/Case study
How We Scaled a Struggling Amazon Brand to $12.6M+ While Holding ACoS at 29%
/Client
US HOME & KITCHEN BRAND — AMAZON.COM
/Marketplace
Amazon.com (USA)
/Year
2023
/Engagement type
Full PPC management & account oversight
Brief
This established US-based Amazon brand had strong organic traction but was hemorrhaging profit through unstructured advertising. Despite consistent monthly ad investment, ACOS had been climbing steadily for 6 months, sales had plateaued, and the account had no clear campaign architecture. Budget was leaking into broad, low-intent traffic while high-converting search terms were underfunded. The brand needed a complete advertising rebuild — not incremental tweaks.
The challenge
- ACOS had climbed to 43%+ against a target of under 30%
- Campaign structure was flat — single broad/auto campaigns with no segmentation
- No search term isolation — winners and wasted spend were pooled together
- Placement data was ignored — Top of Search vs. Rest of Search bids were identical
- No negative keyword hygiene — irrelevant spend had accumulated for months
- Budget pacing was inconsistent, causing rank drops during peak traffic windows
What we did
Month 1 — Audit & rebuild
Conducted a full PPC audit across all active campaigns. Identified $4,200+ in monthly wasted spend across irrelevant search terms. Shut down underperforming campaigns, harvested converting search terms, and rebuilt campaign architecture from scratch using a 3-tier structure: Auto Discovery → Broad/Phrase Research → Exact Harvest.
Month 2 — Bid & placement optimization
Implemented placement-level bid adjustments based on historical conversion data. Top of Search multipliers set selectively for high-intent exact campaigns. Introduced dayparting rules to concentrate budget during peak conversion windows (evenings and weekends).
Month 3 onwards — Scale & compound
As winning keywords were isolated and organic rank improved from PPC-driven velocity, we systematically scaled budgets on profitable campaigns. Introduced Sponsored Brands and Sponsored Display to capture upper-funnel traffic and defend branded search terms.
Ongoing
Weekly optimization cadence: search term reports reviewed every 7 days, negatives added on the 1st and 15th of each month, keyword research refreshed monthly, and full performance reports delivered to the client every 2 weeks.
Skills & deliverables
- Amazon PPC strategy
- Campaign architecture
- Search term analysis
- Bid management
- Placement optimization
- Negative keyword harvesting
- Sponsored Brands
- Sponsored Display
- Weekly performance reporting
- Account health monitoring
/Results snapshot
0
YTD sales
0
Revenue growth
0
ACOS held
