How SellerApp Transformed the Strategy
Else Nutrition started with SellerApp’s AI automation in January and February to streamline performance and stabilize spend. Once the foundation was in place, the account was taken over by our PPC Agency experts. This shift allowed the team to zero in on high-intent keywords, control bidding more precisely, and test new ad structures in real time. What followed was a complete advertising transformation.
1. Strategic Deep Dive
SellerApp began by turning historical data into actionable insights. Auto campaign reports were analyzed to surface high-performing keywords and missed opportunities.
ASINs were segmented based on their potential and relevance, while ad campaigns were rebuilt around how parents actually shop. Specifically, by age group. From baby cereals to toddler formula and kids’ health mixes, each campaign spoke to a specific stage in a child's nutrition journey.
2. Full-Funnel PPC Execution
Campaigns didn’t just grow, they multiplied with purpose. From just 15 active campaigns, SellerApp scaled to 93 carefully structured ones, each designed to serve a clear objective.
Campaigns were strategically grouped into branded (to retain existing customers), generic (to attract new audiences), and competitor (to win over shoppers browsing rival products). This layered structure enabled Else Nutrition to engage buyers across the full funnel, from discovery to decision.
Product Attribute Targeting (PAT) ads supported this approach by placing Else’s products directly on competitor listings and reinforcing their own listings with internal ads to prevent brand leakage (defensive ppc ad campaigns).
3. A+ Content and Creative Optimization
In a space as personal as child nutrition, creative matters. SellerApp conducted a deep competitor analysis and upgraded Else Nutrition’s A+ content with videos, side-by-side comparisons, and emotionally resonant visuals.
These assets were strategically reused in Sponsored Brands and Sponsored Display ads to maintain visual continuity and reinforce trust at every touchpoint.
4. Sponsored Display Revamp Using DLG Strategy
While DSP was out of budget, SellerApp executed a DLG-based Sponsored Display campaign to mimic its reach and precision.
Around 30% of the ad budget was focused on in-market shoppers, recent searchers within the category, and remarketing audiences. This not only expanded top-of-funnel visibility but did so efficiently, keeping ACoS under 12%.
5. Smarter Budget Allocation
Rather than increasing spend, SellerApp made the existing budget work harder. Poorly performing campaigns were scaled down, while high-return ASINs received strategic investment.
Tactical pricing levers like coupons, strike-through discounts, and real-time price adjustments were used to stay competitive. Especially, in a category where value perception plays a critical role.
In short, SellerApp didn’t just optimize ad campaigns. They rebuilt Else Nutrition’s Amazon strategy into a full-funnel performance engine designed to win attention, convert new shoppers, and scale sustainably.
