Targeted PPC Strategy:

We began by implementing a targeted Pay-Per-Click (PPC) strategy designed to refine ad spend efficiency and improve overall profitability. In just the first month, we successfully reduced their Total Advertising Cost of Sales (TACoS) from 17% to 12%.

This reduction was achieved by optimising keyword targeting, enhancing ad copy, and closely monitoring campaign performance to ensure that every penny spent contributed to tangible sales growth.

Sales Growth:

Our strategic efforts didn’t just stop at cost efficiency. Over the next six months, we focused on scaling their Amazon presence while maintaining profitability.

By continuously refining the PPC campaigns, optimising product listings with high-impact keywords, and leveraging enhanced brand content, we increased the brand’s sales by an impressive 42%.

This growth was a direct result of our relentless focus on aligning advertising efforts with customer demand and search behaviour.

Reduced Workload:

One of the key benefits of our partnership was significantly reducing the brand’s operational workload. By taking over the day-to-day management of their Amazon account, including handling all advertising and optimisation tasks, we allowed the brand’s team to focus on other critical business functions.

Our proactive account management ensured that their Amazon strategy was always aligned with the latest market trends, freeing them from the daily time-consuming Amazon tasks.

Conclusion:

This case exemplifies how our expertise in Amazon account management and advertising can transform a brand’s performance in a competitive marketplace.

By entrusting us with their Amazon strategy, the brand not only saw a substantial increase in sales but also enjoyed the peace of mind that comes with knowing their account was in expert hands.

Challenges: The Initial Audit

Keyword De-Ranking: The brand’s keywords were de-ranking rapidly, contributing to a worsening TACOS with little improvement in visibility or sales.

Keyword Cannibalism: The bulk of their keywords were stuffed into a single campaign, causing uneven budget allocation and poor performance across the board.

Improper Match Types: All match types were being targeted, leading to inefficiencies.

Suboptimal Bid and Placement Management: The campaign was suffering from poor bid optimisation and improper placement settings, leading to underperformance and wasted ad spend.

Action Plan & Execution: Turning the Ship Around

Restructuring Campaigns: We began by restructuring the PPC campaigns, applying a more focused approach:

One Keyword, One Campaign: We moved to a “1 keyword per campaign” structure, focusing on exact match types for the keywords that were critical to ranking.

Bid and Placement Optimisation: We optimised bids and placements, specifically targeting Top of Search (TOS) placements to increase visibility and sales.

Focused on Short-Term ACOS Improvement: Initially, the ACOS remained high, but our strategic push toward better keyword ranking began to improve TACOS. This foundational work was key to achieving long-term results.

Fine-Tuning and Optimisation: Once the keywords stabilised and rankings improved, we started:

Bid Optimisation: Continued tweaking bids for further improvement, resulting in a steady reduction in ACOS.

Testing Other Match Types: Experimenting with various match types and bids to lower CPC and ACOS.

Results: Achieving Remarkable Success

ACOS Decrease: In just 3 months, we successfully reduced ACOS from 90% to 32%.

TACOS Reduction: Similarly, TACOS dropped from 18% to 6%, significantly increasing profitability.

Net Margin Boost: The brand’s net profit margin increased from 8% to 20% over the course of the year.

Challenges: Underperforming Listings

Inconsistent Branding: The store design lacked cohesiveness and failed to leverage the brand identity to engage customers.

Poor Quality Images: The product listings featured low-quality images, which reduced customer engagement and conversion rates.

Lack of A+ Content: The brand’s listings lacked enhanced A+ content, which limited the ability to highlight key features and differentiate from competitors.

PPC Campaign Issues

Over-Extended PPC Spend: The brand’s advertising spend was too high, with many underperforming keywords draining the budget.

TACOS Imbalance: Despite significant spending, TACOS was higher than the industry benchmark (~10%), making profitability difficult to achieve.

Action Plan & Execution

Listing Optimisation

We started by refining their listings and making the products visually appealing:

High-Quality Images: Replaced outdated product images with professionally shot photos, including clear, zoomable product images, lifestyle shots, and infographics that highlighted key product features.

A+ Content Development: Designed A+ content featuring comparison charts, product modules, and brand storytelling to better communicate the value proposition of their products. This provided a more engaging experience for potential customers and helped build trust.

Storefront Design: Created a visually stunning Amazon storefront that aligned with the brand’s overall aesthetic and reinforced a cohesive brand experience. This included well-organised product categories, dynamic banners, and promotional sections for key products.

PPC Campaign Restructuring

The goal was to reduce excessive ad spending while maintaining visibility:

Campaign Segmentation: We restructured the PPC campaigns, breaking them into more granular, tightly focused ad groups. This allowed us to allocate budget more efficiently and track the performance of individual keywords.

Targeted Keywords & Bid Optimisation: Through extensive keyword research, we prioritised high-converting search terms and gradually lowered bids on underperforming ones.

Improved ACOS and TACOS: Over a period of months, we optimised the campaigns to significantly reduce both ACOS and TACOS, focusing on sustaining profitability without sacrificing reach.

Results: Improved Visibility and Reduced Spending

Increased Sales Conversion: After optimising product listings and creating engaging A+ content, the brand saw a 30% increase in conversion rates within the first quarter.

Enhanced Brand Identity: The redesigned Amazon storefront provided a more polished, user-friendly experience, helping increase customer retention and brand loyalty.

Reduced TACOS: Through the restructured PPC campaigns, the brand’s TACOS dropped from 16% to 9%, contributing to overall profitability.

Cost-Effective Ad Spend: With tighter control over bids and a more targeted keyword strategy, ACOS decreased by 22%, reducing unnecessary ad spend and driving more organic traffic