$1.75M Amazon PPC Sales at 16.49% ACoS

Challenges We Faced

When we onboarded this account in 2023, sales weren’t the problem — profitability and TACoS were.

Multiple categories (Home & Kitchen, Beauty, Sports, Health) meant different keyword behaviours, but all were running the same template-style PPC campaigns without structure.

• TACoS was much higher because PPC spend was not linked to margins, conversion, or inventory.
• Several ASINs were struggling or declining, but PPC was still heavily pushed on them.
• We needed to shortlist products based on margins, conversion, and long-term potential — then decide which SKUs to discontinue and which to rebuild.
• Inventory gaps, shipping delays, and high COGS from old suppliers made margin improvement difficult.
• Market competition kept increasing; PPC was getting more expensive every quarter.

But the biggest challenge?

Balancing aggressive keyword ranking while keeping TCOS below 10% across Different categories.

And we did it — consistently.

Strategy We Applied & Still Applying

01Balanced Ad Type Distribution (Based on Profit, Not Trend)

We didn’t follow “everyone else is running SB/SD”.

Our distribution stayed strict:

• 83% Sponsored Products
• 16% Sponsored Brand
• <1% Sponsored Display
• Because SP still gives the highest ROAS.
• Video ads are used Majorly, where CTR justifies the cost.
• SD retargeting is used only for high-priced ASINs.
• SB is used for branded reinforcement in top categories.

02ASIN-Level Profit Planning & Discontinuation Logic

• We shortlisted SKUs not emotionally — purely based on data. Some products were discontinued early to avoid future losses.
• But we didn’t waste reviews — instead, we launched new child ASINs under those parents.
• Combined low-performing ASINs with new variations to utilize existing reviews.
• Eliminated SKUs with no long-term margin potential.
• Strengthened hero ASINs with variations to dominate sub-niches

03Sourcing + Margin Improvement (20–27% Landing Cost Reduction)

• We brought our own China agents, re-negotiated suppliers, and optimized shipping.
• Landing costs dropped by 20–27% on many SKUs — a huge win for TACoS and net profit.
• Shifted to new suppliers for at least 25% of new ASINs.
• Reduced packaging costs + carton optimization.
• Built inventory forecasting to avoid air shipments.

04360° Listing Upgrades + Split Testing

• Every high-traffic ASIN went through regular A/B tests — main image, title, bullets, premium A+ and brand story.
• Increased CTR on multiple listings by 18–32% more.
• Improved conversion by 12–19% through A+ upgrades.
• Video + lifestyle images added to increase session-to-order ratio.

05Short-Term & Long-Term PPC Framework

We separated campaigns into two timelines — ranking (short-term) and profitability (long-term) — and never mixed both objectives in one campaign.

This allowed us to scale efficiently while protecting ACOS.

• Ranking campaigns handled high aggression but short duration.
• Long-term campaigns maintained ROAS 4.5+.
• Always filtered keywords through SQP (Search Query Performance) to eliminate noise.

06Controlled Wasted Spend (Profit-First Budgeting)

• We immediately shifted budgets away from SKUs that were draining ROI and pushed investment into high-conversion, high-margin SKUs.
• The goal was simple: every dollar spent must return long-term profit, not just short-term sales.
• Reduced or paused ads on low-ROS, low-margin SKUs.
• Reallocated spend to hero SKUs with proven ROAS stability.
• Built a margin-based PPC matrix to decide scaling limits per ASIN.

07Keyword Expansion With Market Share Tracking

We didn’t chase irrelevant keywords. We built keyword funnels based on market share, add-to-cart share, click share, and actual buying intent.

This helped us rank fast without spiking ACOS.

• Used SQP reports weekly to identify emerging keywords.
• Prioritized keywords with high conversion but low CPC.
• Positioned ASINs in top placements without overspending.

Results We Achieved

• New ASINs added in new niches → 7 Parent successful, 1 Parent discontinued early (data-based decision)
• Cost structure improved significantly due to the margin work