Rebuilding Advertising Efficiency & Margin Structure for a US Art & Craft Brand

The Background

In August 2025, a US-based Art & Craft brand partnered with Eleantz to restructure its Amazon marketing ecosystem.

The brand had strong seasonal demand and category relevance. However, advertising inefficiencies were impacting profitability.

Despite consistent spend, the return structure was unsustainable.

The mandate was clear:

Improve efficiency. Protect margin. Build scalable growth.

The Challenge

Before engagement:

  • ACOS levels were as high as 80–90%
  • TACOS was significantly impacting total revenue margin
  • Campaigns were poorly segmented
  • High overlap between keywords
  • Limited negative keyword control
  • Outdated PDP content across multiple SKUs
  • Seasonal inventory mismatches affecting ad strategy

Revenue was being driven.

Profitability was not.

Our Strategic Intervention

1️ Full Campaign Architecture Rebuild

We redesigned the advertising structure from the ground up:

  • Match-type segmentation
  • Search term isolation
  • Waste elimination framework
  • Placement-based bid strategy
  • SKU-level profitability tracking
  • Budget alignment with seasonality

Instead of pushing volume, we focused on controlled efficiency.

2️ ACOS & TACOS Efficiency Model

We introduced a structured performance model:

  • Weekly search term harvesting
  • Aggressive negative keyword strategy
  • Placement multipliers based on conversion
  • SKU contribution margin analysis
  • Gradual scale after efficiency benchmarks

Advertising became disciplined — not reactive.

3️ Conversion & PDP Optimization

Marketing efficiency cannot improve without conversion strength.

We executed:

  • 110 listing content upgrades
  • 150 image refreshes
  • 45 A++ pages delivered
  • 3 Brand Stores built
  • 50+ variation restructures

This strengthened:

  • Click-through rates
  • Conversion rates
  • Average order value
  • Cross-SKU discovery

Better PDP = Better ad efficiency.

The Results

📉 ACOS Improvement

91% → 33%

(-63%)

📉 TACOS Reduction

23% → 6%

(-74%)

Despite inventory constraints and reduced ad spend, advertising performance became dramatically healthier.

The brand moved from aggressive spend to intelligent profitability.

Strategic Impact

  • Stronger advertising control
  • Improved margin structure
  • Better seasonal planning
  • Higher PDP conversion strength
  • Scalable campaign foundation

The brand is now positioned to scale sustainably — without compromising profitability.

The Eleantz Approach

In competitive Art & Craft categories, growth without efficiency is risky.

We don’t just drive traffic.

We engineer profitability.

Collaborate. Accelerate. Elevate.