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By Prem Gupta · August 21, 2024 · Curated by George's Blog
How Strategic Amazon PPC Management Boosted a Shoe Brand's Market Share and Slashed Costs by Over 40%✅In March 2024, we took over the Amazon PPC campaigns for a leading shoe brand facing several challenges, including a high TACOS of 12-14%. Our mission was clear: increase market share, boost sales, and tackle Buybox challenges from numerous resellers.Strategies Implemented👉Campaign Restructuring: We revamped existing campaigns and introduced micro-level campaigns, focusing on individual product performance for effective optimization. 👉High-Performing Targets Harvesting: Using SQP Reports, we identified and aggressively promoted high-converting targets, isolating high-volume targets into distinct campaigns to enhance visibility and conversions.👉Buybox Challenges: We developed campaigns prioritizing Buybox winners, and allocating a higher budget to styles with strong Buybox percentages to ensure effective promotion.👉Ad Group Optimization: Implementing multiple ad groups within campaigns allowed us to control ACOS while maintaining strong sales and conversions, a strategy particularly effective in the shoe category.👉Bid & Budget Management: We allocated our budget across Sponsored Products (65%), Sponsored Brands (15%), and Sponsored Displays (15%), optimizing bids for top-of-search placements during peak traffic times to maximize visibility.👉Weekly Buybox Analysis: Weekly analysis of Buybox gains and losses for each style ID allowed us to adjust campaigns, keeping focus styles competitive and visible.👉Gender-Specific Segmentation: We separated men’s, women’s, and kids’ style IDs into distinct campaigns with relevant keywords, optimizing ad spend allocation and improving performance across categories.👉Match Type Strategy: Analyzing performance, we found that phrase match keywords outperformed exact and broad matches, leading to better conversions after adjusting our campaigns accordingly.👉Keyword Optimization: We continually identified and eliminated non-performing keywords, especially in broad and phrase match campaigns, minimizing wasted ad spend. Auto campaigns were refined weekly by negating ineffective search terms.👉Positive Search Term Utilization: Leveraging STR reports, we created dedicated campaigns for high-converting search terms, ensuring our ad spend focused on the most profitable terms.Results:✅March 2024: 41.3% Year-on-Year (YoY) growth.✅April 2024: 61.9% YoY growth.✅May 2024: 15.3% YoY growth, even as the market stabilized.✅June 2024: Continued growth at 6.3% YoY.✅July 2024: 60.5% YoY growth, with PPC sales up by 177%.Additionally, TACOS dropped below 10%, a significant improvement from the previous 12-14%, highlighting more efficient ad spending.hashtag#amazon hashtag#amazonadvertising hashtag#amazonads