4.7x increase in monthly PPC sales, with 10% lower ACOS.

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Long-term efforts in PPC can lead to big 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.

• The Numbers Behind the Growth
• How We Achieved This Growth: Key Strategies
• Final Thoughts: The Power of Long-Term PPC Efforts

The Numbers Behind the Growth

Let’s start by looking at the key metrics that highlight the success of this account:

• Started with €2k in monthly PPC sales: Last year, we were generating €2k in PPC sales per month.
• Now at €9.4k per month: We’ve scaled that up to €9.4k, marking a 4.7x increase in monthly PPC sales.
• Doubled sales year-over-year: This year, we’ve more than doubled our sales compared to the same period last year (€3k then vs €9.4k now).
• ACOS decreased by 23%: Our ACOS dropped from 61% to 38%, making the campaigns significantly more profitable.
• Total sales up by 65%: The overall growth of the account includes a 65% increase in total sales compared to last year.

This growth didn’t happen through one-off actions. It’s been a steady upward trend, month after month, driven by careful planning and consistent optimization.

How We Achieved This Growth: Key Strategies

Here’s a closer look at the core strategies that contributed to this sustained growth in PPC performance:

1. Building a Solid Campaign Structure

At the heart of any successful PPC strategy is a well-structured campaign. From the beginning, we set up an optimal structure designed to scale efficiently while minimizing wasted spend. Here’s how we did it:

• Separate campaigns for each product: To manage performance more effectively, we created individual campaigns for each product, which allowed us to tailor strategies and budgets for each.
• Target groups: Each campaign was further split by target groups, ranging from related keywords to highly relevant ones. This ensured that we were capturing the right traffic for each product.
• Target density: By limiting each campaign to fewer than 20 keywords or product targets, we ensured increased exposure and more control over performance.
• Match types: We diversified by using different match types (Broad, Broad Modifier, Phrase, and Exact) for better coverage and precision.

This setup allowed us to manage bids and budgets more effectively, gain more control over our campaigns, and access granular data for smarter decisions.

2. Using PPC Best Practices

We also followed several best practices to ensure our campaigns were always moving in the right direction:

• Regular bid optimization: Consistently adjusting bids based on performance helped us maximize results while keeping costs in check.
• Placement level adjustments: We found that Top of Search placements had higher ROI, so we directed most of our spend towards these placements for better returns.
• Keyword funnel: We moved keywords through different stages, from initial research to high rankings, ensuring we were always targeting the most relevant terms.
• Negative targeting: We added negative keywords across broad, phrase, and auto campaigns to filter out irrelevant traffic and avoid wasted spend.
• Budget management: We maintained a careful balance between bids and daily budgets to ensure that campaigns didn’t run out of budget (OOB) prematurely.

3. Focused Strategies and Tracking

We recognized early on that every product performs differently, so we tailored our strategies accordingly:

• Different strategies for different products: Some products had higher click-through rates (CTR), while others drove more overall sales. We adjusted our tactics to suit each product’s strengths.
• Using all available ad types: We ran a variety of strategies using Sponsored Products, Sponsored Brands, and Sponsored Display ads to reach a broader audience.
• Tracking product-specific TACOS: To ensure we were meeting business goals, we tracked each product’s TACOS and adjusted bids and budgets accordingly.

4. Jumping on New Amazon Features and Updates

Amazon frequently introduces new features and tools for advertisers, and we made sure to stay on top of these developments:

• Video creatives and lifestyle images: We utilized video ads and lifestyle images to make our ads more engaging and appealing to potential customers.
• Contextual targeting and retargeting: New targeting options helped us reach more shoppers based on their behavior and past interactions with the brand.
• New dashboard tools: Amazon’s updated tools provided us with deeper insights into campaign performance, allowing for more informed decision-making.

5. Optimizing Listings for Conversion

Optimizing PPC campaigns isn’t enough if your product listings aren’t set up for success. We made sure every listing was as good as it could be:

• Leveraging PPC data: We used insights from our PPC campaigns to add more relevant search terms to the listings, improving organic search visibility and overall conversion rates.

Final Thoughts: The Power of Long-Term PPC Efforts

Long-term efforts in PPC, when backed by a strong strategy and consistent optimization, can lead to impressive results. This case is a prime example: from €2k in monthly PPC sales to €9.4k, with a significant drop in ACOS and a 65% increase in total sales.

If you’re looking to achieve similar growth, focus on building a solid campaign structure, using PPC best practices, and continually optimizing your strategy. And don’t forget to stay on top of new features and updates from Amazon—they can offer significant opportunities to boost your performance.

With the right approach, long-term PPC efforts can lead to sustained, upward growth for your brand.

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