Case Studies
Case Study 1 - Indian Confectionary Brand - Amazon
Achieved a remarkable improvement in ROAS, scaling from an initial 1X to close to 4X in just three quarters.
When I took over the brand in January 2024,the initial ROAS was just about 1. I focused on high-intent keywords and applied negative keywords to eliminate irrelevant traffic. Stopped running automatic campaigns, completely transitioned to manual campaigns for better control. I prioritized Sponsored Product Ads, used dynamic bidding (down only), adjusted bids to target top-of-search placements, and allocated most of the budget to top-performing products to maximize ROAS.
Case Study 2 - Middle Eastern FMCG Brand - Amazon
Complete restructuring and Took ROAS from 14 to 25
I inherited a client running ineffective auto campaigns and some unstructured manual campaigns, I initiated a comprehensive overhaul.
First, I segmented portfolios and product categories. Next, I conducted extensive keyword research, prioritized products, and structured nine manual campaigns for brand, competition, and generic keywords across different match types. I also implemented product and category targeting campaigns, alongside sponsored brand campaigns for each keyword type. The objective was to boost spends, increase impression share, and gain better control over investments.
Once the campaigns were live, I focused on robust reporting. Leveraging targeting, placements, and advertised product reports, I generated weekly reports featuring portfolio-level data with filters for easy reference. These reports included campaign, placement, ASIN, and keyword-level data, providing comprehensive insights.
Within three months, our efforts yielded remarkable results. The ads achieved significant spending with a strong return on ad spend (ROAS). Notably, during the Ramadan sale, it generated an impressive revenue of 2.25 million with an exceptional ROAS of 33.65 .
In May 2024, a revenue of over 3 million was generated with a ROAS of over 45 .
Case Study 3 - Indian Confectionary Brand - Swiggy Instamart
How Strategic Adjustments on Swiggy Instamart Delivered 2x ROAS for Candies & Gums
Understanding consumer behavior and making data-driven adjustments are crucial for optimizing ad campaigns. This case study highlights how small yet impactful changes to Swiggy Instamart campaigns for the candies and refreshment gums category resulted in a 2x increase in Return on Ad Spend (ROAS).
By March, the ROAS for campaigns on Swiggy Instamart was consistently below 2. Ads ran with mixed keyword match types (Broad and Exact) and minimal bids, but performance fell short of expectations. A fresh approach was needed.
To address the issue, two key changes were made:
- Keyword Optimization: Shifting all keywords to Exact match types ensured better alignment with user intent and reduced irrelevant clicks.
- Time Slot Targeting: Analysis showed lower purchase intent during early breakfast and breakfast hours for candies and gums. Ads during these slots were paused at the end of May.
By June, the original campaign performed significantly better. Two additional campaigns using the same strategy saw ROAS double, achieving a 2x improvement. This validated the effectiveness of Exact match keywords and time-slot-specific targeting.
Key Takeaways
- Understand Consumer Behavior: Target high-intent time periods to maximize results.
- Optimize Keywords: Use Exact match to minimize wasteful spending.
- Monitor and Adapt: Regular analysis and experimentation lead to better performance.
Conclusion – Strategic keyword adjustments and time-slot optimization can drive significant campaign improvements. By focusing on consumer behavior, we achieved a 2x ROAS for the candies and gums category on Swiggy Instamart—a testament to the power of data-driven advertising.