- Snack Food
Snack Food (Beans) Brand Case Study
Challenge
A grocery brand specializing in lupini beans was struggling with high ACOS
and TACOS, negatively impacting its profit margins. The brand exclusively relied on
Sponsored Product Ads on Amazon, but ineffective campaign management led to
excessive ad spend and declining profitability.
Audit & Findings
- Upon conducting a detailed PPC audit and market analysis, I
identified several critical issues: - Poor campaign structure resulting in inefficient budget allocation.
- Targeting irrelevant keywords that did not drive conversions.
- Lack of negative keywords, leading to wasted ad spend on unqualified traffic.
Solution & Strategy Implemented:
- To address these issues and improve profitability, I
implemented a structured advertising strategy: - Campaign Restructuring: Redesigned the campaign structure to segment
keywords effectively (branded, competitor, and generic). - Keyword Optimization: Focused on high-converting, intent-driven keywords to
enhance click-through and conversion rates. - Negative Keyword Implementation: Added negative keywords to eliminate
irrelevant traffic and reduce wasted spend. - Bid Adjustments & Budget Allocation: Optimized bids based on performance
data to maximize ROAS.
Results
- TACOS Reduction: Improved from 35% to 12%.
- ACOS Improvement: Reduced from 45% to 25%.
- Better Ad Efficiency: Optimized keyword targeting and budget allocation led to
improved profitability.
Next Steps
Currently, I am further refining the advertising strategy in preparation for
Q4, ensuring continued growth and increased sales for the lupini beans product line.
This case study showcases how a data-driven approach to Amazon PPC can transform
ad performance, reduce costs, and drive sustainable growth in a competitive grocery
niche.
Syed Burhan
Founder, X-influx
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