Success stories ‣ Men's Wallets

Turning Holiday Ad Challenges into a 90% Sales Boost

The objective

Tapping into the holiday gift market to boost sales

As December’s gift season approached, an enterprise client sought to increase the sales of their men’s wallets while maintaining efficiency in ad spend.

However, the niche's non-standard category posed challenges due to high CPC for top-performing keywords and the vast array of low-performing traffic words, making scaling complex.

The goal was to maximize exposure and conversions while strategically preparing for the holiday rush.

The solution

A strategic blend of keyword selection and targeted investment

In preparation for the holiday season, the campaign employed a combination of advanced keyword targeting techniques and phased bidding strategies:

Strategic Keyword Planning

• Segmented keywords into categories based on conversion potential.
• Focused on high-ROI gift-related keywords for early exposure.
• Tested low-cost keywords to identify hidden opportunities.

Dynamic Bid Adjustments

• Implemented Big Word SKAG (Single Keyword Ad Group) for precise targeting.
• Used waterfall bidding to adjust CPCs dynamically based on performance.

Optimized Ad Placement

• Deployed Sponsored Product Ads (SP) to capture high-intent shoppers.
• Utilized a mix of general traffic and core root words for balanced exposure and conversions.

Data-Driven Decisions

• Leveraged performance insights to fine-tune investments in high-converting terms.

Results

Turning challenges into growth

Despite initial challenges with high CPA and the complexity of the keyword landscape, the campaign delivered remarkable results within one month:

• Sales Growth: 90% increase, from $5,967 to $11,351.
• ACOS Reduction: Steady decrease from 46% to 31%, improving profitability.
• ROI Increase: Jumped by 70%, significantly enhancing advertising efficiency.

Overcoming challenges

Smart strategies for a competitive edge

Challenge: High CPC for competitive keywords discouraged investment.

Adopted waterfall bidding and focused on SKAG to enhance ROI.

Challenge: Numerous irrelevant traffic words led to wasted spend.

Filtered out low-performing terms and focused on high-conversion keywords.