MAG Case Study: An Entertainment Brand's Growth on Amazon
29%
Growth YoY
Aligned ACoS goals to balance cost efficiency and sales growth.
73%
Increase in ad sales
Boosted through BOGO promotions, virtual bundles, and holiday campaigns.
2 ppt
Decrease in ACOS
Cut ad spend by targeting high-ACOS terms in exact match campaigns.
542+
Days with My Amazon Guy
Onboarded with our Amazon agency on August 5, 2023
Overview
Industry: Entertainment
Location: USA
With the strategic expertise of our Amazon specialists—optimizing campaigns, refining keywords, and launching tailored promotions—this entertainment brand soared to $31,179 in sales during November 2024, turning challenges into measurable success.
My Amazon Guy Services
- Amazon PPC
- Platform Management
- Holiday Strategy Management
- Troubleshooting & Logistics
The Challenges
- High ACOS
- Lack Of Strategy
- New CD – Barely any traction
- Niche Product – difficulty in KW harvesting
The Approach
- Conducted STR Keyword Harvesting to identify specific, high-intent keywords, optimizing campaign targeting.
- Followed up with 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.
The Impact
- 29% growth YoY
- 73% increase in AD sales
- 2ppt improvement in ACOS while increasing ad spend and total sales
- Gained traction on New CD
- Top 2 ASIN are currently Amazon’s #1 Best Seller
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