Teeccino, the leader in Herbal Teas, needed help growing a stagnant Amazon Ads account
Through a challenging discovery, Teeccino uncovered their previous agency had an over-reliance on branded keywords which accounted for 90% of their spend and revenue.
They realized this when performance was stagnant for 6 consecutive months. ECG was retained to change the strategy, drive new growth, and reduce branded ad spend to 30% of the monthly budget.
ECG completely revamped all three campaign types on Amazon - Sponsored Products, Sponsored Brands, and Sponsored Display (a new campaign type for the brand).
Because of an overreliance on branded KWs, there was no meaningful approach to SP campaigns.
ECG introduced an 3 ASIN-specific campaign, per ASIN, across the entire catalog. These included 2 'Research' campaigns and 1 Scaling campaign. Sponsored Brands was revamped as a competitor brand name and short-tail KW campaign.
The introduction of Sponsored Display captured retargeting audiences and allowed for effective cross and upselling initiatives that were previously ignored.
Within the first 30 days, ECG's approach reduced branded spend by 40%, increased revenue by 75%, and reduced ACoS by 17%.
After 60 days, Teeccino saw it's highest grossing month on Amazon Ads, doubling month-over-month numbers, and nearly quadrupling YoY performance.