Black Propeller identified the opportunity to scale sales by expanding into new marketplaces.
+167%
Increased Total Amazon Sales YoY (Ads + Organic)
+23%
Increase in Revenue
+27%
Lift in Impressions for Branded Keywords
Services
Industries
Black Garlic North America Advertising Goals.
Black Garlic North America is a division of Wisconsin Fermentation Company LLC (founded in 2012) which is focused on garlic fermentation and innovative garlic product commercialization. Black Propeller had been advertising their line of flagship Products on Google Ads and identified the opportunity to scale sales by expanding into new marketplaces.
Goals
- Scale total sales
- Increase first-time shoppers
- Increase product rank to be the #1 Black Garlic product on Amazon
The Challenge.
- Lack of historical data and performance history on Amazon
- Black Garlic North America was a small presence in the Canned & Jarred Garlic category on Amazon even though they are pioneers in the field
- The lack of focus on Amazon gave smaller and overseas sellers the opportunity to rank higher
- Competitive market with many competitors outspending the client
- Not brand registered on Amazon, limiting campaign types
Additionally, organic visibility across both Amazon search and Google was underdeveloped, limiting their ability to capture non-paid demand and reinforce brand discovery across channels.
Our Strategy.
Black Propeller worked with Black Garlic North America to identify an opportunity to become a top seller of garlic products on Amazon. We identified the primary KPIs as Total Amazon Sales and Ads ROAS, then launched net-new Amazon Advertising campaigns.
Without historical data, in-depth keyword and competitive analysis was conducted using Amazon data and third-party tools such as Helium10. Campaigns were launched for four top ASINs and segmented by brand keywords, non-brand keywords, competitor keywords, brand ASINs, and competitor ASINs. Automatic campaigns were also used for keyword discovery.
Only exact and phrase match keywords were used to maintain control and efficiency. As performance data came in, campaigns were expanded to additional ASINs, especially after identifying buy box losses impacting revenue.
Ongoing optimizations included monitoring buy box ownership, adjusting bids, and refining placement strategies.
From an SEO perspective, we aligned product listings and keyword targeting with high-intent search terms on both Amazon and Google. This helped improve organic rankings, increase product discoverability, and support long-term growth beyond paid ads.
Results.
Primary Results:
Total Amazon sales (Ads + Organic) increased 67% from 8.21.22–10.2.22 compared to the prior period, and 167% year-over-year.
Secondary Results:
Product rank increased across nearly all top-selling products, improving visibility within key categories.
Why this matters:
Higher rankings increase product visibility within category pages, driving more clicks and sales.
Explanation:
Sales velocity is a major factor in Amazon rankings. Increased traffic and conversions from ads and improved SEO contributed to stronger rankings. For example:
- B08LJTGS6M moved from #33 to #20 in Canned and Jarred Garlic
- B08P3TRXW4 improved by 129 positions in Garlic Herbal Supplements
- B08LJTGS6M now appears on page one of its category
Peripheral Impact:
Branded Google search impressions increased by 27% after launching Amazon Ads, indicating cross-channel lift. Users discovered the brand on Amazon, then searched on Google – creating additional opportunities to capture traffic through SEO and paid search.
This contributed to one of Black Garlic North America’s highest revenue periods, with a 23% increase compared to the pre-Amazon Ads timeframe.
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