Tanya Creations - How To Handle a Ton Of SKUs

Analysis

• High volume of SKUs rather than focusing on a few products
• Similar to the print-on-demand world with constantly new products

Problems

• No distinction in ad spend allocation among products
• Incorrect products receiving large ad budgets
• Heavy reliance on automatic targeting leading to wasted spend
• Lack of sponsored brand and display ads

Plan

• Split products into clearly defined groups:
  • Make campaigns for small sellers not just the large ones. Small sellers add up with high volumes
  • Initial split by design to ensure relevance in ad targeting
  • Further split products into ad groups based on sales volume
  • Ensured relevant keywords and adjusted bids for highest performing products
• Implemented exact term separation to reduce wasted spend

First Three Months

• Achieved a 90% increase in overall sales
• Achieved a 200% increase in ad sales
• Decreased ACOS
• Reallocated budget from poor performing ASINs to top performers
• Improved conversion rate from 5.8% to 7.4% (nearly 30% improvement)
• Improved campaign structure, reducing reliance on automatic campaigns
• Increased precision in bids through more exact match campaigns

Full 12 Months

• Achieved over $750k in revenue with a profitable TACOS
• Previous year’s revenue was $400,000
• Continued monthly growth through a developed launch strategy for new products

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