Executive Summary
We were tasked with maintaining daily sales of $30-40k with 40 fewer products (50 vs. 90). Whilst maintaing conversion rates and TACOS goals.
We achieved the $30k-$40k daily target and increased the conversion rate by 3%. Notably, we achieved a TACOS below 22% in Q4 for the first time. Additionally, there was a 4% growth in repeat sales units and a 2% rise in repeat customer share.
Month | Sales | Ad Spend | ACOS | TACOS | |||||
Overall (Organic + PPC) | Overall Last year | Overall YoY | Organic % of Total Sales | PPC % of Total Sales | Conversion Rate | ||||
Feb-23 | $1,341,008 | $935,826 | 43.30% | 53.70% | 46.30% | - | $198,025 | 31.90% | 14.80% |
Mar-23 | $1,365,950 | $971,810 | 40.60% | 52.50% | 47.50% | 16.06% | $230,995 | 35.60% | 16.90% |
Apr-23 | $1,292,065 | $911,122 | 41.80% | 52.60% | 47.40% | 15.38% | $253,987 | 41.50% | 19.70% |
May-23 | $1,194,492 | $910,094 | 31.20% | 53.20% | 46.80% | 15.34% | $248,528 | 44.50% | 20.80% |
Jun-23 | $1,017,361 | $911,279 | 11.60% | 54.80% | 45.20% | 15.48% | $228,061 | 49.60% | 22.40% |
Jul-23 | $1,253,904 | $1,071,749 | 17.00% | 50.10% | 49.90% | 15.71% | $272,938 | 43.60% | 21.80% |
Aug-23 | $973,607 | $1,190,620 | -18.20% | 48.50% | 51.50% | 14.71% | $222,751 | 44.50% | 22.90% |
Sep-23 | $920,374 | $1,170,483 | -21.40% | 51.90% | 48.10% | 15.48% | $206,435 | 46.70% | 22.40% |
Oct-23 | $1,108,464 | $1,216,810 | -8.90% | 51.70% | 48.30% | 15.61% | $284,186 | 53.10% | 25.60% |
Nov-23 | $1,124,321 | $1,355,231 | -17.00% | 57.70% | 42.30% | 18% | $245,707 | 51.60% | 21.90% |
Dec-23 | $1,036,630 | $1,288,187 | -19.50% | 56.60% | 43.40% | 17% | $219,758 | 48.80% | 21.20% |
Strategies
Relevancy and Keyword Limitations:
Branded and Non-branded Segregation:
Retargeting and Repeat Sales:
New-to-Brand (NTB):
Hero & Non-hero Products:
Budget Management:
Video Expansion:
Experiments:
Results:
Maintained daily sales at $30k - $40k.
Increased conversion rate by 3%.
Achieved TACOS below the target of 22% in Q4 for the first time.
Recorded a 4% growth in repeat sales units and a 2% increase in repeat customer share.
Boosted visibility and effectiveness through keyword optimization.
Strengthened focus on non-branded targeting, leading to diversified traffic.
Successfully implemented and refined retargeting campaigns.
Enhanced video campaign performance, showing significant improvements in vCTR and vCVR.
T5 (Black Friday and Cyber Monday) Performance:
Strategies:
Pre-Holiday Experiments: Conducted multiple tests from August to October, applying outcomes in November.
Rigorous Campaign Structure Setup: Established structures pre-Q4, with defined portfolios and spending limits per product.
Focused Spending: Directed 95% of T5 spending towards top deals. Budgets were allocated based on product performance.
Targeted Focus: Aimed for TACOS-based targets, prioritizing relevant targeting over controlling ACOS.
Strategic Bid Optimization: Employed strategic bidding for Sponsored Products (SP) campaigns based on keyword performance.
Results:
Despite having 40 fewer SKUs, revenue increased by 5.5% during T5, compared to the previous year.
Generated $344k in revenue during T5, a 5.5% increase over the previous year's $326k.
Achieved targeted spending and bid optimization goals.
Successfully managed campaign structures to maximize T5 sales.
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