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SellWave partnered with Daniel Wellington to enhance their ad performance. The focus was on reducing ACOS while keeping the current sales levels. This would lead to improved profitability for the brand on the Amazon marketplace.
1. Objective -reduce ACOS
Daniel Wellington had a clear ACOS target they wanted to achieve without losing too much sales. Based on the target, SellWave structured a plan and set up SKU-specific ACOS targets.
"Given the huge catalog and the variation of products and prices, it was essential to set ACOS targets on a SKU-level"
- Anton, SellWave CEO
2. Analysis - Reviewing the Setup
Before making changes, SellWave’s team carefully reviewed the structure and performance of campaigns, AdGroups, and products, correcting campaign names to ensure clarity across the account.
3. Ad Structure - Creating a Clarity
The first step involved refining the campaign structure. This improved targeting, allowing for more effective bidding strategies and greater keyword accuracy.
"Our partnership with SellWave was instrumental in accelerating Desenio’s launch on the Amazon platform, reducing time to market, and enabling the business to scale rapidly. SellWave’s expertise and support enabled Desenio to achieve remarkable growth in a shorter timeframe."
4. Ads Optimization - Refining Keywords, Bids, and Data-Driven Campaigns
After fixing the ad structure, continuous optimization began. Bids, keywords, and budgets were adjusted daily, with major changes made periodically based on performance. New data-driven campaigns were launched to boost results further.
Maximizing profit
Each campaign was optimized to maximize profitability, with a strong focus on ACOS. Key parameters were quickly adjusted whenever a campaign exceeded the target ACOS, ensuring sustained profitability.
"Bidding was to 95% data-driven and optimized daily. However, the biggest effect had the improved way of handling keyword and finding new ones that lead to profitable sales."
- Anton, SellWave CEO
5. Results - 60% Reduced ACOS
Through meticulous ad optimization, well-balanced new campaigns, and an updated ad structure, SellWave achieved a 60% reduction in ACOS while not only maintaining but also increasing sales by 14%.
*Note: Exact sales are not disclosed. This number is estimated using a 3rd party tool (Jungle Scout).
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