Listing Optimization + PPC
From Stagnant Sales to 73% Growth – Kitchen Brand Transformation
The Challenge:
The brand had been selling on Amazon for 14 months but faced stagnation. While the product reviews averaged 4.4 stars, conversion rates had plateaued below 11%, and PPC campaigns were inefficient, with an average ACOS hovering around 51%. Visuals were generic, listings were keyword-stuffed, and the brand had no cohesive identity on Amazon.
Key issues:
❗Underwhelming click-through rate (0.7%) on key listings
❗Poor indexing for mid- and long-tail keywords
❗Inconsistent A+ content across parent listings
❗Lack of post-purchase funnel or review collection strategy
Client: FARBERWARE
Category: Home & Kitchen
Market: Amazon US
Duration: 90 Days
Our Strategy
We implemented a 5-stage holistic Amazon Growth Framework to address every weak point in the sales funnel.
1. Listing Overhaul & SEO Layering
1. Conducted a keyword gap analysis using Helium 10 and Brand Analytics to identify overlooked mid-competition, high-intent terms.
2. Integrated semantic keyword mapping into listings—balanced top-of-funnel (TOFU) and bottom-of-funnel (BOFU) keywords.
3. Streamlined bullets and product titles to emphasize unique selling points (e.g., “non-toxic ceramic coating” instead of “non-stick”).
Outcome: Indexed for 142 new keywords, with 38 ranking on page 1 after 30 days.
2. Visual Identity & A+ Content Redesign
1. Developed new hero images with clear size indicators, usage context, and color contrast for mobile visibility.
2. Designed premium A+ modules using lifestyle imagery + comparison charts against competitors to establish perceived value.
3. Created a cohesive “Why Choose Us” branded story using icons and voice-of-customer language.
Outcome: CTR improved from 0.7% to 1.6%; A+ scroll depth up 48% (as per Brand Metrics).
3. Ad Account Restructure (PPC 2.0)
1. Audited all campaigns and restructured into Single Keyword Ad Groups (SKAGs) for granular control.
2. Built 3-phase PPC funnels:
◦ Discovery (auto campaigns + loose match)
◦ Ranking (exact match, keyword-focused)
◦ Retention (branded + retargeting)
3. Added time-of-day bid modifiers to maximize spend during peak hours (Mon–Fri, 6–9 PM EST).
Outcome:
◦ ACOS reduced from 51% to 34%
◦ TACoS down to 19.8%
◦ PPC-driven sales grew by 37%
4. Post-Purchase Review Funnel + Inserts
1. Launched an email follow-up flow via Amazon’s “Request a Review” API, spaced over 3 touchpoints.
2. Included a branded insert card offering access to a bonus recipe eBook in exchange for feedback (compliant with TOS).
3. Collected voice-of-customer phrases to feed back into listing optimization and FAQs.
Outcome:
◦ Review rate increased from 2.1% to 3.6%
◦ Gained 212 verified reviews across 3 ASINs within 45 days
5. Brand Store & Cross-Sell Strategy
1. Rebuilt the Amazon Brand Store to highlight bestsellers, bundles, and “frequently bought together” logic.
2. Designed dedicated sub-pages for collections (e.g., “Baking Essentials” & “Eco-Friendly Kitchen”).
3. Created Sponsored Brand Video ads to direct cold traffic to curated storefront sections.
Outcome:
◦ Brand Store conversion increased from 4.8% to 9.2%
◦ Drove 14.7% of total sales from cross-ASIN navigation
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly Revenue | $23,150 | $40,060 | ↑ +73% |
| Conversion Rate | 10.6% | 17.1% | ↑ +61% |
| ACOS | 51% | 34% | ↓ -33% |
| Total Review Count | 418 | 630 | ↑ +212 |
| Page 1 Keyword Rankings | 19 | 57 | ↑ +200% |
| CTR (Main ASIN) | 0.7% | 1.6% | ↑ +128% |
| Client Feedback: “This wasn’t just a quick optimization, it was a full brand reset. Every piece of the puzzle aligned. Our Amazon business now looks, performs, and sells like a premium brand.” | |||
