To get things started, we conducted STR keyword harvesting to identify specific, high-intent keywords, and optimizing campaign targeting. This was followed by SQP keyword harvesting to broaden keyword reach and uncover additional opportunities.

• Implemented comprehensive negations of irrelevant search terms, including those with a 100% ACOS in the last 65 days, to improve campaign efficiency.
• Organized new campaigns by grouping based on seed keywords, ensuring no keyword duplication across existing campaigns, and isolating new keywords for a structured approach.
• Prioritized seed keywords as the foundation for campaign structure in large accounts.
• Launched campaigns for a new product and isolated its ASIN for targeted performance.
• Monitored and adjusted budget allocation to optimize RoAS while maintaining control over ACoS.
• Increased the budget for campaigns with an ACoS of less than 30% to signal Amazon’s willingness to invest more in high-performing campaigns.
• Isolated high-ACOS search terms, targeting them in exact match campaigns to control CPC and reduce wasted ad spend, while negating them from discovery campaigns.
• Closely tracked campaign performance and launched new campaigns based on insights.
• Evaluated whether the current ACoS goal was aligned with the client’s objective of increasing impressions and sales, particularly given the recent sales decline.
• Analyzed historical ACoS performance and compared it with current performance to ensure that efforts to optimize ACoS did not negatively impact impressions and sales.
• Ensured that ACoS goals were aligned with the broader objective of balancing cost efficiency with sales volume, thereby driving revenue growth.
• Initiated SD View RM campaigns to attract new customers and expand reach.
• Adjusted bidding strategies to UP and DOWN for campaigns targeting “SELF” (self-branded keywords).
• Optimized ACoS to meet target benchmarks by refining bid adjustments and targeting strategies.
• Expected a temporary decline in sales during the optimization phase, a normal outcome, with a focus on long-term growth and efficiency post-optimization.
• Increased the frequency of tracking key performance indicators (KPIs) to identify trends early and make necessary adjustments.
• Refined audience targeting based on past performance data to focus on high-conversion demographics.
• Conducted budget analysis to ensure efficient allocation of resources, prioritizing high-performing campaigns for maximum returns.
• Tested additional campaigns targeting untapped keywords to expand the account’s reach.
• Developed BOGO promotions to drive sales for slower-moving products.
• Created virtual bundles to increase the average order value per transaction.
• Launched holiday promotions to capitalize on seasonal demand and boost sales.