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Client Overview

A well-established brand with over a decade of Amazon selling experience and 100+ SKUs, generating 7-figures in annual revenue. They were seeking support with increasing visibility and rankings for key products in their catalog through advertising while staying profitable.

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The Challenge

When we began working with this established seller, they faced several challenges:

• High advertising costs with a 23% ACOS
• Limited visibility for key products
• Poor organic rankings for essential search terms
• Inefficient campaign structure limiting growth potential
• Monthly ad performance plateaued at £9,376 in sales with £2,112 in ad spend

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Initial Audit Findings

Our comprehensive account audit revealed several crucial issues limiting their advertising effectiveness:

Campaign Structure Issues

• Products were grouped in the same campaigns regardless of search relevance
• Products showing up for irrelevant search terms, leading to wasted ad spend
• No systematic approach to keyword discovery and optimisation
• Lack of targeted campaign strategy for individual products to scale ad spend profitably

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Our Solution

We implemented a methodical, data-driven approach focused on maximising ROAS through precise targeting and systematic optimisation.

Strategic Framework

1. Individual ASIN Portfolio Strategy
   • Created separate portfolios for each ASIN
   • Developed product-specific campaign structures
   • Eliminated cross-product keyword cannibalisation
2. Three-Tier Campaign Structure
   • Discovery Phase: Auto campaigns for initial keyword harvesting
   • Research Phase: Broad match campaigns for search term exploration
   • Scaling Phase: Single Search Term (SST) exact match campaigns for proven performers
3. Systematic Optimisation Process
   • Weekly optimisation schedule
   • 30-day lookback period for data analysis
   • Strict focus on high-converting (>20-30%) and low ACOS (<5-10%) search terms
   • Manual optimisation without AI tools for precise control

Implementation Timeline

• Weeks 1-2: Campaign restructuring and portfolio creation
• Weeks 3-12: Continuous optimisation and scaling of successful campaigns
• Weeks 13-16: Achievement of peak performance metrics

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Results

Key Performance Metrics (July to December)

• Ad Sales: Increased from £9,000 to £40,000
• ACOS: Reduced from 22% to 11%
• Advertising Conversion Rate: Improved by 12%
• Impression Share: Increased from <10% to >50% for key terms
• TACOS: Decreased to below 5%
• Organic Rankings: Achieved top 5 position for multiple key search terms
• New-to-Brand Customers: 8x increase

Additional Business Impact

• Record-breaking monthly sales in December
• Increased brand store traffic and larger average basket sizes
• Significant improvement in organic sales performance
• Enhanced brand visibility and market presence

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Success Factors

Methodical Approach

• Strict weekly optimisation schedule
• Data-driven decision making
• Manual campaign management for precise control
• Focus on scalable, profitable growth

Campaign Structure

• Single ASIN portfolios
• Targeted discovery campaigns
• Strategic use of auto and broad match campaigns
• Precise single search term campaigns

Ongoing Strategy

The success of this approach has led to its adoption as our standard operating procedure, featuring:

• Continued focus on individual ASIN optimisation
• Regular monitoring and adjustment of campaign performance
• Systematic scaling of successful search terms
• Maintenance of strict ACOS targets

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This case study demonstrates how a methodical, data-driven approach to Amazon advertising can dramatically improve performance while reducing costs. The strategy continues to deliver consistent results, providing a scalable framework for sustainable growth.

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