Background & Challenges:

Operating in the competitive Grocery category, the client sought to prepare their Amazon advertising account for the high-demand Q4 period. Their goal was to significantly boost overall sales while maintaining a profitable TACoS. However, their account had several unoptimized elements that needed to be addressed before scaling up for Q4.

Client’s Fears:

• Fear of Missed Opportunities: The client was concerned that their ad campaigns were not fully optimized, leading to missed sales opportunities during the critical Q4 period.
• Profitability Concerns: The client feared that increasing ad spend would lead to an unprofitable TACoS, reducing overall profitability.
• Doubt in Achieving Q4 Readiness: With Q4 fast approaching, the client doubted whether their account could be optimized in time to maximize seasonal sales.

Our Solution:

1. Thorough Account Audit and Strategic Planning: Our team conducted a detailed audit of the client’s advertising account, spending several hours analyzing every aspect. We identified numerous areas for improvement, including poorly managed placements, search terms, bids, and budget rules. We presented a comprehensive plan to the client, highlighting the mistakes in their current strategy and providing a clear path to achieving their sales goals for Q4.
2. ICP Fear Addressed: By identifying critical issues and presenting a clear action plan, we addressed the client’s fear of missed opportunities and built confidence in our ability to prepare their account for Q4.
3. Optimization of Existing Campaigns: We overhauled the existing campaigns by optimizing placements, search terms, bids, and budget rules. Unprofitable automatic groups, keywords, and ASINs in manual campaigns were identified and eliminated. Additionally, we noticed that Sponsored Display and Sponsored Brand campaigns were not being properly monitored, as the last report had been downloaded six months prior. We reintroduced regular monitoring to ensure the campaigns remained optimized.
4. ICP Fear Addressed: Our focused optimization efforts helped ensure the client’s ad spend was being used effectively, directly addressing their profitability concerns.
5. Implementation of the “SHOT” Campaign Structure: To maximize sales during the Q4 period, we implemented our unique “SHOT” campaign structure. This involved creating new campaigns specifically designed to capture high-intent traffic during the busiest shopping season. The new structure led to a significant increase in both organic and ad-driven sales, all while maintaining a profitable TACoS.
6. ICP Fear Addressed: By ensuring the client’s account was fully optimized and prepared for Q4, we eliminated their doubts about achieving readiness in time for the high-demand season.

Results:

Our strategic interventions delivered outstanding results:

• Overall sales increased by over £153,000 in just six months.
• Ad-driven sales rose by nearly £79,000, while ad spend increased by just over £9,000.
• ACoS was reduced by over 12%, ensuring that the increased ad spend led to profitable growth.

Through targeted optimizations and a strategic approach, we helped the client maximize their sales potential during the critical Q4 period, transforming their account into a highly efficient and profitable sales engine.