eCOMMERCE GROWTH.
PERFECTED.

The Back Story

Mondelez is known for delivering a broad range of high-quality snacks made with sustainable ingredients and packaging that consumers can feel good about. On Amazon, to further amplify their results, Mondelez weighed up the benefits of Amazon PPC management and decided they wanted to scale, while maintaining a desirable ACoS.

From improper search term management, bids to campaign structure, when they came to us, they were facing a host of challenges with their Amazon PPC management.

After we sat down with Mondelez to understand their objectives, and reworked their campaigns, Mondelez’s Amazon account grew exponentially, and they managed to generate 7 digits in revenue WHILE keeping their Advertising Cost of Sales (ACoS) at a single digit.

The Problem

Mondelez had 1,000+ SKUs on their Amazon store, and they were bidding the same on all their Amazon ads. This was limiting their ability to bid more aggressively on high converting items. It was also hurting the total ACoS by not reducing bids on lower converting items. They were also in a dire need of optimising their search term management and creating a proper campaign structure.

The Goal

1. Have a month‐over‐month increase in revenue.
2. Keep the ACoS under 10%
3. Manage their Amazon advertising account, so they could focus more on product supply and on the fast and safe delivery of those products.

Our (Winning) Approach

For Mondelez, we focused mainly on the Seller Central Sponsored Products – ads based on keywords and product targeting. The campaigns were split into Auto and Manual targeting. The Auto Campaigns behave like Google Shopping Campaigns. Amazon scans the product listing and decides what keywords your ad will appear for. While this is helpful because Amazon casts a wide net, advertisers lose all keyword control.

By analyzing the Amazon Sponsored Products Search Terms Report, we added 1000s of negative keywords to stomp unprofitable terms out of the auto campaigns saving money, and improving the ACoS.

We then took the best-converting terms and added them to Manual Campaigns thereby optimizing our bids on these valuable terms. We also grouped Mondelez’s products by category, and ensured that each major category had both automatic and manual campaigns. We used this combination of automatic and manual with the goal of segmenting and making judgments on each individual product. Plus, conducting AB testing on headlines and optimizing product images made the campaigns increasingly efficient.

The Result

In the first 2 months, we got 60% more clicks and 40% more volume than our nearest competition. We blocked out 107 weak terms that were not related to the product and were draining the ad spend in just 1 out of 200+ auto targeted ad groups – that is approx 14,000 negative keywords that we added to the account. We were also able to drastically reduce the ACoS to 10%.

60% increase in clicks
40% more volume than the nearest competition

Services we provided

AB Testing
Listing Optimization
PPC Advertising Management
Keyword Optimization

Scaling the Amazon presence of one of the biggest brands in the world.

The Back Story

Hazel Manufacturing is a family owned business that manufactures automobile parts. They have been active since the mid 2000s and take pride in their superior products. On Amazon they have been active since 2015.

The Problem

With the quality they provide, they had a very low POs. There were issues of client dissatisfaction with the total invoice amount on weekly orders from Amazon Vendor Central. Unoptimized product pages, and a lack of proper and detailed vehicle year/make/model information in title and bullets; this was in addition to a lack of A+ rich content. The average ACoS of 46% ACoS was also a problem.

The Goal

1. Reduce ACoS
2. Optimize keyword research and integrate it accordingly
3. Manage the types of ads that are being run

Our (Winning) Approach
We optimized their product pages to better their SEO ranking. We also created a new A+ content template to apply to product categories (i.e., comparable to EBC), upgraded product page titles, bullet points, product description, and did a thorough competitive keyword analysis.
This helped us launch a proper Amazon Sponsored Ads campaign to increase sales momentum and increment sales gain. We also established successful campaigns in Sponsored Ads to drive traffic on keywords that best convert to sales.

The Result

We were able to top the category best selling rank for thousands of SKUs. Our approach was able to reduce Amazon sponsored ads cost of sales (ACoS) from 46% To 11.7%. We helped increase product rank in Amazon organic results for thousands of keyword combinations and permutations and successfully launched multiple new brands and products.

34.3% decrease in ACoS
4x increase in YoY ad revenue

Services we provided

SEO and Product Optimization
PPC Advertising Management
Keyword Optimization
Operational Planning

Helping a mid-sized family business beat established names on Amazon.

The Back Story

SilverShades are a stationary company that produces quality notebooks, pens, boxes and more. THey are very popular amongst millennial professionals.

The Problem
While SilverShades have great products, they struggled with the complex, ever-evolving landscape of Amazon PPC Advertising. As the world’s fastest growing advertising platform, Amazon is constantly adding new features and updates. We noticed that there was no consistent keyword discovery process, no individual keyword bid optimization and they relied on broad match campaigns amongst a host of other problems.

The Goal

1. Scale their business while maintaining a desirable ACOS
2. Improve CTR

Our (Winning) Approach

SilverShades had keywords with 1, 3, 8, and 14% ACOS, each with hundreds to thousands of dollars in Ad Spend. Not bad! But just because it was a good campaign is good, doesn’t mean it’s optimized! We pored over their search term reports to uncover wasted ad spend, for irrelevant searches that didn’t earn conversions. These searches were added as negative keywords to prevent further wasted spend.

By proactively and reactively adding negatives to broad match campaigns, we were able to raise SilverShades’s CTR by 21% within the first month. Because Amazon likes to show targeted and relevant ads, they rewarded SilverShades with a higher ad rank (which means more impressions, more clicks, and more sales).

Another thing we noticed with SilverShades’s reports was that for a lot of keywords, most of their sales were coming from only a few specific search terms. These search terms were limited in their performance because they had to share the same bid as those searches that were wasting money and earning a low CTR. We separated these high-revenue search terms so we could give them an aggressive bid of their own, one that maximizes revenue while staying within their target ACOS.

Using cutting edge tools to find search terms that generate revenue we targeted high volume search terms as “exact match keywords” at an optimized bid price (based on performance). The final step was adding those same keywords as “negative exact” keywords to the broad/auto campaigns where they were found. With this keyword discovery process, SilverShades was able to double their ad spend while maintaining a highly profitable ACOS.

In SilverShades’s case, some keywords had under 3% ACOS while others were well over 200%. Our goal was to optimize each individual keyword’s bid for maximum visibility and revenue. We implemented a strategy to find the perfect bid for every keyword. We did this for every single keyword in every one of their campaigns. By bidding more aggressively on lower ACOS keywords, we were able to squeeze out as much revenue as possible. This strategy made their total ACOS rise by 2 points.

The Result

With a little PPC love, SilverShades experienced 448% revenue growth through the Holiday Season and maintained 50% revenue growth afterward. SilverShades was able to move 86% of their total Ad Spend to manual campaigns where keywords are performance-based and individually optimized to achieve:
Maximum visibility
Maximum revenue

With keyword optimization and the elimination of wasted ad spend, SilverShades is now confidently spending 96% more on advertising and reaping both paid and organic benefits. Only 14% of Ad Spend remains in auto campaigns for continual keyword research.

50% revenue growth achieved
3x increase in YoY ad revenue

Services we provided

SEO and Product Optimization
PPC Advertising Management
Keyword Optimization
Operational Planning

Helping a Millennial-loved product succeed in a Millennial-preferred platform.