The ad strategy was solely based on Exact Match targeting and auto campaigns; except for a few auto campaigns, there were no research-based campaigns to harvest new search terms. Sponsored Product Ads were responsible for 80% of the Ad sales. We first did the search terms harvesting from auto-campaigns and utilized the data to set up new SP and SB campaigns. We set up Phrase and Broad Match targeting campaigns to harvest new search terms for targeting expansion Utilizing all the available search term data, we launched Sponsored Brand Ads, both Video and Static creatives, to help increase brand awareness and new-to-brand customer base.
While producing results, the old structure was cultured with a huge number of targets per ad group without proper optimization of underperforming targets. We found over $2k worth of wasted Ad spend over the past 30 days through targeting analysis. With this in-depth optimization, we were able to make the old campaigns clutter-free, which also helped us improve the ROAS.
The next big challenge was new customer acquisition. Instead of pouring money into broad, ineffective ads, we focused on targeting high-intent customers who were already familiar with our brand. By fine-tuning our ad strategy, we reduced customer acquisition costs significantly, making our ad spend more efficient than ever. With a focused approach, we attracted new customers quickly—increasing our market share and boosting sales.
The journey from newcomer to Best Seller in the Mexican Spices category wasn’t just about having a great product—it was about speed to market, smart logistics, and most importantly, understanding the customer and how to efficiently target them. By focusing on brand awareness, customer acquisition, and retention, EZ Bombs hit $1.4M in revenue and established itself as a leader in the market. This case study proves that with the right strategies, even a newcomer can become an Amazon giant.
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