We were approached by a renowned German car brand to conduct a comprehensive audit of their Amazon advertising account. Upon assessment, we discovered that the account had only two campaigns in place: an Automatic Campaign with all four targeting groups enabled and a manual campaign targeting 100+ Keywords with all three match types in a single campaign. The account’s overall ACOS stood at 31%. The primary goal set by the brand was to increase revenue while maintaining the ACOS at the current level.
- Account Analysis: The agency began by conducting a thorough analysis of the existing Amazon advertising account. This involved assessing the performance of the two campaigns in place, the Automatic Campaign and the manual campaign. The goal was to understand which keywords and search terms were leading to conversions and which ones were not performing well.
- Category Analysis: After the initial account analysis, the agency expanded its focus to conduct a category analysis. This step involved researching and studying the strategies of the brand’s competitors within the same product category. The agency aimed to gain insights into competitor keyword targeting, ad placements, and any areas where competitors might have weaknesses.
- Advertisement Funnel Strategy: Armed with the valuable data from the account and category analysis, the agency designed a comprehensive advertisement funnel strategy. The funnel was aimed at optimizing the brand’s advertising efforts at different stages of the customer journey.
- Top of Funnel: To strengthen the brand’s position on already converting data, the agency used Sponsored Product ads. These ads targeted relevant keywords and search terms that had previously resulted in conversions, maximizing the chances of reaching potential customers.
- Middle of Funnel: The agency utilized Sponsored Brand ads to protect the brand’s own branded placements. These ads appeared prominently on search result pages, strengthening brand visibility and loyalty.
- Bottom of Funnel: The agency employed Sponsored Display ads to target the placements of the brand’s top competitors. By strategically placing ads on competitor product detail pages or similar placements, the agency aimed to attract potential customers who were actively considering competing products.
- Measuring Success: Throughout the three-month period, the agency closely monitored the performance of the advertisement funnel. Key performance metrics, such as AD sales, ACOS, click-through rates, and conversions, were regularly analyzed to ensure the campaign was on track to meet its objectives.
- Continuous Optimization: The agency implemented ongoing optimization strategies to fine-tune the advertisement funnel. This involved adjusting bids, refining keyword targeting, and testing different ad creatives to maximize performance.
- Impressive Results: The agency’s efforts culminated in a remarkable 72% boost in AD sales within the three-month period. Additionally, the ACOS was reduced by 5%, indicating a more efficient use of the advertising budget. These results far exceeded the brand’s initial expectations and showcased the agency’s expertise in driving successful Amazon PPC campaigns.
In conclusion, the Amazon PPC ads agency’s approach demonstrated a deep understanding of the brand’s market and competitors, coupled with a data-driven and strategic funnel strategy. The successful campaign resulted in substantial revenue growth for the German car brand while maintaining a profitable ACOS level.