Client Overview
All Good is a mission-driven brand specializing in environmentally friendly face and body care products. With a loyal customer base and a strong product lineup, the brand had built a solid presence on Amazon. However, despite healthy traffic and consistent investment in advertising, sales growth had plateaued and year-over-year performance had begun to decline.
The challenge wasn’t a lack of demand; it was that the advertising structure had become inefficient over time. Budgets were spread too broadly, branded searches consumed an outsized share of spend, and campaign architecture made it difficult to optimize individual products effectively. The brand needed a more disciplined approach that could improve efficiency while returning to sustainable growth.
The Challenge
When All Good partnered with BEST Agency, the objective was clear: reverse declining sales without simply increasing advertising spend.
Our initial audit identified several opportunities for improvement:
- Campaigns contained multiple products competing for the same budget.
- Keyword match types were consolidated, limiting bidding precision.
- Advertising spend was overly concentrated on branded search terms that largely captured existing demand rather than generating new customers.
- Budget allocation lacked the flexibility needed to prioritize the products and keywords producing the strongest incremental returns.
Rather than making isolated optimizations, we believed the account required a complete structural redesign built around precision and accountability.
Our Strategy
We worked closely with the All Good team to develop an entirely new advertising framework before launching a single campaign.
This collaborative planning process included aligning on:
- Product priorities
- Campaign architecture
- Keyword strategy
- Budget allocation
- Creative assets
- Long-term growth objectives
By ensuring everyone agreed on the structure before launch, we were able to implement a system designed for scalability instead of simply patching existing campaigns.
1. Building a Single-ASIN Campaign Structure
One of the largest changes was transitioning to a single-ASIN campaign strategy.
Rather than grouping multiple products together, every product received its own dedicated campaigns with independent budgets and bidding strategies.
This created several advantages:
- Budget could no longer be unintentionally consumed by stronger-performing products.
- Individual profitability became significantly easier to measure.
- Bid adjustments could be made at the product level.
- High-potential products could be scaled independently.
This level of visibility allowed every advertising dollar to be managed with much greater precision.
2. Separating Match Types
We also rebuilt keyword campaigns by separating Broad, Phrase, and Exact match types into independent campaigns.
This approach allowed us to:
- Allocate more budget toward proven Exact match keywords.
- Control discovery spending through Broad campaigns.
- Evaluate performance at each stage of the customer search journey.
- Optimize bids based on actual conversion data rather than averages.
Instead of treating all search traffic equally, each keyword category earned budget based on its performance.
3. Shifting Toward Customer Acquisition
Another important initiative involved reducing reliance on branded search traffic.
Branded keywords are valuable for defending market share, but they often capture shoppers who already intend to purchase the brand.
To drive incremental growth, we intentionally shifted more investment toward high-intent non-branded searches where new customers begin their product discovery journey.
This strategy focused on expanding market reach while maintaining strong efficiency.
4. Continuous Optimization
Launching the new structure was only the beginning.
Following implementation, campaigns were continuously monitored and optimized through:
- Search term harvesting
- Negative keyword expansion
- Bid optimization
- Budget reallocation
- Placement adjustments
- Product-level performance reviews
Rather than making large reactive changes, we relied on incremental improvements driven by performance data. This disciplined optimization process allowed the account to become more efficient over time while preserving scalability.
Results
The impact of the new advertising strategy was evident almost immediately.
Within 60 days, All Good successfully reversed its declining year-over-year sales trend, transforming stagnant performance into positive growth.
At the same time, advertising efficiency improved substantially.
One of the clearest indicators was branded spend allocation. Prior to restructuring, approximately 52% of advertising investment was directed toward branded keywords. Following implementation, that figure declined to approximately 40% within 60 days, representing a 23% reduction in branded spend while maintaining overall account performance. Over time, the share of branded spend stabilized below 25% of the total.
By redirecting investment toward non-branded customer acquisition, the brand was able to reach more new shoppers without sacrificing efficiency.
Perhaps most importantly, the new campaign structure created a framework for ongoing optimization. Instead of relying on broad account-level adjustments, every product, keyword, and campaign could now be evaluated independently, allowing future decisions to be made with greater confidence and precision.
Key Takeaways
This engagement demonstrates that improving Amazon advertising performance is not always about increasing budgets. Often, meaningful growth comes from building a smarter system.
By collaborating closely with the client, redesigning the account architecture, aligning campaigns with business objectives, and implementing a precision-driven optimization strategy, we transformed an account that had begun to stagnate into one positioned for sustainable growth.
At BEST Agency, we believe every advertising dollar should have a purpose. A disciplined campaign structure, data-driven decision making, and continuous optimization allow brands to maximize efficiency while creating long-term, scalable growth.
For All Good, the result was more than a short-term improvement in sales, it was a stronger advertising foundation capable of supporting future growth as the business continues to expand.