Multi-Keyword Strategy Raises ROAS for Amazon Tentpole Events

Dec 15, 2024

Metrics

$5.40 ROAS

Achieved

#1 Ranking

for 5 High Valued Keywords Secured

$2>$3.50

Prime Day
ROAs Improvement YoY

17%

Increase
in Shipped Revenue YoY

#3

Organic Ranking on
‘Protein Powder’

6

Products Moved
to Page 1

Context

This year, we saw performance impacted by a few variables never before experienced.

Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.

Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.

Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.

Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.

Context

Amazon's tentpole events like Black Friday/Cyber Monday (BFCM) and New Year, New You (NYNY) present massive revenue opportunities for brands that can secure top visibility. To maximize success during these seasonal shopping events, VENDO implemented a multi-keyword strategy to achieve a successful Page 1 ranking.

Strategy

Keyword Diversification: VENDO implemented multiple keywords for each product to address potential changes in auto-fill changes that could negatively impact sales.

Budget Optimization: Using multiple keywords for each campaign leads to a significantly higher ROAS. This strategy allows us to adjust daily units when auto-fill changes occur, ultimately resulting in cost savings.

Strategic Timing: Reaching the top row of organic search on keywords can significantly increase sales. VENDO started the campaign before the seasonal spike for the product to reach top of page before peak shopping days of the year. Getting ahead of the spike allows for organic sales to increase while also maintaining top of page ranking.

Conclusion

Campaign #1

BFCM (men’s grooming brand)

Forecasted Revenue: $13,036
Total Revenue Reached: $28,945
- $15,909 additional profit
Forecasted ROAS: 3.32
Reached ROAS: 4.20

Campaign #2

New Year, New You (supplement brand)

Seasonality spike allowed for ranking to stick passed the initial push
Maintained top 12 for 12 days
Forecasted Revenue: $12,377
Total Revenue Reached - $37,138
- $24,761 additional profit
Forecasted: $10,886 total cost and spent $6,795
$4,091 left over and still made way above total revenue
Forecasted ROAS: 2.25
Reached ROAS: 5.4 ROAS

Campaign #3

Fall Prime (men’s personal care)

Increased sales by 1,146 units
Total Revenue: $20,605
Campaign Return: 3.43 ROAS while maintaining the top 5 spot after campaign
Reached #1 for Fall Prime

VENDO’s multi-keyword strategy proved to be a game-changer, delivering not just short-term boosts but higher ROAS and sustained top-row organic rankings. By leveraging strategic timing and keyword diversification, VENDO enabled brands to maximize their seasonal sales potential while optimizing ad spend.