Case study · Sports & Outdoors
Restructuring advertising for an outdoor brand that had outgrown its campaigns.
Sales were growing but profit wasn't. We rebuilt the advertising architecture around margin and added a second product line.
- Client
- Sports & Outdoors brand
- Stage
- Growth
- Services
- Advertising & Optimization, Strategy & Research, Marketplace Management
Illustrative example of how we document an engagement
Overview
An established seller had grown quickly through advertising, but spend had become tangled across dozens of overlapping campaigns and margin was shrinking.
The challenge
- 01Overlapping campaigns competing against each other for the same keywords.
- 02No clear target for advertising cost relative to margin.
- 03A single hero product with no plan for the next SKU.
Strategy
The approach.
01
Audit before changing anything
Historical search term data showed where spend was producing sales and where it wasn't.
02
Rebuild around objectives
Discovery, performance and brand-defense campaigns were separated with their own targets.
03
Research the next product
Review analysis surfaced a complementary product that existing customers were already buying elsewhere.
Execution
What we did.
- 01Consolidated campaigns into a clean, objective-based structure.
- 02Built negative keyword lists from historical search terms.
- 03Set advertising targets from product-level unit economics.
- 04Validated and launched a complementary second product.
Operational scope
- PPC audit
- Campaign architecture
- Keyword strategy
- Product research
- Listing optimization
Timeline
Audit
Account, campaign and search-term review.
Restructure
New campaign architecture and targets.
Second SKU
Research, sourcing and launch of a complementary product.
Ongoing
Optimization
Weekly bid and keyword management.
Related services
Services used in this engagement.
- 05Amazon PPCStructured Sponsored Products, Brands and Display campaigns managed against profitability targets, not vanity metrics.
- 02Product Research & ValidationCategory analysis, demand and competition modeling, and unit economics, so capital goes into products with a defensible reason to exist.
- 04Store ManagementDay-to-day marketplace operations: listings, pricing, customer messages, reviews and account health, managed on a weekly cadence.
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