We had the opportunity to work with a client who was facing significant advertising challenges in the first half of 2022. Brand X, our client, experienced stagnated topline growth despite increased advertising investment. Rising CPCs, increased saturation on key search terms, and higher shipping costs contributed to thinner margins. In July 2022, Brand X approached us at Incrementum Digital, seeking solutions to increase their topline sales during their peak season and overcome the decline in sales following the holiday months. During an in-depth Amazon Advertising audit with our team, we discovered several challenges that hindered the effectiveness of Brand X's advertising efforts...
Poor Campaign Structure
Lack of Relevant Targeting
Insufficient Brand Exposure and Reach
Spotty ASIN Targeting
Chaotic Amazon DSP Strategy
Brand X’s account lacked proper organization and resource allocation, with a mix of high- and low-traffic keywords within campaigns. This required a complete restructuring of the account in ad console to improve efficiency.
Competitors held top-of-search (TOS) placements and best-seller badges, reducing Brand X’s visibility and market share. We needed a strategy to regain credibility and market share.
Brand X needed to invest in highly relevant and high-traffic search terms while identifying converting search terms from Auto-campaigns. Optimization was necessary to focus on keywords that drove conversions effectively.
With increased category saturation, Brand X required tactics to reach a broader audience both on and off Amazon. We explored Sponsored Display and DSP ad formats for products that had never tested ads, which was crucial to expanding their brand’s reach.
Missing ASIN targetings across Sponsored Brands and Sponsored Display ads limited sales opportunities. Filling these gaps was necessary to maximize advertising reach.
The existing DSP strategy lacked clarity, sufficient investment in upper funnel marketing, and understanding of the platform’s capabilities. Balancing growth objectives with the desired ROAS of 3 was a significant challenge.