320% More sign ups
Doubling Conversion Rate by Moving Beyond Brand Search: A US SaaS Growth Story
SellerAmp's paid performance was efficient. It was also entirely dependent on people who already knew the brand.
Trusted by tens of thousands of Amazon sellers worldwide, SellerAmp is a retail arbitrage sourcing and analysis tool helping sellers evaluate profitability, sales performance, and competition across marketplaces via web app, mobile app, and Chrome extension. With paid performance waning and competition rising, SellerAmp partnered with us to defend their position and grow market share among new, mid-funnel audiences.
The account was performing well, but almost entirely on the back of branded search, highly efficient at capturing people who already knew the product, with little room to grow beyond them. Competitor and non-brand campaigns struggled for traction, held back by low Quality Scores and broadly grouped competitor keywords that made optimisation difficult. Performance Max was contributing positively, but the account had no real strategy for building awareness and consideration further up the funnel, the exact thing needed to keep growing in a fiercely competitive Amazon FBA software market without sacrificing an already-strong CPA.
The ChallengeWe shifted the account's job from capturing existing demand to actively creating new demand. Alongside refining brand and competitor search, we built structured prospecting campaigns across search and video, then moved decisively into Demand Gen, using video to build awareness and reinforce product value with entirely new audiences. Search activity became more brand-led by design, as users converted directly from video or returned later via branded search. Throughout, we kept refining keyword and audience strategy, bidding, and campaign structure, pulling spend out of saturated search positions and into higher-impact channels.
The Approach
THE RESULT
cVR% doubled
From 7% to over 14%
+320% leads
Holistic, full funnel growth
A lead flow engine no longer dependent on pre-existing brand awareness
“Miller Digital have really helped us move into the new era of paid with their innovative and forward-thinking approach. Prior to partnering with them, we relied heavily on our existing brand awareness to drive paid leads, but James and his team have now built us a consistent and reliable lead flow engine independent of existing awareness, which is facilitating month on month growth for the business.”
Heather Armitage - Head of Marketing, SellerAmp
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