Amazon Advertising · Manufacturer · Amazon UK · Existing Campaigns
TACoS down from 19.3% to 13% while monthly units sold increased by 35%
An experienced e-commerce manufacturer came to Go2Market with an established Amazon UK operation and advertising campaigns that were not delivering the performance the business wanted.
The objective was to increase sales by improving the existing campaigns and strengthening product visibility across Amazon.
Go2Market analysed the account, market, competitors, keywords and bids before restructuring the advertising activity. Sponsored Products were optimised, Sponsored Display was developed further, cross-selling was introduced and the Brand Store became part of the wider sales strategy.
During the period covered by the case study, TACoS fell from 19.3% to 13%, while monthly units sold increased from 13,841 to 18,697 — a 35% increase.
19.3% → 13%
TACoS
+35%
monthly units sold
£108,123 → £197,622
average monthly sales generated by campaigns
THE STARTING POINT
An established Amazon business with advertising already in place
The client was an experienced e-commerce manufacturer selling on Amazon UK.
When Go2Market began managing the marketing activity in August 2022, the business was not starting from zero. Products were already selling and campaigns were already active.
The problem was their effectiveness.
The published case study describes the existing campaigns as incorrectly designed, while the client’s objective was to increase sales through better optimisation and stronger product visibility on Amazon.
That made the first task less about adding more advertising and more about understanding what was already running, where it was losing efficiency and which parts of the setup needed to change.
THE BUSINESS CHALLENGE
Improve the existing campaigns before expanding the advertising mi
The client sold across three product areas: pet, home and office.
The account therefore needed an advertising approach capable of supporting several parts of the catalogue rather than one isolated product group.
Go2Market needed to improve the campaigns already in place while identifying where additional formats and activity could support further sales growth.
The project combined optimisation with expansion, but in that order: first understand the existing performance, then decide where to extend the advertising.
THE DIAGNOSIS
Campaign decisions needed to be based on what the account data was showing
Go2Market began with an in-depth review of the existing campaigns alongside analysis of the market and competition.
Keyword performance and bids were examined with conversion in mind. Advertising Console reports and Business Reports were then used to monitor impressions, clicks, costs, conversions and search terms throughout the work.
Business Reports also helped identify both the strongest-selling products and products where conversion was weaker.
This gave the team a clearer basis for deciding where bids, targeting, placements and campaign structure needed to change rather than optimising the account from assumptions.
REWORKING SPONSORED PRODUCTS
Tighter control over targeting, bids and unprofitable search terms
Sponsored Products remained an important part of the advertising setup.
Go2Market reviewed keyword performance and tested different bid levels across product groups. Bid and placement adjustments were made as the campaigns developed, while search terms that were unprofitable or failed to deliver the required result were excluded.
The campaigns were therefore not treated as a one-off rebuild.
Performance data continued to shape the optimisation after the initial changes had been introduced.
EXTENDING THE CUSTOMER JOURNEY
Advertising did not stop after the first product click
Go2Market also introduced defensive and cross-selling campaigns.
The purpose described in the case study was to keep customers within the client’s range and encourage them to consider additional products rather than allowing the advertising journey to end with a single offer.
Sponsored Display was developed further as part of the same approach. The existing activity was optimised using Bid optimisation – Viewable impressions, adding another way to reach potential customers beyond Sponsored Products alone.
This broadened the advertising mix while keeping the work connected to the same sales objective.
DEVELOPING THE BRAND STORE
The Brand Store became another part of the purchase journey
Go2Market also worked on the client’s Store.
Business Report data and customer behaviour informed changes to the products presented there. The case study describes the use of an up-selling approach, with different product variants shown to customers with different budgets.
The Store was therefore not treated simply as a brand presentation page.
It became another place to expose customers to a broader part of the assortment and support additional purchase opportunities.
EXPANDING ACROSS THE PRODUCT RANGE
Once the initial setup had been improved, advertising was extended further
The next stage was to develop Amazon marketing activity across all three of the client’s product areas: pet, home and office.
Additional campaigns were launched for office products and home accessories. The case study records total sales of £373,697.72 in March after this expansion.
This broader campaign coverage followed the earlier optimisation work rather than replacing it.
SALES DEVELOPMENT
The account began recording stronger results within the first months
The case study provides several points showing how sales developed after the work began.
In the third month of the campaign, sales increased by 44.5%, from £212,004.52 to £306,431.07.
After further campaigns were introduced for office and home products, total sales reached:
£373,697.72
in March
The client had originally planned for a 30% sales increase. The published case study states that by April, sales were 65% higher than in the period before campaign optimisation.
CAMPAIGN PERFORMANCE
Average monthly sales generated by advertising increased
Before optimisation, the campaigns generated an average of:
£108,123 - in monthly sales
After optimisation, the figure recorded in the case study was:
£197,622 - in average monthly sales generated by campaigns
Three months after the optimisation, the campaigns were generating an average of approximately 13,000 orders per month.
The case study also records:
5.11 - RoAS - 19% - ACoS after optimisation
These figures describe campaign performance specifically and are separate from the total account sales values reported elsewhere in the case.
MORE TRAFFIC, MORE UNITS SOLD
The improvement was visible beyond advertising sales alone
The case study also compares traffic and unit sales before and after the period of optimisation.
Monthly sessions increased from 179,418 in June 2022 to 264,383 in April 2023 — a 47% increase.
Over the same comparison points, monthly units sold increased from 13,841 to 18,697, representing 35% growth.
The conversion rate remained above 7% during the period described in the case study.
The key change was therefore not simply a higher level of advertising spend or more campaigns. More customers were reaching the products, more units were being sold and the relationship between advertising cost and total sales improved.
TACoS
Advertising became more efficient in the context of total sales
One of the clearest indicators in the case is the change in TACoS.
19.3% → 13%
TACoS
At the same time:
+35%
monthly units sold
13,841 → 18,697
This combination matters because TACoS measures advertising spend in relation to total sales rather than looking at advertising revenue in isolation.
The published case records a lower TACoS alongside a higher monthly volume of products sold.
THE RESULTS
Higher campaign sales, more units sold and lower TACoS
The clearest verified results from the case study are:
19.3% → 13%
TACoS
+35%
monthly units sold
13,841 → 18,697
£108,123 → £197,622
average monthly sales generated by campaigns
+47%
monthly sessions
179,418 → 264,383
5.11
RoAS
19%
ACoS after optimisation
£373,697.72
total sales recorded in March
The figures describe different parts and periods of the account, so they are presented separately rather than combined into one overall growth claim.
WHAT CHANGED FOR THE CLIENT
Advertising became a broader part of how the range was sold on Amazon
The project began with existing campaigns that needed improvement.
Go2Market analysed their structure and performance, adjusted bids and placements, refined targeting and removed ineffective search terms.
The advertising mix was then developed through Sponsored Display, defensive campaigns and cross-selling. The Brand Store was incorporated into the wider approach, and campaign activity was expanded across pet, home and office products.
During the period documented in the case study, average campaign-generated monthly sales increased, monthly sessions and units sold grew, and TACoS fell from 19.3% to 13%.
Find out whether your campaigns are supporting the wider sales result
What this Amazon Advertising case study shows
This Amazon Advertising case study shows how an established Amazon UK account developed its advertising by improving the existing setup before expanding campaign activity.
The client already had active campaigns when Go2Market began managing the marketing work in August 2022. The first stage therefore focused on analysing the existing campaigns, market, competitors, keywords, bids and account performance rather than simply adding more advertising.
Sponsored Products were optimised, Sponsored Display was developed further, defensive and cross-selling activity was introduced and the Brand Store became part of the wider sales approach.
During the period documented in the case study, TACoS fell from 19.3% to 13%, while monthly units sold increased from 13,841 to 18,697.
Optimising an existing Amazon PPC account
The project began with campaigns that were already live.
Go2Market reviewed campaign performance alongside market and competitor analysis. Keyword performance, bids, impressions, clicks, costs, conversions and search terms were used to identify where the existing setup needed to change.
The purpose was to understand which parts of the advertising account were losing efficiency before introducing additional activity.
Improving Sponsored Products before expanding campaign activity
Sponsored Products remained an important part of the account.
Go2Market reviewed keyword performance, tested bid levels and adjusted bids and placements as the campaigns developed. Search terms that were unprofitable or did not deliver the required result were excluded.
The campaign structure continued to be optimised after the initial changes rather than being treated as a one-off rebuild.
Expanding Amazon Advertising through Sponsored Display and cross-selling
Once the existing activity had been improved, the advertising mix was developed further.
Defensive and cross-selling campaigns were introduced, while Sponsored Display activity was expanded. The Brand Store also became part of the wider customer journey.
Advertising was subsequently extended across the client’s pet, home and office product areas.
Amazon PPC performance beyond ACoS and RoAS
The case study records several different performance indicators rather than one overall metric.
Average monthly sales generated by campaigns increased from £108,123 to £197,622. RoAS reached 5.11 and ACoS after optimisation was 19%.
Monthly sessions increased from 179,418 to 264,383, while monthly units sold rose from 13,841 to 18,697.
TACoS fell from 19.3% to 13%, showing a lower relationship between advertising spend and total sales during the documented comparison period.
Amazon Advertising results in context
The figures describe different parts and periods of the account and should therefore be interpreted separately.
The results belong specifically to this client, its Amazon UK operation, product range, advertising setup and the periods described in the published case study.
They should not be treated as a forecast or guarantee for another Amazon Advertising account.
What the case demonstrates is the route actually taken: understand where the existing advertising is losing efficiency, improve the campaign structure and then broaden activity where the account data supports the next step.
FAQ
Was the client already running Amazon Advertising before working with Go2Market?
Yes. The client already had active Amazon UK campaigns when Go2Market began managing the marketing activity in August 2022.
What did Go2Market analyse before restructuring the campaigns?
Go2Market reviewed the existing campaigns, market, competition, keywords, bids and account performance data.
Which Amazon Advertising formats were used?
The work included Sponsored Products and Sponsored Display, together with defensive and cross-selling activity.
Did Go2Market work on the Brand Store?
Yes. The Brand Store was developed as part of the wider customer journey and product-presentation strategy.
What happened to TACoS?
TACoS fell from 19.3% to 13% during the documented comparison period.
How did monthly units sold change?
Monthly units sold increased from 13,841 to 18,697, representing 35% growth.
How did average monthly sales generated by campaigns change?
They increased from £108,123 to £197,622.
What ACoS and RoAS were recorded after optimisation?
The case study records a RoAS of 5.11 and an ACoS of 19% after optimisation.