- Making use of the Store Front.
Implementing changes
Once the goal was set and the strategy agreed, we moved on to the work needed to improve the listings. Drawing on historical sales data and an analysis of sales categories and competitors, we took the following steps:
- We improved listing titles and expanded them with essential keywords,
- We expanded the basic descriptions,
- We added phrases to the Generic Keywords,
- We expanded the bullet points section,
- We fixed listings with an incorrectly assigned brand,
- We audited and optimised the ads,
- We prepared a full set of graphics and added A+C descriptions,
- We launched the brand store (Store Front).
We optimised the campaign at the beginning of April 2023, and after just a few days of bid adjustments it started delivering very good results. A slight dip in July was caused by a short stocktake, but stability was quickly restored.
Amazon Ads campaign
| November 2021 | 2,130 |
|---|---|
| December 2021 | 5,020 |
| January 2022 | 6,760 |
| February 2022 | 3,780 |
| March 2022 | 6,720 |
| April 2022 | 6,820 |
| May 2022 | 5,500 |
| June 2022 | 7,060 |
| July 2022 | 5,540 |
| August 2022 | 6,700 |
| September 2022 | 8,460 |
| October 2022 | 11,630 |
| November 2022 | 9,820 |
| December 2022 | 8,090 |
| January 2023 | 8,820 |
| February 2023 | 7,500 |
| March 2023 | 11,830 |
| April 2023 | 12,880 |
| May 2023 | 15,220 |
| June 2023 | 16,580 |
| July 2023 | 12,600 |
| August 2023 | 18,940 |
| September 2023 | 17,850 |
| October 2023 | 20,600 |
| November 2023 | 23,970 |
Sales costs matter!
A crucial part of our work is keeping advertising costs as low as possible. This is what campaign efficiency metrics are for, the most important being Advertising Cost of Sale (ACOS). A low ACOS means that only a small share of sales revenue is spent on advertising. As sales grow, it usually rises at first as well.
The ACOS we inherited stood at 20%. Thanks to careful campaign optimisation, we not only increased sales significantly but also brought ACOS down to 13–14%, where it remains today. That is a very good result given the level of competition and the bids involved.
ACOS (%)
| November 2022 | 15.39 |
|---|---|
| December 2022 | 15.98 |
| January 2023 | 22.77 |
| February 2023 | 18 |
| March 2023 | 19.39 |
| April 2023 | 22.9 |
| May 2023 | 16.09 |
| June 2023 | 13.2 |
| July 2023 | 15.78 |
| August 2023 | 13.18 |
| September 2023 | 12.6 |
| October 2023 | 12.21 |
| November 2023 | 12.8 |
Inside the listings
Work on the listings was another important part of the strategy. We improved the quality of the electrical product listings in line with the agreed strategy. Matching keywords correctly in the titles strengthened the Amazon Ads campaign and increased conversion not only for promoted listings but also for organic sales.
Adding a comparison table at the end of the listing kept shoppers within the seller’s own range and further boosted the effectiveness of the advertising.
A holistic approach
Over the following months of the partnership, we also:
- Expanded the account’s reach to additional EU markets,
- Introduced business pricing and set up quantity discounts, significantly increasing customers’ basket value,
- Hid shipping costs on selected products, which led to greater interest from shoppers,
- Analysed competitor prices in the German, Belgian and Italian markets,
- Took an iterative approach to every change, in a cycle of: checking the result – making the change – analysing its effectiveness – optimising for greater efficiency – and checking the result again.
Results of the actions taken
Once the partnership began and the strategy was gradually rolled out, the expected sales growth followed. Every month of the partnership brought significant increases. We raised the inherited sales value by 80% and, at the same time, increased the number of units sold by 75%.
The result is all the more striking because an electrical store operating in such a competitive environment needs both strong listing visibility and a well-organised account structure – only by combining the two can traffic on the platform be turned into real sales.
Units sold
| November 2022 | 852 |
|---|---|
| December 2022 | 562 |
| January 2023 | 656 |
| February 2023 | 610 |
| March 2023 | 794 |
| April 2023 | 828 |
| May 2023 | 1,087 |
| June 2023 | 1,160 |
| July 2023 | 1,055 |
| August 2023 | 1,024 |
| September 2023 | 1,122 |
| October 2023 | 1,331 |
| November 2023 | 1,445 |
Campaign results
The advertising campaign was kept within the agreed advertising budget at all times, and the average return on investment was around PLN 8.
Next steps
- Scaling sales in the DE market by looking for new advertising opportunities, setting up defensive campaigns and actively adding new electrical products to the campaigns,
- Scaling sales in the markets beyond DE, i.e. FR, IT, ES and BE, by optimising listings to include more keywords in titles, bullet points and generic keywords, alongside parallel advertising activity,
- Shipping FBA stock to countries beyond DE, i.e. IT and FR, to shorten delivery times and thereby encourage customers to buy,
- Further analysis of competitor listings in DE, FR, IT and BE, for example to assess the sales potential of products.
| September 2021 | 2,200 | 5.36 % |
|---|---|---|
| October 2021 | 3,270 | 8.89 % |
| November 2021 | 2,130 | 8.2 % |
| December 2021 | 5,020 | 15.28 % |
| January 2022 | 6,760 | 11.29 % |
| February 2022 | 3,780 | 11.48 % |
| March 2022 | 6,720 | 9.5 % |
| April 2022 | 6,820 | 10.88 % |
| May 2022 | 5,500 | 10.79 % |
| June 2022 | 7,060 | 11.98 % |
| July 2022 | 5,540 | 13.58 % |
| August 2022 | 6,700 | 10.27 % |
| September 2022 | 8,460 | 10.18 % |
| October 2022 | 11,630 | 14.29 % |
| November 2022 | 9,820 | 15.39 % |
| December 2022 | 8,090 | 15.98 % |
| January 2023 | 8,820 | 22.77 % |
| February 2023 | 7,500 | 18 % |
| March 2023 | 11,830 | 19.39 % |
| April 2023 | 12,880 | 22.9 % |
| May 2023 | 15,220 | 16.09 % |
| June 2023 | 16,580 | 13.2 % |
| July 2023 | 12,600 | 15.78 % |
| August 2023 | 18,940 | 13.18 % |
| September 2023 | 17,850 | 12.6 % |
| October 2023 | 20,600 | 12.21 % |
| November 2023 | 23,970 | 12.8 % |
Summary
…and we’re not done yet!
Our partnership with RoadEU is ongoing, which means we keep adapting and optimising every element of sales to the constantly changing conditions for sellers on the Amazon marketplace.
We believe in our clients’ products, which is why we succeed in growing their sales!
Thank you for your trust!
Selling electrical equipment and want similar results for your company?
We specialise in helping manufacturers and distributors sell on Amazon and other marketplaces. For many years, we have been helping companies in the electrical sector increase listing visibility, improve conversion and scale their online sales.
If you are wondering whether your company has the potential to grow on marketplaces – let’s talk. We will analyse your situation and tell you honestly whether and how we can increase your profits.
- +130%Amazon Ads sales
(May–Nov 2023 vs 2022) - €125.8kAmazon Ads sales
(May–Nov 2023)
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