Summary

By integrating relevant generic keywords into the campaign structure, campaign revenue increased about 32.7% on average, and ACoS decreased by 671bps in the April vs. March 2020 period.


As early as February, IFC noticed a decrease in competition on some generic keywords. This downward trend has continued significantly again since Amazon's restrictions on its own logistics (approx. by mid-March). The background to this can be manifold (e.g: availability issues) and is therefore difficult to define in detail.

Result

32,7%

Campaign
sales increase

671bps

ACoS
Optimisation

7.9%

CPC
Optimisation

Development of CPC and ACoS for mattresses and slatted frames in April vs. January 2020







IFC APPROACH

As part of the restrictions on Amazon’s own logistics, IFC found that competition on relevant generic keywords has declined.
IFC took advantage of this situation and reintegrated keywords, which were switched off in January for economic reasons, back into the campaigns.




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