Strategic PPC Optimization Drives Exponential Growth for Humango on Amazon Marketplace

Background

Humango sought to scale its presence on the Amazon Marketplace by leveraging PPC advertising to boost visibility, drive new customer acquisition, and achieve sustainable month-over-month growth. Salesurf Growth was tasked with developing and executing a comprehensive strategy to optimize ad performance and maximize revenue.

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Problem

1. Low Initial Visibility: Humango faced challenges with low rankings and limited ad visibility on Amazon.
2. Underutilized Ad Formats: The brand had untapped potential in video ads and Sponsored Brand campaigns.
3. High Ad Spend Wastage: Inefficient use of ad budgets was impacting profitability.
4. Customer Acquisition Goals: The brand aimed to bring in new customers and boost overall order volume.

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Solution/Actions Taken

Sponsored Products (SP)

1. Rank-Driven Keyword Targeting:
   • Identified high-impact keywords and launched multiple exact match campaigns to improve rankings and competitive positioning.
2. Keyword Harvesting via Auto-Campaigns:t
   • Implemented auto-campaigns to discover high-performing keywords while minimizing ad spend wastage to maintain a low ACOS.
3. Category Targeting with PT Campaigns:
   • Targeted specific competitor categories to secure premium ad placements and improve brand visibility.
4. Modified Broad Campaigns:some text
   • Enhanced brand discoverability by launching modified broad match campaigns while controlling for budget efficiency.
5. Test Campaigns:t
   • Ran experimental campaigns to identify new growth opportunities, secure additional ad placements, and boost revenue.

Sponsored Brands (SB)

1. Banner Ad Campaigns:
   • Launched Sponsored Brand banner campaigns, generating 90.29% of new-to-brand orders for 2024.
2. Video Ad Campaigns:
   • Introduced video ads targeting branded and non-branded keywords to capitalize on a growth opportunity, significantly increasing ad engagement.

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Results

1. Order Growth:
   • March 2024: 179 orders.
   • October 2024: 2,835 orders (+1,485% growth).
2. Revenue Milestones:
   • Achieved the highest monthly revenue of $94,905.89 in October 2024.
3. Customer Acquisition:
   • 90.66% of orders in 2024 were from new-to-brand customers.
4. Consistent Growth:
   • Month-over-month growth achieved through optimized campaigns and strategic execution.

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Conclusion

Salesurf Growth’s strategic approach to Amazon PPC advertising has transformed Humango’s marketplace presence, driving exponential growth in visibility, order volume, and revenue. With a focus on data-driven keyword targeting, efficient ad spend, and innovative ad formats, Humango has experienced remarkable success. The improved visibility and conversion rates are a testament to the effectiveness of these strategies, ensuring continued growth and market dominance.