Indroduction

Our client was struggling with keeping margins above 20% every payment cycle selling on Amazon, to what we assumed was due to ad spend.

Client mentioned that their last agency was bullish on running as many ad campaigns as possible. 🚩

This is usually a common ploy set by ‘eComm gurus’. Inflated numbers for screenshots to use for their own case studies.

The Problem

We don’t care about dollar signs, we only care about margins.

Our client was at 32% ACOS, and it was our job to lower that number as quickly as possible.

We also wanted to make sure that the listings were in good condition, and that ads we potentially ran, if any, wouldn’t affect their profitability and get them closer to a 30% profit margin per payment cycle.

1. Ads Audit

2. Listing Revisions

3. Backend Listing Audit

4. Reverse ASIN Lookups (for relevant, high-traffic keywords)

5. Competitor Ad Spend + Keyword Analysis

The Solution

In payment cycle after revisions made, client has $0 in PPC spend (strictly Promo Rebates) and 69% profit pargins before COGS. Unheard of in Amazon.

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1. Thorough analysis of Amazon Ads was conducted.
   
2. Rogue campaigns, running thousands of dollars per month, were turned off.
   
3. Reverse ASIN Lookups were conducted per category, per product, set to be updated biweekly.
   
4. Coupons were added.
   
5. Pricing was adjusted as per competitor analysis.

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There’s more to Amazon than just running ads.

After reviewing the data with the client, we asked for more insight on who they were.

As it turns out, they were just another agency claiming to ‘scale’ brands by pumping money into ads.

We’re firm believers that ads isn’t everything.

With our clients, we push to make sure that ALL content, product listings, pricing, and other miscellaneous factors are up to par before we even considering spending a dime in ad spend.

After all, running ads on incomplete, low quality listings is the same as putting jet fuel in a Fiat 500.

The sentiment is there, but it’s not going to work.