Scaling an Amazon account efficiently while maintaining profitability is a challenge that has been solved successfully through the use of Scale Insights.
Growth Metrics:
- Sales increased from £1,002,384.80 (last year) to £2,079,681.27 YTD in 2024, a growth of over 100% till November. (Estimated to be 120% YoY)
- Achieved a gross profit of £285,917.55 and a margin of 13.7%.
- Real ACOS improved to 17.31%, driving higher profitability ratios.
It’s a business of low prices and high competition.
Challenges:
- High manual effort in managing PPC campaigns across a large Catalog
- Multiple Marketplaces to monitor and advertise while growing
- Suboptimal bid adjustments leading to inefficient spend
- Difficulty in scaling without compromising profitability metrics like Real ACOS and Margins
Using Scale Insights, we automated critical aspects of PPC management.
Bidding Stack Strategy:
- We employed a planned bidding stack tailored to each SKU’s campaigns in each marketplace
(This means a separate stack for each SKU in each marketplace) - Separate stacks with high barriers were assigned to SKAG campaigns, as they produced the highest percentage of orders.
- Target Bid adjustment was based on a minimum of 30 days and a maximum of 90 days.
- Imported rules that utilized a custom ad group strategy to import new keywords for each SKU.
Campaigns Creations:
Campaign creation for new SKUs and filling the gap in targeting in each marketplace is a big hassle and takes considerable time manually.
Scale Insights not only helped with launching auto campaigns but also some manual keyword SKAG campaigns.
Insights and Adjustments:
The ad performance feature can come in handy by using filters to quickly identify areas of improvement and move the needle in the correct direction.
Key Takeaways:
- Automation with Scale Insights enables precise bid management and campaign optimization.
(Budget management is still done manually though.)
- A strategic bidding stack for each SKU is critical to scaling advertising campaigns
(You can keep making changes according to requirements over time.) - If the stack for all products is the same, when we change one SKU, it gets implemented across the entire account.
- Regular data analysis and adjustments improve performance metrics like ACOS, ROI, and gross profit
