Slow and steady wins the PPC race. Our consistent strategy pumped up monthly PPC sales by 4.7x, even dropping ACOS by 10%. We did it by using a solid campaign structure, best practices like bid optimisation and negative targeting, bespoke strategies for each product, using Amazon's new features, and optimising listings for conversion. Thanks, Himanshu.
Himanshu Verma
➡️ Post | Profile
👉 Long-term efforts in PPC can lead to great rewards.
Take this account, for instance, we achieved a 4.7x increase in monthly PPC sales, with 10% lower ACOS.
Not a sudden impact, but an upward growth month-over-month.
✔️ Last year, we started at €2k in monthly PPC sales. Now, we're at €9.4k.
✔️ We've doubled our sales this year vs the same period LY (€3k then, €9.4k now);
✔️ Our ACOS went down by 23%, from 61% to 38%.
✔️ Total sales have gone up by 65% vs LY.
➡️ How did we do it? We focused on the things that matter. Here's a quick summary:
✅ Building a solid campaign structure:
We started with an optimum campaign structure, that would allow us to scale up efficiently (minimum wasted spend).
For this, we set up separate campaigns for each product. Each campaign was split by,
- Target groups; from related to highly relevant.
- Target density; with less than 20 keywords or product targets per campaign; for increased exposure
- match type (Broad and/or Broad modifier, or Phrase, or Exact)
This helped us manage bids and budgets effectively, gain more control, and get more granular data to make informed decisions.
✅ Using best practices
With PPC, there are several best practices that help move in the right direction. These include:
- Regular bid optimization
- Placement level adjustments: Top of Search had higher ROI, we directed most of the spend towards it
- Keywords funnel; from research to ranking
- Negative targeting (on broad, phrase, and auto campaigns)
- A balance between bids and daily budget, to ensure campaigns are not going OOB.
✅ Focused strategies and tracking
- Each product is different, so we used different strategies for each one.
- Some had high click-through rates, while others led to more overall sales.
- We ran a variety of strategies and used all available ad types to reach more shoppers.
- In our reports, we track individual product TACOS (target based on business goals and significance)
✅ Jumping on new features & updates
Amazon has introduced many new features over the past year.
We made the most of these, using things like video creatives, lifestyle images, new contextual targeting, retargeting, and the new dashboard tools for extra insights.
✅ Optimizing listing for conversion
- We made sure each listing was as good as it could be
- We leveraged PPC data to add more search terms