How the Proper Structure of PPC Campaigns Boosted Performance by 45% and Profit by 25%
How the Proper Structure of PPC Campaigns Boosted Performance by 45% and Profit by 25%
The Metrie brand account had long suffered from underperforming PPC campaigns, which were not due to budget limitations but rather an improperly configured account structure. From our experience, a poor structure often has a more significant negative impact on advertising performance than misallocated budgets.
Starting Situation
In the original campaigns, there was a combination of different types of match and multiple products within a single campaign.
This approach resulted in unnecessary costs, poor performance control, and a lack of transparency in budget allocation.
Many products remained in campaigns for a long time without performance and did not utilize their potential, even though there was demand for them.
Identified Opportunity
The main opportunity was the complete restructuring of the PPC account architecture with the aim to:
streamline budget flow,
improve control over the performance of individual products,
maintain or increase performance without increasing costs.
The objective was not to limit advertising but to configure it to work more efficiently.
Solution and Implementation
As part of the restructuring, we:
deactivated non-functional and inefficient campaigns,
included all relevant products in active portfolios,
created new campaigns with better-developed keyword research.
The new structure allowed for more precise campaign management and better budget allocation.
Thanks to this, products that were previously inactive in campaigns began to gain traction.
Outcome
After restructuring the account, there was a noticeable improvement in both performance and profitability:
the number of units sold increased by 45%,
Net Profit increased by 25%,
the account gained a clear and long-term sustainable structure.
This case study confirms that a correctly set account structure is the foundation of a successful Amazon PPC strategy.
The Metrie brand account had long suffered from underperforming PPC campaigns, which were not due to budget limitations but rather an improperly configured account structure. From our experience, a poor structure often has a more significant negative impact on advertising performance than misallocated budgets.
Starting Situation
In the original campaigns, there was a combination of different types of match and multiple products within a single campaign.
This approach resulted in unnecessary costs, poor performance control, and a lack of transparency in budget allocation.
Many products remained in campaigns for a long time without performance and did not utilize their potential, even though there was demand for them.
Identified Opportunity
The main opportunity was the complete restructuring of the PPC account architecture with the aim to:
streamline budget flow,
improve control over the performance of individual products,
maintain or increase performance without increasing costs.
The objective was not to limit advertising but to configure it to work more efficiently.
Solution and Implementation
As part of the restructuring, we:
deactivated non-functional and inefficient campaigns,
included all relevant products in active portfolios,
created new campaigns with better-developed keyword research.
The new structure allowed for more precise campaign management and better budget allocation.
Thanks to this, products that were previously inactive in campaigns began to gain traction.
Outcome
After restructuring the account, there was a noticeable improvement in both performance and profitability:
the number of units sold increased by 45%,
Net Profit increased by 25%,
the account gained a clear and long-term sustainable structure.
This case study confirms that a correctly set account structure is the foundation of a successful Amazon PPC strategy.
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More case studies
Explore all the projects and get a feel for our work.