A well-established brand selling high-quality power tools partnered with Prime Clicks in April 2024. While their products had a strong sales history, rising competition had started to reverse their growth trend. Their revenue was slipping, and their ad performance had become less cost-efficient, with CPCs increasing significantly year-over-year.
Recognizing the need to reverse YoY revenue trend and restore profitability, they turned to Prime Clicks to restructure their Amazon advertising strategy and regain control of their growth.
Over time, the market grew significantly more competitive, with lower-priced alternatives entering the space and capturing market share. As a result, conversion rates declined, while advertising costs (CPCs) continued to rise, making customer acquisition increasingly expensive.
Additionally, due to weak targeting and rising competition, many of the brand’s key products began to lose organic rank, further limiting visibility and contributing to a downward sales trend.
Compounding the issue, a lack of structure in the ad strategy led to fewer new customers entering the funnel, which slowed brand discovery. This gradually drove down overall brand interest and resulted in a decline in branded keyword search volume.
We started by conducting a comprehensive market analysis to evaluate how the brand’s offers stacked up against the competition. This allowed us to identify key gaps in listing quality and positioning that were limiting conversion rates. Based on these findings, we implemented targeted listing optimizations to strengthen messaging and improve shopper engagement.
In parallel, we began a phased restructuring of the brand’s advertising campaigns, starting with Sponsored Products (SP). We designed a structure focused on rank recovery, launching dedicated ranking campaigns that consistently fed Amazon’s algorithm with the right conversion signals needed to improve organic positions.
As listing performance improved and the new ad structure gained traction, we observed a positive shift in organic rank across a wide range of keywords.
Next, we expanded the restructuring to Sponsored Brands (SB), Sponsored Display (SD), and Sponsored Products Product Targeting (SP PAT) campaigns. These efforts focused on driving new customer acquisition, increasing brand visibility, and rebuilding branded search volume by widening the funnel and boosting awareness.
We also identified that the brand was overspending on defensive campaigns due to a poor campaign structure that lacked cross- negative targeting. This caused the brand to compete against its own offers, artificially driving up CPCs on branded keywords over time.
To correct this, we implemented a restructuring process that isolated branded terms into dedicated campaigns with proper cross-negative targeting. This prevented internal competition and restored bidding efficiency.
As a result, over the next two months, branded CPCs dropped from $2.49 to $1.10, cutting the defensive campaign budget in half while maintaining strong brand protection. This freed up additional budget for growth-focused campaigns without sacrificing visibility on branded searches.
As a result of our one-year collaboration, we successfully reversed the brand’s downward revenue trend and brought it back into a growth phase. By optimizing listings, restructuring campaigns, and improving targeting, we recovered organic rankings across a wide range of high-value keywords.
Our efforts to eliminate wasted ad spend, lower branded CPCs, and improve campaign efficiency helped the brand invest more effectively in new customer acquisition. This not only improved short-term performance but also boosted brand awareness, driving more shoppers into the funnel and reviving interest in the brand—evident through the recovery of branded search volume over time.
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