Doctor By is a leading Korean pet supplement company specializing in the development of dog and cat nutritional and health food ingredients. Aiming to improve the quality of life for pets based on various research and technologies, Doctor By uses high-quality ingredients derived from natural sources and offers a wide range of products for different uses, such as bronchial, dental, heart, kidney health, and more.
After achieving great success in the domestic market in Korea, Doctor By decided to utilize the Amazon platform to expand globally. However, in the early stages, Doctor By faced challenges due to a lack of brand awareness in the fiercely competitive environment and many trials and errors. To address these issues, Doctor By worked with DISRUPT to overhaul its Amazon PPC advertising operations and maximize its Amazon performance with a more sophisticated strategy.
By analyzing the PPC data Doctor By had been running in-house for about six months prior and simultaneously developing an advanced strategy, DISRUPT helped Doctor By lay the groundwork to effectively enter the highly competitive US pet nutrition market and find their niche.
With this foundation in place, DISRUPT's very own campaign management, bid adjustments and targeting helped the brand increase ad sales by 216%, total sales by 126% and double the ROAS in the first two months of collaboration. Since then, the brand has continued to grow steadily in the Amazon market through a close and intimate partnership.
Phase 1
Amazon Market Research and Strategy Development
In the first phase, we conducted thorough market research and strategy to maximize our chances of success on Amazon. By analyzing the pet health supplements market on Amazon, we examined the key competing products, keywords and strategies used by competitors, and customer reviews. This gave us a clear understanding of Doctor By's differentiating factors and positioning in the market. We researched the strengths and weaknesses of competing products to identify the value Doctor By could provide, which led to the selection of key target keywords. We then listed these key target keywords in order of relevance and likelihood of performance, and organized the campaigns and keyword groups to be launched in sequence. This pre-planning and preparation led to a greatly improved advertising performance on the Amazon platform.
Phase 2
Product Listing Page Renewal
No matter how much PPC advertising pushes a product to the top of the search page and drives traffic, it is difficult to convert it into a sale if the product page is not attractive and optimized. Therefore, Doctor By worked with DISRUPT to revamp its product listing pages to improve conversion rates. During the planning phase, we analyzed and benchmarked the listing pages of successful competitors' products and created intuitive images and copy that resonated with customers. We also worked on SEO by seamlessly inserting keywords into product titles and bullet points to appear higher in search results, making the product listing pages optimal for synergizing with PPC ads.
Phase 3
Continuous Ad Optimization and Testing
Meticulously monitoring and managing the bids and constantly testing for new opportunities is key to thriving in the ever-changing Amazon Marketplace. We analyze our performance in detail at the campaign and keyword level by checking the important metrics such as CPC (cost per click), CTR (click-through rate), and CVR (conversion rate) and modify and refine our advertising strategy based on these metrics. For example, we targeted our products with high click-through rates but low conversion rates to our products with high conversion rates to maximize overall sales. We also actively leveraged ad strategies that targeted competitors' products to maximize exposure of Doctor By’s products, which in turn successfully attracted competitors' customers to our brand. Through this strategic advertising and constant optimization, Doctor By was able to increase its sales on Amazon by more than 150% in three months.
