A dietary supplement brand contacted BellaVix to solidify its presence on Amazon.
Their catalog offers a wide range of supplements that have high competition and increasing demand. Their products had no compliance issues and were optimized, ready to compete for higher rankings.
By targeting a highly specific health niche, the brand had established a loyal customer base, but they wanted to expand it.
After several audits, the BellaVix Team concluded that the most logical next step was to scale ad sales through solid data.
Misleading Data
The brand was trying to increase its sales and visibility in the Amazon US Marketplace.
At first sight, there were no real issues with the account. Their sales were growing, and the brand’s campaigns were performing well.
But the data was misleading.
Their non-branded campaigns were performing surprisingly well- above average for such broad targets. This could easily lead a user to think the campaigns didn't need higher spend or more optimization.
The Ads Team decided to go further and investigate the cause behind such good performance, and they found it: branded search terms were leaking into non-branded campaigns.
Many non-branded broad-match keywords were capturing clicks for the brand's own name and its specific product variations, which were high-intent and had greater conversions.
Having these two types of search terms in the same campaign creates misleading data. Because branded terms convert at a much higher rate, you can't see the true cost of reaching new customers.
Isolating search terms for specific campaigns
To prevent targeting of branded terms in campaigns not built for them, the team implemented a strict process across the entire account.
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Expanded Negative Keyword Lists: Added the brand name as a negative keyword across all non-branded campaigns to stop the misleads and force the algorithm to find truly new traffic.
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Added Brand Misspellings: Analysis revealed significant traffic coming from brand misspellings. We identified these variations and added them to the same negative lists to ensure 100% clean data attribution.
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Performed Strategic Segmentation: By bucketizing traffic, we isolated the branded terms into their own high-efficiency campaigns, allowing us to focus the non-branded budget exclusively on keywords that drove new growth.
Solid Scaling of Ad Performance
With the confusion between branded and non-branded performance resolved, the team could identify exactly which keywords had a positive Return on Investment (ROI) for new customer acquisition and increased bidding accordingly.
Data from the brand's AdLabs account:
The result was a significant lift in total volume and market share within the supplement category:
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46.7% increase in total account sales
- 259.1% increase in non-branded search term sales
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226.3% increase in non-branded spend (enabled by data clarity)
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10.6% Ad ACoS maintained for the branded campaigns
Final Thoughts
This case proves that good performance can hide opportunities. For the brand, the issue was a lack of clarity.
Without grouping keyword types into campaigns, scaling would have been a gamble.
This deep knowledge of what search terms are working and how to bid on them, is what ultimately allowed the brand to more than double its ad spend while maintaining a profitable ACoS.
All of this started by having clear data.
What's next
The BellaVix Team was able to scale the brand's presence on the Amazon Marketplace through successful ad campaigns and the organic improvements that followed.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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