Why PPC Is the Secret to Recovering a Failed Product Launch — Carly McMillen | How PPC uncovers new use cases and audiences, How rebranding boosts product performance, What metrics show a launch isn’t working (#360)
In this episode of the eCommerce Coffee Break podcast, the focus is on using Pay-Per-Click (PPC) advertising to breathe new life into unsuccessful Amazon product launches. The hosts discuss common pitfalls sellers face during recovery, such as not allowing enough time for adjustments and overlooking essential listing optimizations. They highlight key metrics to examine, like conversion rates and search term reports, and share effective relaunch strategies, including repositioning the product and targeting the appropriate audience. A compelling case study demonstrates how a ketone ester, originally branded as an energy drink, achieved substantial sales growth after a focused PPC relaunch that emphasized its unique qualities as a keto supplement. The episode wraps up with valuable tips on choosing the right agency and recognizing the distinct selling points of your product.
