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In May 2024, a prominent electronics retailer engaged Urtasker to optimize their Amazon PPC campaigns, which had been underperforming, affecting both visibility and sales. Given the competitive electronics market, the client needed a strategic, data-driven approach to boost campaign effectiveness while maintaining cost efficiency.

Urtasker set a two-phase plan to maximize campaign impact within six weeks. The objectives of each phase included:

Phase 1 (May 17 – June 6):

Establish a solid foundation for campaign optimization by implementing a defensive day-parting strategy and unifying Sponsored Products (SP) campaigns for streamlined management.

Phase 2 (June 6 – June 27):

Execute refined day-parting at the individual campaign level, focusing on high-spend campaigns. Launch targeted Product Targeting campaigns using AI-driven recommendations tailored to each ASIN.

Phase 1:

Initial Optimization with Defensive Day-Parting:
Urtasker began by implementing a defensive day-parting strategy to create a clear, unified portfolio of Sponsored Products campaigns.

Action:

Consolidated all SP campaigns under a single portfolio.

Goal:

Establish a simplified, manageable campaign structure that would allow for precise control and easier monitoring.
Outcome: By focusing solely on portfolio structuring without additional campaign changes, this initial phase created a strong framework for deeper optimization.

Phase 2:

Advanced Campaign-Level Day-Parting and Product Targeting:
In the second phase, Urtasker focused on detailed optimizations, prioritizing high-spend campaigns to ensure that the largest portions of the client’s budget delivered maximum ROI. AI-driven insights were leveraged for hyper-targeted Product Targeting campaigns.

Day-Parting Optimization:

Day-parting was adjusted at the individual campaign level, with high-spend campaigns prioritized to ensure efficient budget allocation during peak traffic hours.
Product Targeting Campaigns: Urtasker introduced Product Targeting campaigns based on AI-recommended targets for each ASIN, tailoring ad placements to reach potential customers interested in related or complementary products.

Goal:

This phase aimed to improve targeting accuracy, elevate ad performance, and increase conversion rates by allocating spend strategically based on performance insights.

Urtasker’s structured approach delivered significant improvements across multiple metrics, contributing to measurable business growth:

ACOS Reduction:

 Achieved a 31% reduction in ACOS, directly improving cost efficiency.

Ad Spend Reduction:

Reduced total ad spend by 17%, preserving budget while maintaining reach.

Sales Increase:

Boosted sales by 19%, translating to tangible revenue growth.
Streamlined Management: Consolidating SP campaigns into one portfolio improved oversight and created a clear basis for future optimizations.
Performance

Improvements:

Prioritizing high-spend campaigns yielded targeted improvements in ad performance, driving more cost-effective outcomes.
Impact of Product Targeting

Campaigns:

The AI-driven Product Targeting campaigns achieved a 25% increase in CTR and a 20% boost in ROAS, as ads were displayed to shoppers already inclined toward similar or complementary products. This enhancement was pivotal in achieving higher engagement and returns.

Urtasker’s phased approach to Amazon PPC optimization resulted in substantial performance gains for the client. The defensive day-parting strategy in Phase 1 provided a well-organized foundation, while Phase 2’s data-driven adjustments, including the introduction of AI-powered Product Targeting, further refined ad targeting and spend allocation. This case study underscores the effectiveness of a structured, phased PPC strategy that blends foundational changes with precise, data-informed optimizations to drive sustained ad performance in a competitive market.