Maximizing Prime Day: How Strategic Advertising Drove 10x Revenue

Ahead of Prime Day, the client had two main objectives: to maximize revenue during the high-traffic event while staying profitable despite running numerous deals. Their main concerns included managing Advertising Cost of Sales (ACoS) and ensuring Total Advertising Cost of Sales (TACoS) remained within target, especially given the increased competition and fluctuating conversion rates leading up to and during Prime Day.

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Our Solution

To address these challenges, we took a strategic and phased approach to managing the client’s advertising campaigns:

Pre-Prime Day: We reduced bids across campaigns to account for lower conversion rates typically seen in the days leading up to Prime Day, ensuring that ad spend was controlled and optimized during this quieter period.

During Prime Day: On Prime Day itself, we monitored performance closely, adjusting bids and budgets gradually throughout the day. Our goal was to maximize both revenue and profitability as traffic surged, utilizing tools like Sellerboard and Pacvue to dynamically manage spend and budgets in real-time.

Post-Prime Day: Immediately following Prime Day, we swiftly reduced bids and budgets to maintain profitability as traffic levels normalized. This post-event adjustment was crucial in ensuring continued efficiency in the days after the peak event.

Throughout the process, we regularly updated the client to keep them informed of performance and strategy adjustments, ensuring that all actions aligned with their goals of high profitability and controlled TACoS.

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Results

The results of our carefully planned and executed strategy were outstanding:

• Revenue increased 10x compared to a normal sales day during Prime Day.
• We maintained a highly efficient TACoS of 6.9% over the two Prime Day event days.
• Despite running deals, the two days remained highly profitable for the client, meeting their profitability goals while maximizing revenue.
• Our stage-based approach, with regular adjustments, ensured that we met and exceeded TACoS targets without compromising on revenue or profitability.

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