In 2019, this small personalized pencil business found itself at a crossroads. Their Amazon advertising was costing far more than it was delivering, with ACoS consistently hovering between 60–75%. Campaigns were scattered and disorganized, making it nearly impossible for the brand to understand what was working—or why so much spend was being wasted.
Despite a strong product and clear demand during key seasons like back-to-school, their advertising structure held them back. They needed a way to bring order to the chaos, regain control of efficiency, and create a foundation for long-term, profitable growth.
The Sellozo Approach
Sellozo began by untangling and rebuilding the brand's campaign architecture from the ground up. Sponsored Products Auto campaigns were linked directly to Manual campaigns using Campaign Studio, turning once-disconnected efforts into a structured keyword funnel that passed high-performing terms exactly where they belonged.
Keyword targeting was cleaned up and reorganized—products were grouped more logically, long-tail keywords were introduced to improve precision, and discovery campaigns helped surface new conversion opportunities. From there, we expanded their reach beyond Sponsored Products by introducing Sponsored Brands, Sponsored Brands Video, and well-timed defensive campaigns to protect their presence in search.
Because the brand's sales peak during the school shopping season, we also built out seasonal ranking campaigns and refreshed branding to broaden appeal. These combined efforts brought clarity, consistency, and momentum to a formerly chaotic advertising system.
