18.32% YoY Growth In 2024

Client Background:
The client, a seller of different flavors of coffee pods for various machines on Amazon, aimed to increase their sales in 2024 compared to the previous years.

Goals:
1) Increase sales compared to previous year by at least 15%.
2) Maximize visibility and sales of all the flavors.
3) Lower the cost of advertisement as much as possible.

Challenges:
1) High competition in the coffee pods market.
2) Consistent listing issues that made advertising difficult.

Strategy:
· Utilization of Ad Types: Utilized Sponsored Products, Sponsored Brand Video, Sponsored Brand Headlines, and Sponsored Display to maximize visibility and sales.
· Defend Ad Strategy: Implemented a defend ad strategy to protect market share and drive sales by targeting competitors' brand terms and related keywords.
· Funneling Data from Sponsored Products to Sponsored Brand and Display Campaigns

Execution:
· Ad Type Utilization: Ran targeted campaigns using all available ad types to reach a wider audience and increase visibility.
· Defend Ad Strategy Implementation: Implemented defend ad campaigns targeting competitors' brand terms and related keywords to capture market share.

Results:
· Sales Increase: Achieved an 18.32% increase in sales for the period of January to March 2024 compared to the same period in 2023.
· Managed to contain TACoS to around 5%
· Market Share Protection: The defend ad strategy effectively protected market share and fended off competitors.

Conclusion:
Through a comprehensive strategy that included utilizing all available ad types, implementing a defend ad strategy, and leveraging seasonal promotions and product bundling, the client was able to achieve a significant increase in sales for their coffee pods. This case highlights the effectiveness of utilizing various ad types and strategies to drive sales growth and protect market share in a competitive market.