My Expert Midwife Amazon SEO & Paid Advertising case study | MintTwist
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My Expert Midwife

My Expert Midwife produce unique pre-and post-natal products created to tackle the taboos for mums to be and new mums.

We optimised the products listings and paid advertising on Amazon..

Project summary

La Montana were having success with their product on their own website as well as in boutique stores online and offline.

They wanted to now take advantage of the large volumes of sales of similar products that were happening on the Amazon marketplace.

Our objective was to get the products listed on the Amazon website and start to drive sales.

Amazon Strategy

The overarching strategy was to optimise the My Expert Midwife product range for for SEO on Amazon organic search and to assess the performance for an existing paid advertising campaign to ensure that we are making the best use of the current advertising budget.

However, there were several steps in the chain that we needed to complete in order to achieve this.

Competitor research

We needed to understand a little more about the competitive landscape, so we undertook a piece of work to detail the following about each of their closest competitors. This included looking at:

  • Average # of reviews
  • Sponsored ads
  • Enhanced Brand Content
  • Estimated sales for last 30 Days
  • Average BSR (Best Seller Rank)
  • # of Total Ranking Keywords
  • Price
  • Content Evaluation (marks out of 10)
  • General Evaluation (marks out of 10)

The resulting findings gave us a huge amount of insight to then move ahead with the content we needed to create for each of the products.

Product optimisation

Using our findings from the research phase, we optimised each of the products focusing specifically on:

  • Product Titles
  • Descriptions
  • Bullet points
  • Images

With the products now in a much healthier position, we were in a position to introduce some paid advertising to the listings.

We worked very closely with MintTwist to optimise both our Amazon Account and the Product Listings. The results have been fantastic.
Karen Doran  Commercial Director

Paid advertising

We wanted to create a campaign to compliment the

  • delivered five customised workshops for the RCA’s marketing and recruitment team
  • created a technical website audit
  • highlighted technical fixes
  • conducted keyword research and optimisations
  • generated course naming strategies
  • Designed a new URL structure and provided on-site recommendations
  • developed highly targeted campaigns to boost applications for less popular courses.

Increase in sales


Increase in click throughs


Average rankings increase


Months to see the changes take hold

The result

Our in-house digital marketing team implemented the plan with some amazing results from both Amazon SEO and Amazon Paid Advertising efforts.

Utilising SEO, we significantly improved La Montana’s organic ranking positions on Amazon for highly relevant keywords. This has led to more traffic from new potential customers and granting a greater scope for organic, scaleable growth into the future.

Furthermore, Paid Amazon Advertising campaigns streamlined and cut the costs of previous paid campaign efforts while also increasing the grade quality from new student applicants.

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