🖊️ Ellington Pens Case Study

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2. Strengthening SEO & Conversion Foundations

To ensure promotional and paid traffic converted efficiently, we rebuilt the listings:

• Rewrote product titles, bullet points, and descriptions
• Updated backend search terms to improve indexing coverage
• Balanced keyword density with premium brand positioning
• Uploaded additional video content to increase engagement

This ensured Ellington captured more organic and paid demand at a higher efficiency.

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3. Reallocating Spend to High-Potential Secondary Products

Beyond hero SKUs, we identified secondary products that were underfunded despite strong fundamentals. Using search funnel analysis, we discovered competitive conversion rates, untapped keyword demand, and strong post-click performance.

Using search funnel analysis, we discovered:

• Competitive conversion rates (CVR)
• Untapped keyword demand
• Strong post-click performance

We increased exposure and budget selectively, allowing these products to scale profitably and contribute meaningfully to total revenue.

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4. Systematic PPC Expansion Through Data-Driven Iteration

We shifted the account from static management to continuous weekly expansion:

• Launched new campaigns every week using search term harvesting
• Used Search Query Performance (SQP) conversion analysis
• Identified keywords with high order volume and sustainable CVR
• Expanded terms into additional match types with isolated campaigns

This steadily increased reach, impression share, and keyword ownership across the category.

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5. Precision Targeting Through ASIN & Competitor Segmentation

To control spend while expanding aggressively, we introduced individual ASIN-based campaigns:

• Segmented targeting by best-selling competitors with high demand
• Segmented targeting by best-selling competitors with high demand
• Reduced inefficiencies common in broad competitor targeting

This allowed Ellington to siphon demand directly from top competitors while maintaining profitability.

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6. "Catch-All" Visibility Campaigns (Secret Sauce)

One of our high-impact tactics involved launching catch-all auto campaigns:

• All products placed into a single auto campaign
• All targeting groups shared the same bid
• Budgets set high to sustain visibility across the catalog

We deployed multiple versions at different CPC levels, ensuring:

• Constant data generation
• Broad visibility without micromanagement
• A steady pipeline of new search terms for harvesting

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7. Advanced Audience Targeting & Bid Adjustments

To improve efficiency deeper in the funnel, we layered audience-based bid modifiers into the strategy

We tested and optimized across all major Amazon audience groups:

• High-interest shoppers based on shopping behavior
• Best-performing segment with lowest CPA and 28.3% ACOS
• Shoppers who clicked or added the brand’s product to cart
• Previous brand purchasers

Bid adjustments were applied to prioritize audiences closer to the purchase decision, increasing conversion efficiency without inflating spend.

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8. Brand-Tailored Promotions, Remarketing & Shopper Recovery

Alongside promotions, we implemented remarketing campaigns to reclaim lost demand:

• Built brand-tailored promotions by customer segment
• Reached shoppers in awareness and consideration stages
• Funnelled spend toward high-intent remarketing audiences
• Clawed back” shoppers who didn’t convert on the first visit

This increased total revenue per visitor and improved traffic monetization.

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9. Expanding into B2B to Increase AOV

To unlock incremental growth, we expanded into Amazon B2B:

• Launched distinct B2B-focused campaigns
• Targeted buyers placing bulk orders
• Funnelled spend toward high-intent remarketing audiences
• Improved average order value (AOV)

This added a new growth lever without cannibalizing core consumer sales.