High advertising spend and ACoS was leading to unprofitable sales
Reducing advertising spend without reducing sales to improve the profitability of the account
Constantly changing catalog with new products coming in every month
YoY account growth had slowed
Solution
Restructured Sponsored Product Ads and Sponsored Brand campaigns for greater control of each product and keyword
Created campaigns focused on owning branded traffic while blocking competitive brands
Identified and reduced ad spend in historically low performing keywords
Provided image guidance to promote greater conversion rates
Advertising was able to identify fast selling products that we were able to convert into top selling listings
Created promotions to incentivize customers to increase their cart sizes
Dammit Dolls is a brand of stress relief dolls, toys, and gifts featuring a wide array of designs across over 70 SKUs that they have been selling on Amazon for over 3 years.
Results
Conversion rates improved from 15.56% in Q4 2016 to 21.66% in Q4 2017 – a 28.16% increase YoY
Reduced advertising spend in Q4 2017 by 60% vs 2016
Grew Q4 Sales in 2017 by 2.5% versus 2016
Average Units per Order went up 4% YoY
Maintained an ACoS of below 10% for the past 9 months
