How listing SEO and campaign restructure drove growth in a declining category
Product detail page and A+ Content improvements restored relevancy—then ads scaled efficiently.
37%
YOY increase in ROAS
130%
Growth In Ad Sales
55%
Improvement In Ad Spend Efficiency
We led with Amazon Listing SEO—PDP cleanup, keyword-aligned titles/bullets, image stacks, and A+ Content—plus retail-readiness fixes that restored relevancy and conversion. With the foundation set, we rebuilt Sponsored Ads structure around proven queries and placements, concentrating spend where listing quality could win. The combination increased rank and click share while improving ROAS and spend efficiency, turning category headwinds into durable growth.
The Challenge
A leading health supplement brand, active on Amazon since 2015, faced stagnating sales and declining traffic within its category (health supplements). Over 70% of their search traffic relied on branded keywords, limiting visibility to new customers. Inefficient ad spend allocation and rigid campaign structures further hindered growth, even as the broader Amazon marketplace thrived.
Category
Platform
Amazon
Type
Brand
Date
July 31, 2025
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Strategic Approach
We partnered with the brand to implement a results-focused strategy. Search insights discovered that 70% of the top search terms were branded keywords, significantly limiting new to brand traffic.
Total Market Opportunity Analysis
- 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.
Advertising Continuity & Restructuring
- Optimized ad focus: Removed brand and category keywords from Auto Ads to prioritize new customer acquisition.
Launched precision campaigns: Deployed exact-match keyword campaigns to capture high-intent shoppers searching for specific solutions.
Budget Reallocation & Day-Parting
- Eliminated inefficiencies: Reallocated 55% of underperforming ad spend to high-impact campaigns.
Time-based bidding: Adjusted bids dynamically based on peak shopping hours to maximize ROI.
Keyword & Audience Expansion
- Diversified traffic sources: Targeted mid-to-long-tail keywords (e.g., “energy supplements for productivity”) to reduce reliance on branded terms.
Results
Sustained growth in a challenging market. Our strategy delivered measurable outcomes despite category headwinds:
Ad Sales: +130% growth despite category decline.
ROAS: +37% improvement as structure matured.
Spend efficiency: +55% improvement via tighter targeting and relevancy.
Rank/click share: higher coverage on core queries due to Listing SEO.
Key Insights
Strategies for Category Resilience
- Traffic Diversification: Reducing reliance on branded keywords unlocked new customer segments within a shrinking category.
- Precision Targeting: Exact-match campaigns and day-parting ensured optimal ad spend utilization, even in a competitive niche.
- Declines create opportunities: Proactive audience and keyword testing can unlock growth even in shrinking markets.
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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.”
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