736.28% Increase in sales by my 3S Amazon PPC Strategy “Spending, Stability and Scalability”

This case study highlights our strategic approach to turning around a struggling pet supplements brand on Amazon. Over five months, we guided the account through three critical phases—Spending, Stability, and Scalability—achieving significant improvements in sales, ad performance, and market presence.

Phase 1: Spending Phase (June 2024)

Challenges:

When we took over the account, ad campaigns were underperforming with low impressions, clicks, and minimal relevance in the competitive pet supplements market. CPC and ACOS were high, while organic ranking and visibility were poor.

Our Actions:

• Competitor targeting: Targeted large, established competitors in the niche to build relevance and visibility.
• Broad Campaigns: Launched broad and phrase match campaigns to increase impressions and identify high-performing keywords.
• Category & ASIN Targeting: Ran campaigns targeting relevant categories and competitor ASINs to establish market presence.
• SEO Optimization: Improved product listings with relevant keywords to boost organic discoverability.
• Visibility Boost: Focused on driving impressions and page views through strategic ad investment.

Outcomes (from Metrics):

• Ad Spend: £1,137.15
• PPC Sales: £626.77
• Total Sales: £1,075.61
• ACOS: 181.43%
• True ACOS: 105%
• Impressions: 1,031,043
• Clicks: 418

Phase 2: Stability Phase (July 2024 – August 2024)

Challenges:

After gaining some relevance, the next step was to optimize campaigns for profitability by reducing costs while maintaining steady sales growth.

Our Actions:

• Campaign Relaunch: Redesigned campaigns to control costs by introducing exact-match campaigns and refined targeting.
• Bid Optimization: Lowered CPC by analyzing underperforming keywords and reallocating budgets to high-converting ones.
• Review Building: Enhanced trust through review-building strategies.
• Impression Growth: Continued increasing impressions to expand market share.

Outcomes (from Metrics):

July:

• Ad Spend: £939.97
• PPC Sales: £607.21
• Total Sales: £1,268.40
• ACOS: 154.80%
• True ACOS: 74.11%
• Impressions: 536,088
• Clicks: 324

August:

• Ad Spend: £686.98
• PPC Sales: £970.62
• Total Sales: £1,859.29
• ACOS: 70.78%
• True ACOS: 36.95%
• Impressions: 340,430
• Clicks: 385

Phase 3: Scalability Phase (September 2024 – October 2024)

Challenges:

With the account now stable, the focus shifted to scaling sales while maintaining a healthy ACOS.

Our Actions:

• Advanced Targeting: Leveraged brand ads, video ads, and competitor-focused strategies to drive sales.
• Cross-Category Targeting: Expanded targeting to complementary pet products, capturing a wider audience.
• Organic Ranking: Focused on SEO to boost organic rankings and sales.
• Data-Driven SOPs: Used structured metrics analysis to scale campaigns effectively.

Outcomes (from Metrics):

September:

• Ad Spend: £1,300.01
• PPC Sales: £3,084.78
• Total Sales: £4,917.05
• ACOS: 42.14%
• True ACOS: 26.44%
• Impressions: 831,867
• Clicks: 819

October:

• Ad Spend: £1,978.05
• PPC Sales: £4,030.85
• Total Sales: £8,997.16
• ACOS: 49.07%
• True ACOS: 21.99%
• Impressions: 1,040,471
• Clicks: 1,152
  

Performance Metrics Summary (June – October)

Conclusion

This five-month strategy successfully transformed a struggling Amazon account into a profitable and scalable operation. By systematically addressing the Spending, Stability, and Scalability phases, we achieved:

• A 7x increase in sales compared to initial performance.
• A significant improvement in organic ranking and visibility.
• Long-term growth for the client’s brand, resulting in a happy and satisfied customer.