At a glance
| Measure | Before | After |
|---|---|---|
| ACoS | 95% | 35% |
| Cost per order (CPA) | $63 | $25 |
| Conversion rate | 2.8% | 9.9% |
| Sales | $263 | $4.5k |
| Time | 3 weeks |
The situation
The brand sold a mattress protector on Amazon. Ads were running and clicks were coming in, but almost nothing sold. At 95% ACoS, nearly every dollar of sales went straight back to Amazon in ad cost. Orders that did arrive sometimes came back as refunds.
What we would look at first
When clicks arrive but orders do not, the ads are rarely the first problem. The listing is. Here, the main image was the clue. It showed a mattress, not a protector. Shoppers searching for a protector saw a mattress, and shoppers who bought it expecting something else returned it.
What changed
- New main image. It now shows a clear product box and the word "protector", so a shopper knows what they are buying in one glance.
- Title fixed. The title was fixed to match the product.
- Full price, no coupons. The brand stopped discounting to cover a weak listing.
- Ads rebuilt around three kinds of targets: focused keywords, category terms, and listings of higher-priced competitors.
The result
Within three weeks, ACoS fell from 95% to 35%, cost per order from $63 to $25, and conversion from 2.8% to 9.9%. Sales rose from $263 to $4.5k. Between 60% and 70% of sales came from just two ad setups: category keywords and the higher-priced competitor listings.
What this means for you
If your clicks are not turning into orders, do not raise the budget. Look at what a shopper sees in the first second: the main image and the title. Fix those, then spend. The same ad money works harder on a listing that says clearly what it sells.
What we do with this at GrowthX20
This is the first step of our free account review. We check the main image, title and conversion rate before we touch your bids, because fixing the listing is the cheapest way to lower ACoS.