Amazon PPC Case Studies

When we took over this account, the targeting strategy lacked structure and focus. Many root keywords, essential for driving visibility and sales, were either not targeted or poorly addressed. Even the root keywords that were included in the campaigns were not comprehensively covered, with most of their associated long-tail variations missing from the targeting strategy. This fragmented approach left significant growth opportunities untapped and limited the client's organic ranking potential.

We devised a clear and strategic 3-month plan to reorganize the account and enhance keyword visibility. The primary goal was to build a robust targeting structure that aligned with Amazon’s algorithm, maximizing organic ranking and product relevance. Here’s how we did it:

• Keyword Coverage: We identified and categorized key root keywords, ensuring comprehensive targeting of their long-tail variations to capture high-intent shoppers.
• Targeting Optimization: Campaigns were restructured to focus on precise keyword segmentation, enabling efficient ad spend allocation.
• Amazon Algorithm Alignment: By improving visibility for specific keywords, we aimed to increase the product's relevance in Amazon’s ecosystem, boosting organic rankings and driving sustainable growth.

The results of our structured approach are clearly illustrated below

Before and After

• PPC Sales Growth: We scaled average monthly PPC sales from $30,000 to $70,000, unlocking significant revenue potential.
• Improved ROAS: The return on ad spend (ROAS) improved from an average of 4.5 to 7, ensuring more profitability per dollar spent on ads.

Year-over-Year (YoY) Growth

• YoY Sales Increase: Sales improved from $70,000 to $105,000 YoY, highlighting the sustained growth achieved through our optimized strategy.

By focusing on structured targeting, keyword relevance, and campaign alignment with Amazon’s algorithm, we not only scaled sales but also improved efficiency, delivering exceptional ROI for the client.

When we took over this account, the targeting strategy lacked structure and focus. Many root keywords, essential for driving visibility and sales, were either not targeted or poorly addressed. Even the root keywords that were included in the campaigns were not comprehensively covered, with most of their associated long-tail variations missing from the targeting strategy. This fragmented approach left significant growth opportunities untapped and limited the client's organic ranking potential.

We devised a clear and strategic 3-month plan to reorganize the account and enhance keyword visibility. The primary goal was to build a robust targeting structure that aligned with Amazon’s algorithm, maximizing organic ranking and product relevance. Here’s how we did it:

• Keyword Coverage: We identified and categorized key root keywords, ensuring comprehensive targeting of their long-tail variations to capture high-intent shoppers.
• Targeting Optimization: Campaigns were restructured to focus on precise keyword segmentation, enabling efficient ad spend allocation.
• Amazon Algorithm Alignment: By improving visibility for specific keywords, we aimed to increase the product's relevance in Amazon’s ecosystem, boosting organic rankings and driving sustainable growth.

The results of our structured approach are clearly illustrated below

When we onboarded this client, they were running excessively broad-targeted campaigns that covered all major keywords, including branded search terms. The client, operating in the highly competitive supplement category, had launched their product just one month prior and faced significant challenges with wasted ad spend and poor ROAS.

The client came to us with a bold strategy of running PPC at a 0.6 ROAS to build visibility and gather subscriptions for long-term growth. However, their overly aggressive approach led to inefficiencies, as their campaigns targeted highly competitive keywords and categories without consideration for their new product's position in the market. This resulted in:

• Wasted Ad Spend: Significant budget drained on highly competitive keywords.
• Minimal Returns: A lack of sales traction due to low organic relevance and a small review base.

To address the inefficiencies, we implemented a targeted and cautious approach:

1. Strategic Keyword Targeting:
   • Focused on low-competition root keywords and long-tail variations where the product could gain traction more easily.
   • Prioritized keywords that offered opportunities for quick organic ranking improvements.
2. Negative Targeting:
   • Aggressively excluded high-competition and low-relevance search terms to minimize wasted ad spend.
   • Avoided targeting branded and extremely competitive generic keywords until the product built a stronger review base.
3. Building Organic Relevance:
   • Leveraged targeted campaigns to improve relevance for selected keywords.
   • Prioritized organic rank gains to gradually increase visibility without relying solely on paid advertising.
4. Incremental Scaling:
   • As the product gained reviews and organic relevance, we gradually expanded targeting to include moderately competitive keywords, ensuring profitability remained intact.

• Enhanced Visibility: By avoiding competitive markets, the product gained visibility within its niche and quickly established a foothold. This allowed the client to build organic relevance while efficiently capturing high-intent traffic.
• Improved PPC Efficiency: The approach resulted in better PPC sales with significantly higher ROAS compared to the client's initial campaigns. Specifically, we improved the ROAS from 0.5 to 0.85 while simultaneously scaling daily ad spend from $1,000 to $3,000 within just 15 days, achieving both efficiency and growth.
• Stronger Long-Term Growth Foundation: The combination of better ROAS, increased ad spend, and organic ranking improvements positioned the product for sustained growth in the highly competitive supplement category.

This case study demonstrates how a data-driven, focused approach can turn around inefficient campaigns, even in competitive markets, and drive both short-term and long-term results effectively.