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Case Study: How TriDerma Dominated the Skincare Category with Advanced PPC Strategies


TriDerma, a leading brand in therapeutic skincare, specializes in products designed to address specific skin concerns such as eczema, psoriasis, and severe dry skin. With increasing competition in the Amazon skincare category, TriDerma faced challenges in maintaining visibility and profitability. The brand partnered with MarketplaceModel to develop an advanced Amazon PPC strategy that would ensure long-term competitiveness while maximizing return on ad spend (ROAS).

Objective:

TriDerma's main goals were:

  1. Enhance Visibility: Compete against established skincare giants for top keyword rankings.

  2. Boost ROAS: Increase profitability by optimizing advertising spend.

  3. Target New Customers: Expand market reach by leveraging niche search terms and competitor targeting.

Challenges:

  • Highly Saturated Market: The skincare category is dominated by well-established brands with significant budgets.

  • Rising CPCs (Cost Per Click): Increased competition drove up keyword costs, reducing profitability.

  • Consumer Trust: Customers often rely on trusted brands, making it harder for niche products to stand out.

PPC Strategies Implemented:

  1. Comprehensive Keyword Targeting:
    MarketplaceModel conducted in-depth keyword research to identify a mix of:

    • High-Volume Keywords: To compete on widely searched terms like “eczema cream” and “psoriasis treatment.”

    • Niche Long-Tail Keywords: To target specific customer pain points, such as “fragrance-free eczema relief cream” or “non-steroid rash cream.”

    • Competitor Keywords: Ads targeted customers searching for competing products, highlighting TriDerma’s unique benefits in Sponsored Brands and Sponsored Products campaigns.

  2. Segmentation for Precision:
    Campaigns were divided into specific categories, such as product-specific, competitor-focused, and category-based, to ensure clear attribution of ad spend and to fine-tune performance. This segmentation allowed the team to adjust bids for high-performing campaigns while reducing wasted spend.

  3. Dynamic Bidding Adjustments:
    Leveraging Amazon’s dynamic bidding options, bids were increased for highly converting keywords during peak shopping hours and decreased for underperforming keywords, ensuring maximum efficiency.

  4. Retargeting Campaigns:
    To re-engage customers who visited product pages but didn’t purchase, Sponsored Display ads were deployed. These ads showcased TriDerma’s unique selling points, including its dermatologist-tested formulas and plant-based ingredients.

  5. A+ Content Integration:
    Ads were designed to funnel traffic to listings enriched with A+ Content, which provided detailed explanations of product benefits, comparisons, and customer testimonials. This helped increase conversion rates and improve ad efficiency.

  6. Seasonal and Promotional Targeting:
    PPC campaigns were optimized during key skincare sales periods (e.g., winter months for dry skin products), ensuring TriDerma’s products appeared in top ad placements during high-demand seasons.

Results Achieved:

  1. Increased Visibility:
    TriDerma achieved top-three ad placements for major keywords like “eczema cream” and “diaper rash relief” within three months. This boosted impressions by 45%, allowing the brand to compete head-to-head with larger competitors.

  2. Improved ROAS:
    Through strategic bidding and segmentation, TriDerma achieved a 32% increase in ROAS, reducing wasted ad spend and maximizing profitability.

  3. Higher Conversion Rates:
    By driving traffic to optimized product listings, conversion rates improved by 25%, as customers were more confident in purchasing after viewing detailed product descriptions and social proof.

  4. Growth in Market Share:
    TriDerma gained significant traction in niche markets, with products becoming category leaders for long-tail search terms like “natural eczema relief cream” and “steroid-free rash cream.”

  5. Customer Acquisition:
    The competitor-focused campaigns resulted in an 18% increase in new-to-brand customers, showcasing the power of targeting customers searching for rival products.

Conclusion:

TriDerma’s success highlights the transformative impact of advanced PPC strategies in a competitive category like skincare. By combining data-driven keyword targeting, precise segmentation, dynamic bidding, and retargeting, the brand not only enhanced its visibility but also significantly improved its profitability. For brands looking to navigate crowded markets, TriDerma’s case demonstrates how a well-executed PPC strategy can deliver sustainable growth while staying ahead of competitors.

With these strategies, TriDerma solidified its reputation as a leader in therapeutic skincare and continues to grow its market presence on Amazon.