Amazon PPC Campaign for D2C Brand
Managed Sponsored Products & Brands campaigns for a D2C seller, reducing ACoS from 42% to 18% and increasing sales 3.2× in 4 months.
The Challenge
A D2C home goods brand selling on Amazon had been running ads themselves for 18 months with poor results: ACoS of 42% (they were spending ₹42 on ads for every ₹100 of revenue), low-quality traffic from broad keywords, and no structure to their campaigns. They were profitable on some products and heavily subsidising sales on others.
What We Built
We restructured the entire ad account from scratch. New campaign architecture: separated branded, category, and competitor keyword campaigns. Built a search term harvest process (running auto campaigns to find converting search terms, then adding to exact match manual campaigns). Implemented negative keyword hygiene. Added Sponsored Brands for top-of-funnel. Optimised bids weekly based on ACoS targets per product.
How It Works
The client's ad account was a single 'catch-all' auto campaign running on a ₹2,000/day budget. No negative keywords, no bid strategy, no campaign structure. Auto campaigns are great for discovery, but running the entire account on auto campaigns is one of the most expensive mistakes Amazon sellers make.
We audited two years of search term reports to understand which queries were converting and at what cost. The data revealed that 30% of ad spend was going to irrelevant searches that had never produced a single order. Adding those as negatives was the first quick win — immediate improvement in ACoS within the first two weeks.
Campaign restructuring took three weeks. We built separate campaigns for: exact match branded keywords (protecting brand searches at low bids), exact match category terms (high-intent buyer searches), broad match for discovery, competitor brand terms (to capture comparison shoppers), and Sponsored Brands for category-level visibility.
Weekly bid management is disciplined: if a keyword's ACoS is below target, we increase bids to capture more impression share. If above target for 3 consecutive weeks, we decrease bids or pause. This iterative process is what drove ACoS from 42% to 18% over four months.
Total sales tripled — both from better-converting traffic and from increased visibility driven by better campaign relevance scores. The client is now profitably reinvesting ad revenue into new product launches, using the same campaign architecture we built.
