• Industry Category: Computer Scanner Accessories (Cleaning Cards)
  • Business Goals: To reduce high ACOS and TACOS, optimize campaigns for better performance, improve backend search terms, and enhance product listings for higher conversions and sales.

Client Challenges :

  • High ACOS & TACOS: The brand was struggling with poor return on ad spend, as reflected in the high ACOS (Around - 43.71%) and TACOS.
  • Poor Campaign Strategy: Existing campaigns lacked proper structure and targeting, resulting in wasted ad spend.
  • Ineffective Optimization: There was limited ongoing optimization, leading to non-performing keywords draining the budget.
  • Backend Search Terms: The product listings were not optimized for relevant search terms, reducing organic ranking and discoverability.
  • Poor Product Listing: Suboptimal titles, descriptions, and bullet points led to a low conversion rate, impacting overall sales and performance.

Organic Strategy Implemented

Product Listing Optimization:

We updated the product titles, descriptions, and bullet points by including high-volume, relevant keywords, enhancing search visibility. Additionally, we updated the product images and improved the A+ content to provide more engaging and informative details. These enhancements aim to build buyer trust and significantly boost conversions by offering a clearer understanding of the product’s benefits and features. By focusing on quality content and visuals, we are better positioned to attract potential customers and encourage purchases.

Backend Search Term Optimization:

Updated backend search term with high volume and trending search terms to index the product on maximum keywords and boost the exposure of the product.

PPC Strategy Implemented:

  • Thorough Keyword Research: We conducted in-depth keyword research using Helium 10, focusing on high-volume, relevant keywords with low competition. By targeting these keywords, we aim to improve ad relevance and performance while maximizing visibility.
  • Campaign Restructuring: We restructured our campaigns by focusing on keyword intent and product targeting, establishing distinct campaigns for broad, phrase, and exact match keywords. Additionally, we incorporated negative keywords to eliminate irrelevant searches, thereby minimizing wasted ad spend. To enhance efficiency, we implemented dynamic bidding, which allows us to adjust bids according to the likelihood of conversion. This strategic approach not only improves targeting but also optimizes our advertising budget.
  • Created Multiple Campaigns: We have developed various types of Sponsored Ad campaigns, including Sponsored Products, Sponsored Display, Sponsored Brands, and Video Ads. These campaigns are designed to enhance visibility, drive targeted traffic, and increase sales on Amazon by leveraging different ad formats tailored to specific customer needs and browsing behaviors. Each ad type serves a unique purpose, allowing us to strategically target potential customers at different stages of their buying journey.
  • Targeted Bid Adjustments: We reduced bids for underperforming keywords while increasing bids for those with high conversion rates. We also emphasized on placement optimization, targeting key placements on search result pages such as the top of search results, rest of search and product pages. This approach ensures that our ads are displayed in the most effective spots, maximizing the chances of conversion.
  • Self-Targeting Campaigns: We have created self-targeting campaigns through Sponsored Products and Display strategies to protect the brand’s products from competitors, boost visibility and reduce the bounce rate.
  • Category Campaigns: We have created category campaigns through Sponsored Products and Display strategies to enhance visibility of products within that category, driving more traffic to listings and increasing the likelihood of sales which helped to increase the overall sales and ranking within a specific category.
  • Remarketing Campaigns: We have created remarketing campaigns to target the audience who visited our products detail page in the past but not made any purchase. By doing this we have boosted brand recognition and sales.

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AUGUST

688332

Impressions

$4857.13

Spend

359

Orders

$37874.67

Sales

 8.034%

Acos

 5.14%

Impressions

September

910450

Impressions

$3042.69

Impressions

671

Impressions

$37874.67

Impressions

 8.034%

Impressions

 5.14%

Impressions

Conclusion

Through the implementation of a well-defined PPC strategy, XYZ campaign performance improved significantly in terms of reduced ACOS and increased sales. By focusing on campaign restructuring, bid optimization, and backend search term enhancements, we maximized the brand’s advertising efficiency and built a foundation for long-term profitability.
The strategy has not only enhanced paid ad performance but also positively impacted organic visibility, positioning the brand for continued growth across multiple product categories.