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Amazon Ads Campaign

An Amazon account with poorly formed campaigns, limited keyword strategy, and too much reliance on a single hero product. The goal was to improve Campaign efficiency, introduce proper keyword targeting , product targeting and boost sales across more product listings.

Objective:
Drive scalable and profitable growth on Amazon by improving ad efficiency, expanding non-branded reach, and boosting overall order volume—without compromising ROAS. The goal was to strengthen both top-line sales and bottom-line efficiency through tighter ad control, keyword strategy, and listing optimization.

Problem:
The account was running on autopilot—over-reliant on automatic campaigns, targeting mostly branded queries, and lacking clear structure or spend control. Poor keyword performance and stale creatives further impacted ACOS and limited sales velocity.

Despite decent performance from a hero product, secondary ASINs lacked visibility and conversions. Product listings were under-optimized, affecting CTR and conversion rate. External traffic was not being leveraged, and retargeting efforts were missing entirely. Additionally, operational stock challenges disrupted campaign stability, impacting ROAS in later months.

Solution & Results:
Order Growth--> Increased total monthly orders by 129% between November and April, with orders growing from ~1,500 to over 3,400. Even in May, post-stock correction, orders remained 78% higher than the initial baseline—demonstrating long-term demand creation.

ACOS & ROAS--> Improvement: Optimized campaign structure to reduce ACOS from 18.49% to 15.57%, while maintaining a ROAS consistently above 5.4 (peaking at 6.42). Efficiency improved even as budgets scaled.

Keyword Optimization--> Conducted deep keyword analysis using Amazon search term reports. Paused low-performing terms and scaled high-converting, high-relevance keywords through manual Sponsored Product campaigns, improving CPC efficiency and targeting granularity.

Campaign Restructuring--> Shifted several campaigns from automatic to manual targeting to improve budget control and avoid internal competition. Built distinct campaigns for branded, non-branded, and competitor keywords.

Sponsored Brand Expansion--> Introduced Sponsored Brand campaigns, increasing Top-of-Search Impression Share to 20%, giving the brand prime visual space and improved click-through.

Cross-Channel Amplification--> Leveraged Meta and Google Ads to drive qualified external traffic to Amazon listings, contributing to increased glance views and organic keyword lift.

On-Page Optimization--> Rewrote product titles, bullet points, and backend keywords using relevant SEO and conversion-focused language. Strengthened A+ Content and visuals, contributing to a noticeable improvement in CVR.

Inventory-Aware Scaling--> Managed spend actively during stock-out periods, reallocating budgets to secondary SKUs. Despite operational gaps, revenue impact was minimized.

Key Insights:
Identifying and targeting high-performing competitor ASINs opened up incremental purchase intent, driving high-converting traffic at a lower CPC. This approach significantly boosted visibility and sales without cannibalizing branded traffic.

Systematic improvements to titles, bullet points, and backend keywords led to better organic rankings and improved conversion rates, creating compounding benefits across both paid and organic funnels.

Actively tracking and integrating trending keywords within the category and ad campaigns helped the listings surface more frequently in search, increasing impressions and discoverability during peak buying periods.