Recently, we onboarded a client, Protona, a brand specializing in old-fashioned wine glasses. They have been in the market for several years, focusing on a specific segment with their high-quality and premium-priced products.

The quality and finesse of the products positioned them at the higher end of the pricing spectrum.

The brand follows a direct-to-customer business model, leveraging online platforms for brand awareness, sales, and marketing. They emphasized delivering products directly bypassing the online retail channels.

However, they have been selling on Amazon for the last few months to reach a wider audience and maintain revenue.

The client reached out with pressing concerns of maintaining ROI, high ACOS & TACOS, and low visibility. Despite the quality of their products and the best of Amazon's advertising efforts, the brand is not seeing the expected returns on ad spend. 

Within a concise two-month timeframe, we achieved remarkable results, slashing the ACOS from a staggering 91.2% to a more manageable 50.2%, and reducing the total advertising cost of sales (TACOS) from 53.2% to an impressive 19.1%, all while maintaining revenue and optimizing ad spend.

 Here's how we did it!

Our strategy for the brand was focused on four key areas: auto campaigns, broad targeting, ASIN targeting, and exact campaigns. We specifically targeted design-specific keywords, mainly long-tail and mid-tail keywords.

Let's dive into details for each ;)

1.  Auto Campaigns:

Launched and refined auto campaigns to gather data on high-performing keywords and ASINs. Utilized the insights from these campaigns to refine other targeting strategies.

2.  Broad Targeting:

Next, we set up some broad targeting campaigns to cast a wider net and identify potential high-performing keywords. We refined the campaigns based on performance to improve targeting accuracy.

3. ASIN Targeting:

We targeted ASIN offering complementary products to ours with our ads and analyzed the performance data to narrow down our targeting.

4. Exact Campaigns: Last but not least, we went after those high-conversion keywords with exact match targeting. We paid special attention to design-specific keywords and long-tail keywords.

By implementing the above strategy, we helped our client excel in a vintage and luxury wine glasses niche market, lowering the ACOS and TACOS while maintaining revenues.

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