Amazon Brand Success #1

𝟏𝟔.𝟒𝟗% 𝐀𝐂𝐎𝐒 𝐨𝐧 𝐒𝐜𝐚𝐥𝐢𝐧𝐠 𝐌𝐮𝐥𝐭𝐢-𝐂𝐚𝐭𝐞𝐠𝐨𝐫𝐲 — $𝟏.𝟕𝟓𝟑𝐌 𝐏𝐏𝐂 𝐒𝐚𝐥𝐞𝐬 & 𝐑𝐎𝐀𝐒 𝟔.𝟎𝟔

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

1) Balanced 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.

2) ASIN-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

3) Sourcing + 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.

4) 360° 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.

5) Short-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.

6) Controlled 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.

7) Keyword 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
PPC Performance (YTD 2025)
PPC Spend: $293,938.99
PPC Sales: $1,752,999.22
ACOS: 16.49%
ROAS: 6.06
Overall Account Performance
Total Sales: $3.4M+
TACoS: ~8.8%
Categories: Home & Kitchen (majority), Beauty, Sports, Health
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

This is the result of discipline, controlled PPC scaling, and not reacting emotionally to declining SKUs.

Want similar results for your brand?
Message me and let’s audit your account — we’ll plan both short-term wins and long-term profitability.