Lifestyle Brand Doubled Market Share
Using PPC as an investment in organic visibility, we achieved unprofitable ACOS initially but drove long-term growth through strategic positioning.
Client Overview
Industry
Lifestyle & Fashion
Product Range
Lifestyle Accessories
Monthly Ad Spend
$75,000
The Challenge
This lifestyle brand was struggling to gain meaningful market share in a highly competitive category. Despite having quality products, they were invisible to most potential customers due to poor organic rankings and limited advertising presence.
Key Challenges:
- •Low market share in a competitive lifestyle category
- •Limited organic visibility for key product keywords
- •Competitors dominating top search positions
- •Need for aggressive growth strategy with long-term vision
Our Three-Phase Strategy
Phase 1: Investment (Months 1-2)
High ACOS investment period focused on gaining visibility
Key Metrics:
- • ACOS: 45-60%
- • Impressions: +300%
- • Market Share: +25%
Focus Area:
Maximum visibility and impression share capture
Phase 2: Optimization (Months 3-4)
Gradual optimization while maintaining visibility gains
Key Metrics:
- • ACOS: 35-45%
- • Organic Traffic: +80%
- • Market Share: +50%
Focus Area:
Balance between visibility and efficiency improvements
Phase 3: Efficiency (Months 5-6)
Leveraging organic gains to improve overall efficiency
Key Metrics:
- • ACOS: 25-35%
- • TACOS: 10%
- • Market Share: 2x
Focus Area:
Sustainable profitability with maintained market position
Implementation Strategy
Comprehensive Keyword Research
Identified high-volume, high-intent keywords across the entire customer journey
Implementation Details:
- Mapped 500+ relevant keywords across all funnel stages
- Analyzed competitor keyword strategies
- Identified untapped keyword opportunities
- Created keyword priority matrix based on volume and intent
Visibility-Focused Campaign Strategy
Designed campaigns to maximize visibility and impressions across all relevant placements
Implementation Details:
- Launched aggressive broad match campaigns
- Implemented high-bid strategies for top-of-search
- Created comprehensive phrase match coverage
- Utilized all available campaign types simultaneously
Multi-Campaign Type Utilization
Leveraged every available Amazon advertising format for maximum reach
Implementation Details:
- Sponsored Products for direct product targeting
- Sponsored Brands for brand awareness
- Sponsored Display for retargeting and lookalikes
- Video campaigns for engagement
Custom Lifestyle Asset Creation
Developed compelling lifestyle imagery to differentiate from competitors
Implementation Details:
- Professional lifestyle photography shoots
- Mobile-optimized creative formats
- A/B tested different lifestyle scenarios
- Created seasonal and trend-based variations
Results Achieved
Market Share Growth
Doubled market share within 6 months
Organic Visibility
Increase in organic search visibility
TACOS Achievement
Final TACOS below target threshold
Keyword Rankings
Average position for target keywords
The Investment Mindset
Why We Accepted Unprofitable ACOS Initially
Traditional PPC management focuses on immediate profitability, but this approach treats advertising as an investment in long-term organic visibility. By accepting higher ACOS in the short term, we were able to:
- • Build sales velocity that improved organic rankings
- • Establish brand presence in competitive search results
- • Generate customer reviews and social proof
- • Create sustainable competitive advantages
The key was monitoring TACOS (Total Advertising Cost of Sales) rather than just ACOS, ensuring that overall business profitability remained on track while investing in growth.
Key Learnings
- PPC can be used as a strategic investment tool for long-term organic growth
- Short-term unprofitable ACOS can lead to sustainable long-term gains
- Lifestyle imagery significantly outperforms product-only shots in competitive categories
- Comprehensive campaign coverage is essential for market share growth
- TACOS provides a better metric than ACOS for evaluating overall business impact
Conclusion
This case study demonstrates the power of treating PPC as a strategic investment rather than just a direct response channel. By accepting short-term unprofitability in exchange for long-term market position, we were able to double the client’s market share and establish sustainable competitive advantages.
The key was having a clear strategy, monitoring the right metrics (TACOS vs. ACOS), and maintaining discipline throughout the investment phase. The result was not just improved advertising performance, but a fundamentally stronger market position.
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