The Bowling Ball Factory

Overview

The Bowling Ball Factory LLC, also known as BowlersParadise.com, supplies premium high-quality bowling balls, bowling bags, maintenance equipment, clothing, and accessories for bowling enthusiasts. Shoppers can find a wide array of original selections and order personalized hard-to-find products. With over 10,000 SKUs and weekly new products, the client sought our help to improve their website visibility in search engines and also revamp their Amazon SEO and PPC marketing strategy.  

See how we helped The Bowling Ball Factory double their Amazon revenue, maintain a positive return on ad spend (ROAS), and decrease advertising cost of sales (ACOS) within the first two months of our partnership. 

Problem

The client wanted us to take an omnichannel approach and optimize both their website/online store and their Amazon storefront to increase brand presence, sales, and revenue. One of our goals is for the website to eventually become the primary traffic and revenue source. Much of the SEO work previously done on their Shopify website was category-focused, causing them to rank on more generic keywords. The brand wanted to improve ranking positions for product-focused keywords.

The client faced challenges with improving keyword ranking positions. When they added a new product to their website, they would consistently see their competitors rank above them. This was a particularly big problem for this client as their product lifecycles tend only to be a couple of months, meaning quick keyword ranking wins were key. Their blogs and keywords were underperforming, and they faced issues with Amazon images and storefront changes.

The client shared that Q2 was typically their lowest performing season, while Q3 was their best. They aimed to increase brand awareness and reduce ACOS for shoes, balls, and bags with our help.

Solution

Amazon SEO and PPC

We audited their Amazon store, identifying improvements such as adding keyword-optimized content, clear images, and enhancing the customer journey. We updated all Amazon product listings with optimized content, replaced incorrect images, updated the main image, and added better product images. Our copy team wrote optimized product descriptions, revamped the storefront, and created multiple content mockups for product pages.

The client aimed for specific ACOS targets: shoes at 25% or lower, balls at 19% or lower, and bags at 20% or lower. We reviewed existing Amazon PPC campaign insights, created an Amazon PPC strategy for the ELITE product line, launched branded and non-branded campaigns, and implemented bid strategies. We continuously analyzed and re-optimized campaign performances.

Amazon Storefront for Bowling Ball Factory
Home page for Bowling Ball Factory

Search Engine Optimization

For SEO, our technical audit of bowlersparadise.com revealed issues such as oversized and broken images, missing alt text, title tags, and meta descriptions. We fixed multiple and duplicate H1 headers on over 1,000 pages, addressed technical issues like server errors, redirect errors, redirect chains, and optimized website pages with keywords and relevant content. We added optimized product descriptions, replaced broken images, addressed low page speed issues, verified Bing Business profiles, added tracking codes, and fixed theme.liquid errors. We also submitted PR outreach articles to high-authority websites publishing bowling-related content.

Results

In the first month of launching Amazon ads for ELITE shoes, balls, and bags, the brand saw significant improvements in key metrics, revenue, ROAS, and ACOS. Month 1’s ACOS were 13.25% for shoes and 10.53% for bags.

In Month 2, overall ACOS was 13.11%, with shoes at 13.33%, balls at 17.47%, and bags at 10.28%. Month 3’s overall ACOS was 12.61%, with balls at 14.81%, shoes at 12.94%, and bags at 10.90%. Our efforts consistently kept ACOS below the client’s targets.

8.5x

Return on Ad Spend (ROAS)


100%

Amazon PPC Campaign Revenue

Increase

2X

Number of #1-ranking keywords

Increase

For the first three months, Amazon PPC campaigns achieved ROAS of 7.5x, 7.6x, and 7.9x, with month-over-month increases. Within two months, Amazon PPC campaign revenue more than doubled compared to the month before our partnership. The last two months of our campigns have seen ROAS of 8.4x and 8.5x.

After four months of our partnership, the number of keywords with the number 1 ranking position doubled when compared to the ranking positions at the start.  Month over month, the website saw improvements in keyword ranking positions, impressions, clicks, average clickthrough rates, and total sessions. The optimized copy we published on their website helped grow the organic traffic and users each month.