How Amazon PPC converted off-site demand into 330% Amazon sales growth
Sponsored Ads rebuilt around intent and placements; AMC highlighted where demand was convertible.
330%
Growth In Sales
68%
Increase In ROAS
55%
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We led with Amazon PPC (Sponsored Ads)—restructuring campaigns around high-intent queries, top-of-search coverage, and right-sized placements—then used Amazon Marketing Cloud (AMC) to identify which off-site audiences were most likely to convert on Amazon. Concentrating spend where listing readiness and audience intent aligned increased click share and rank while improving ROAS and spend efficiency. The PPC-first plan, guided by AMC, transformed off-site interest into durable Amazon revenue.
Background
The beauty brand has been sold on Amazon for 2 years. Over the past 8 years, it grew mainly via social media marketing (TikTok, Instagram, YouTube) and DTC sales. Now, its challenge is to capture more market share in the already solidified Amazon category ecosystem.
The brand is hoping to achieve rapid growth goal through Oceanwing.
Remarkable Results
Ad sales: +330% growth after PPC restructure (AMC-guided).
Improved Efficiency: 69% increase in ROAS; spend deployed to proven, high-intent queries/placements.
Brand traffic: off-site interest converted on Amazon with better click share and rank.
Strategic Approach
With the recent launch of Amazon Marketing Cloud (AMC) custom audience creation for Sponsored Ads (SA), advertisers can now apply advanced audience targeting once reserved for DSP directly within SA campaigns. Oceanwing was among the first to test this new feature—designing a precise AMC audience test strategy:
- Leveraged AMC data to identify high-value shoppers (e.g., users who searched but did not purchase)
- Created custom audience segments and layered them into SA campaigns
- Increased bids for high-potential audiences while reducing spend on broader, less efficient traffic
Opportunity Insights
Ads Focus: The analysis of the category traffic structure shows that perfume consumers are highly sensitive to brand awareness. Therefore, the advertising strategy should focus on the traffic of competing brands.
Execution Strategies
Optimize ads structure: Increase competitors’ branded keyword campaigns and Sponsored Brands. Display our high-quality product lifestyle images under competitor Keywords.
Offsite Traffic: The analysis of the trend of brand traffic reveals that a large amount of offsite traffic has the opportunity to be converted onsite.
Offsite Collaborative Promotion: Align with the timing of offsite activities to increase brand-related ad investment and boost the product’s popularity on Amazon.
Key Insights
AMC audience creation within SA is a major upgrade for performance-focused advertisers. It enables surgical precision in targeting—previously only available in DSP—while staying within the SA ecosystem.
At Oceanwing, we’ve helped scale Anker and other top brands by staying ahead of Amazon’s evolving tools. This test is a clear example of how early adoption and expert execution can lead to measurable, meaningful growth.
Execution Strategies
Meanwhile, due to enhanced onsite competitiveness, we improve CTR and CVR in category traffic and competitor traffic.
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Innovative Solution
Interpretation: As the brand’s main operations have long been off Amazon, its product ratings trail those of established onsite brands. Thus, enhancing the publicity of brand concept and product advantages can prevent consumers from relying solely on ratings and reduce the impact of low ratings on sales.
Solution: Use SB/SBV/SD to showcase creative visual materials, avoid rating display, convey the brand’s core, and enhance off – detail – page product awareness.
Advertising Continuity & Restructuring
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
Results
- 101% growth in traffic, meeting brand’s expansion goals
- 373% growth in Click-through
