Bebesup is Korea’s most trusted baby wipe brand, having been ranked number one in sales in Korea for six consecutive years from 2016 to 2021, thanks to its superior product quality and safety. Following its success in the Korean market, the company sought to expand into the U.S. market, using the Amazon platform—the largest ecosystem in U.S. online commerce—as its first stepping stone. As the largest marketplace in the U.S., Amazon is highly competitive; to minimize trial and error, Bebesup needed a professional partner with expertise and extensive experience in Amazon, which led to their collaboration with Disrupt. Through this partnership, Bebesup was able to lay the foundation for full-scale international sales on Amazon during the initial entry phase.
Phase 1
Amazon PPC Advertising Strategy Development
Bebesup introduced six types of baby wipes as its first products for registration and sale on Amazon. In response, Disrupt conducted in-depth research into these six products, the U.S. baby wipe market, and the keywords necessary to expose these products most efficiently and effectively. Based on this market data, we established an advertising strategy and set up the ad campaigns accordingly. Keyword research, the core and foundation of Amazon PPC, relies heavily on two factors: search volume within Amazon and product relevance. Using these two factors, we selected and grouped the keywords with the highest potential for performance and applied them to the campaigns. By targeting one keyword group per campaign, the function and strategy of each campaign became clearer, enabling effective performance optimization.
Phase 2
Amazon PPC Advertising Optimization
In the early stages of PPC operations, we focused on increasing Amazon ad efficiency by aligning with Bebesup’s brand direction and priorities. As we gradually scaled up, we continuously adjusted bids to maximize advertising efficiency. Through this ongoing optimization, we were able to steadily increase not only sales relative to ad spend but also overall ROAS.
Additionally, we actively utilized ASIN targeting strategies to meticulously analyze and select competitor products for targeting. By refining and advancing our ASIN targeting strategy—which exposes Bebesup products to customers searching for competitor items—we were able to more effectively identify the key competitor products that drive the highest purchase conversions. Because ad performance was clear for each campaign, we closely analyzed the results and adjusted bids based on data to incrementally improve advertising outcomes.
Phase 3
Consulting for Performance Improvement
Throughout our partnership and management of Bebesup’s Amazon PPC advertising, we maintained close communication and a strong relationship through timely consulting, in addition to weekly updates and monthly meetings. For example, we provided tailored advice and guidance on the importance of building brand awareness during the initial market entry, as well as promotional strategies for Amazon Prime Day and Black Friday. As a result, we achieved a remarkable ROAS of 7.46 within just six months of launch.
