How a PPC War Room Transformed a Beauty Brand in One Quarter
$10K+
Monthly Net Profit
From $0-1K
3x
Sales Growth
$10-20K to $40-50K/month
8/10
Page 1 Rankings
Top keywords
-12%
ACoS Improvement
At 3x the spend
At reception, Brand F (Beauty & Personal Care) was grasping for air. Sales were $10-20K/month. P&L was black every two months only to be followed by a red month. We ran a PPC War Room in January and built a plan.
P&L was black every two months, then red. Grasping for air.
Sales stuck at $10-20K/month
P&L alternating between black and red months
Spending on irrelevant targets bleeding budget
Bidding based on ACoS instead of organic rank and profit
PPC War Room in January. Researched high-volume keywords where the brand had above-market CVR, deployed Global Negation, and built Exact Match infrastructure.
Identified high-volume keywords where brand had above-market conversion rates
Changed main picture and listing to be optimized for target keywords exclusively
Stopped the bleeding on irrelevant targets immediately
Doubled total spend and tripled Exact spend, adjusting bids against organic rank, not ACoS
Measured Results
Q1 transformation
Net Profit
Before
$0-1K/month
After
$10K+/month
Monthly Sales
Before
$10-20K
After
$40-50K
ACoS
Before
Baseline
After
-12% improvement
Top 10 Keywords
Before
Off page 1
After
8/10 page 1
Net profit from $0-1K to $10K+/month. Sales tripled. ACoS improved 12% despite 3x spend. Fun fact: purposely not focusing on ACoS improved ACoS. This is when an experienced team can suck the oxygen out of a niche.
Global Negation deployed to stop the bleeding, combined with bidding to organic rank instead of ACoS. The shift from ACoS-tracking to rank-based bidding meant every dollar pushed toward actual market position, and the ACoS improved by itself as a side effect.
8 out of 10 top keywords are ranked on page 1. The approach is now being expanded to additional ASINs in the brand's catalog, applying the same PPC War Room methodology that turned this product from break-even to $10K+ monthly profit.
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