Health & Household
First aid: the annual goal that arrived in 90 days
The plan allowed a year to lift ad sales 50% and bring ACoS below 25%. It happened in one quarter, despite an inventory complication halfway through.
Period: First 90 days of the engagementAmazon PPC Management, Amazon External Traffic
Results
Monthly turnover at start
$250,000
Ad sales target
+50%
↑ met
ACoS target
under 25%
↓ met
Time to reach it
90 days
↓ planned for 12 months
All changes measured against the account's performance before the engagement began.
Run by Viktoriia Kostenko.
Why no brand name. The client is under NDA, so the brand is not named. What is described is the category, the starting position, the target that was agreed, and when it was reached.
The client makes first aid products such as plasters, bandages, syringes, and wipes. These are ordinary items people rarely think about until the moment they need them.
The brand was already selling well, turning over around $250,000 a month, and came to us to grow the Amazon FBA side of the business.
The goal we agreed
Increase ad sales by 50% and bring ACoS below 25%, within twelve months.
Both halves matter. Growing ad sales alone is easy if you are willing to spend; holding a ceiling on ACoS at the same time is what makes it a real target.
What we changed
Keyword optimisation first, then new ad types and better targeting. We also set the account up with virtual aggregation and sponsored media advertising.
The traffic mix was deliberate: Amazon PPC on the marketplace side, Facebook and Google Ads bringing buyers in from outside. Because the same team planned both, external campaigns were judged on what they did to marketplace sales rather than on their own platform metrics.
A complication mid-way
During the coronavirus period, demand for first aid products surged well beyond Amazon. Inventory began disappearing faster than the plan had allowed for, just as the advertising was gaining momentum.
Running advertising into products that are about to go out of stock damages the listings you are trying to build. So we shifted focus to mid-range products to keep revenue moving without pushing the lines that could not supply it.
The result
The annual goal was met in 90 days, before the original plan had reached the end of its first quarter.
Ad sales reached the highest level the brand had recorded, and ACoS came in under the ceiling. The timeline changed; the discipline around stock did not.