How Oceanwing precision advertising drove Amazon BFCM growth
A three-in-one Amazon ads strategy helped a leading U.S. health supplement brand scale performance and achieve 105% of its BFCM sales forecast.
$1,207,647
GMV Achieved During BFCM
35.85%
YoY GMV Growth
36.22%
Realized Conversion Rate
We supported a leading U.S. health supplement brand in strengthening its Amazon performance during Black Friday/Cyber Monday in 2025 and winning during one of the most competitive shopping seasons of the year. Our three-in-one strategy leveraged precision advertising through real-time forecasting, CPC management, and keyword tiering to improve visibility and protect advertising efficiency.
The Challenge
BFCM campaigns are among the most competitive on Amazon. They require advanced planning, rapid real-time adjustments, consistent visibility, and efficient spend allocation. The shopping windows are short and intense, on top of which many client-side constraints added pressure to the challenge due to lower promotional discount depth, limited inventory availability, and the absence of off-Amazon traffic support.
- Balancing Sales with TACOS: The BFCM campaigns needed to target more than $1.15M in GMV while maintaining TACOS below 15%. That required aggressively advertising spend scaling without reducing efficiency during peak traffic spikes.
- Lower Promotional Discount Depth: Compared to prior periods, the client had reduced discount depth, lowering the campaigns’ ability to capture organic demand. Advertising performance was required to compensate for weaker promotional periods.
- Inventory Constraints Across ASINs: Some higher-demand client ASINs experience inventory limitations. That reduced the ability to capture peak traffic demand, lowering the Units Index from 2.92 to 2.09.
- Lack of Off-Amazon Traffic Support: During the BFCM competition, keyword efficiency and conversion performance came under added pressure, as the campaign relied heavily on Amazon demand capture. Non-branded keywords across the category declined by 5% to 15%.
Strategic Approach
Our Oceanwing precision advertising adopted a three-in-one strategy that leveraged real-time optimization, CPC bidding, control, and keyword tiering to improve product visibility and advertising spend efficiency.
- Real-Time Forecasting & Dynamic Optimization: Implemented and monitored sales and spend that kept pace on an hourly basis across key BFCM dates. Oceanwing was able to adjust budgets in real time and dynamically optimize bids to better achieve targets and improve efficiency.
- CPC Control Strategy: Time-based bid management was implemented across peak and off-peak periods. Core keyword placements were protected during peak hours to sustain visibility and rankings, while bids were lowered in off-peak hours to control CPC. This helped lower account-level CPC by 14% vs. PBDD, with only a 13% increase vs. regular sales periods.
- Keyword Tiering Management: Keywords were segmented by product category, campaign objective, and keyword intent, which provided better Share of Voice (SOV) protection during peak BFCM traffic. P1 keywords supplemented traffic with a ROAS-oriented approach. This structure increased SOV from 44% to 55% and improved CR by 22% YoY.
Results
- Exceeded original BFCM forecast, generating $1,207,647 in GMV and reaching 105% of the original $1.15M sales target.
- Creating strong YoY growth where GMV increased by 35.85% compared with BFCM 2024 performance.
- Improved campaign conversion by 5.31 percentage points to a newly achieved 36.22% conversion rate.
- Helped to expand brand SOV from 44% to 55% through structured P0 keyword prioritization during the target BFCM period.
Key Insights
- With precision advertising structures, clients achieve greater efficiency, even during high-volume Amazon BFCM campaigns.
- Focused attention to real-time bid management helps stabilize campaign performance during periods of higher demand.
- Keyword tiering improved SOV protection and ROAS efficiency.
- Product prioritization with comprehensive CPC can control conversion performance, even with inventory constraints.
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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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