Background

In December 2023, a jewelry brand offering a diverse product range sought to improve its sales performance within the Amazon Canada marketplace. Although the brand provided high-quality products, its marketplace visibility and advertising efficiency required structured optimization. The objective was to enhance campaign performance and improve product discoverability through strategic advertising and listing refinement.

Challenges

• Limited Marketplace Visibility: Low search presence within a competitive jewelry category.

• High Competition: Established brands competing across similar keywords and customer segments.

• Inefficient Campaign Structure: Elevated ACoS and underperforming targeting strategies.

Strategy & Execution

1. Market & Competitive Analysis

• Analyzed competitor positioning using Product Opportunity Explorer data.

• Reviewed customer feedback and search behavior insights from Brand Analytics.

• Evaluated niche demand trends to identify scalable opportunities.

2. Keyword & Listing Optimization

• Developed a structured keyword strategy incorporating relevant short-tail and long-tail search terms using third-party analytics tools.

• Implemented a negative keyword framework to reduce inefficient traffic.

• Optimized product titles, bullet points, and descriptions to improve clarity, relevance, and search alignment.

3. Advertising Creative Optimization

• Developed structured ad messaging focused on product differentiation.

• Improved visual assets to better showcase product quality.

• Conducted controlled A/B testing to refine creative performance.

4. Audience & Campaign Structuring

• Segmented campaigns based on customer intent and performance tiers.

• Implemented Sponsored Brands and product targeting campaigns to support visibility.

• Utilized Sponsored Display retargeting strategies to reconnect with relevant audiences.

5. Bid & Budget Management

• Applied a combination of automated and manual bidding strategies.

• Reallocated budgets based on performance data.

• Monitored spend and efficiency metrics consistently to maintain cost control.

6. Ongoing Performance Optimization

• Conducted regular performance reviews to identify adjustment opportunities.

• Refined keywords, bids, and targeting based on data insights.

• Adapted campaigns in response to marketplace trends.

Results (December 2023)

• Total Sales: $32,249

• Advertising Spend: $2,914

• Advertising Sales: $15,031

• Advertising Orders: 298

• CPC: $0.97

• Conversion Rate: 9.87%

• ACoS: 19.39%

• TACoS: 9.04%

• Year-Over-Year Sales Growth: 226.53%

Conclusion

This case study illustrates how structured campaign management, listing optimization, and data-informed advertising strategies supported measurable growth within a competitive jewelry category. Through continuous refinement and disciplined execution, the brand achieved significant year-over-year improvement in sales performance.