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A 4.7x increase in PPC sales, with 10% lower ACOS
Amazon Advertising Lessons - May 26
George Reid
May 26, 2023
In this week’s email, we would like to share a recent case study from one of our accounts, where we were able to generate a 4.7x increase in monthly PPC sales, with 10% lower ACOS.
Importantly, this didn’t happen overnight. Over the last year since we started managing, there has been a constant upward growth month-over-month.
Month-over-Month performance screenshot
Last year, we started at €2k in monthly PPC sales. Now, we're at €9.4k.
We've doubled our sales this year vs the same period LY (€3k then, €9.4k now).
Our ACOS went down by 23%, from 61% to 38%.
Total sales are up by 65% vs LY.
Find out what’s wrong with your Amazon Ads. Book a PPC Audit.
How did we do it?
We focused on the things that matter. In summary:
🚀 Building a solid campaign structure:
We started with an optimum campaign structure, that would allow us to scale up efficiently with minimum wasted spend.
For this, we set up separate campaigns for each product. Each campaign was split by,
Target groups; from related to highly relevant.
Target density; with less than 20 keywords or product targets per campaign; for increased exposure
Match type (Broad and/or Broad modifier, or Phrase, or Exact)
This helped us manage bids and budgets effectively, gain more control, and get more granular data to make informed decisions.
🚀 Using best practices
With PPC, there are several best practices that help move in the right direction. These include:
Regular bid optimization
Placement level adjustments: Top of Search had higher ROI, we directed most of the spend towards it
Keywords funnel; from research to ranking
Negative targeting (on broad, phrase, and auto campaigns)
A balance between bids and daily budget, to ensure campaigns are not going OOB.
🚀 Focused strategies and tracking
Each product is different, so we used different strategies for each one.
Some had high click-through rates, while others led to more overall sales.
We ran a variety of strategies and used all available ad types to reach more shoppers.
In our reports, we track individual product TACOS (target based on business goals and significance)
🚀 Jumping on new features & updates
Amazon has introduced many new features over the past year.
We made the most of these, using things like video creatives, lifestyle images, new contextual targeting, retargeting, and the new dashboard tools for extra insights.
🚀 Optimizing listing for conversion
We made sure each listing was as good as it could be
We leveraged PPC data to add more search terms
Other learnings:
'Based on your recent views' Sponsored Category on Amazon. Shoppers who engaged with your SP ads recently can see these Ads. While retargeting is not available on SP, a better CTR can help capture more of these new placements. [Read more].
We tried the new Subscribe and Save voucher. Within 2 weeks, it helped generate over £500 in additional sales, get more subscribers, and higher conversion. [Read more].
Form -£59 to £7.4k in monthly profit. A case study of a single-product account that achieved growth through Amazon PPC, despite having a limited budget.[Read more].
SP Ads showing on SD placements. Recently, SP ads were spotted running on the SD ad placement on PDP and looked similar to the SD creative. [Read more].
Thanks,
Himanshu
RESOURCES