Next, I tackled the runaway ad costs. Instead of letting campaigns run on autopilot, I introduced custom PPC rules and dayparting strategies. This meant ads would bid more aggressively only during peak conversion hours and scale back during low-converting times, cutting costs without sacrificing visibility.

At the same time, I worked on revenue diversification. We rolled out cross-selling campaigns, product defense ads to protect our placements from competitors, audience retargeting for missed buyers, and Subscribe & Save enrollment to build recurring subscription sales.

Finally, by applying pivot-table analysis on search term reports, I identified untapped buyer segments. Targeting these segments led to a 35% increase in new-to-brand orders, which expanded the customer base and strengthened market share.

Within a few months, the brand saw its organic rankings stabilize, CPCs fall into a manageable range, and profitability return.

This project showcases my ability to combine technical PPC mastery with holistic brand-building strategies. By controlling CPCs, diversifying revenue streams, and driving new-to-brand growth, I helped a supplement brand regain momentum and profitability in one of Amazon’s toughest niches.