Popular Cooking Supply Brand Maximizes Its Revenue

High Stakes. Higher Return.

Cooking Gift Set Co. tapped Go Fish to optimize Amazon performance ahead of peak holiday season—cutting wasted spend, boosting conversion rates, and turning Q4 into a revenue-driving success.

Cooking Gift Set sells cooking kits designed for gifting, with a wide selection of cooking kits specially themed with a specific dish in mind. Customers not only receive quality cookware, but also delicious recipes they can make at home.

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the challenge

When Q4 is everything

With most of Cooking Gift Set Co.’s ad budget concentrated in Q4, peak season performance was everything. The challenge: reach high-intent Amazon shoppers during the most competitive time of year and drive meaningful YoY revenue growth. They partnered with Go Fish to test new strategies, optimize spend, and fine-tune a campaign mix focused on Sponsored Products and mid-to-lower funnel targeting.

Services

Paid Search Ads

The holiday season is always the most crucial to our business. Go Fish really understood the unique needs of our company and was able to set the groundwork early, setting us up to get the maximum performance out of our organic search and paid search campaigns when we needed them the most.

Cooking Gift Set Representative

solution

Tis the season for keyword targeting

The Go Fish team devised a savvy keyword strategy to ensure the brand’s ads appeared in all relevant search terms. We conducted competitive and categorical research while testing across Amazon to determine which keywords we wanted to push.

Cooking Gift Set trusted Go Fish to take over their campaign management. This resulted in launching automatic campaigns that allowed Amazon to match our ads to specific shopping queries and products, focusing on one product per ad group.

Through the structure of these campaigns, our team was able to access a deeply granular level of reporting and visibility that showed us exactly how search terms related to products and where the traffic and interactions were coming from.

Our team analyzed the data to learn which terms drive the best performance. This led to a highly successful Q4, as we harvested all the top converting terms for each product into a separate campaign with their own budget, giving us more control over efficiency and scale.

results

The gifts that

Exceeding imperative Q4 goalskeep on giving

56%

Increase in overall Amazon revenue.

Optimized campaigns turned Q4 into their most profitable season yet.

56%

Increase in ad revenue.

Smarter targeting and spend strategy made every ad dollar go further.

53%

Improvement in Amazon ACoS.

Less waste, more efficiency – performance that scaled without overspending.

Additionally, we employed product targeting, which allows advertisers to target categories, brands, and individual Amazon Standard Identification Numbers (ASINs). Through this product targeting method, we expanded our reach and targeted our competitors’ customers on their product detail pages (PDPs).

We knew from our past year’s data that individual ASIN targets produced strong conversion rates, which led us to allocate more spend behind this strategy. While we had focused on targeting similar ASINs that were nearly identical to the client’s products, data from our automatic campaigns suggested we would also likely see strong conversions from products in similar categories with a looser match.

In October, we tested expanded product targeting for substitutes and loose-match ASINs, which allowed us to target preferred products and reach related products. The strategy broadened our reach and expanded our visibility and traffic, better-engaging buyers throughout their shopping journey.

Through this approach, we were also able to develop a defensive strategy that targeted our own ASINs, allowing our products to show up in multiple placements across our PDPs. This tactic proved highly successful in increasing sales at an efficient ACoS.

A few more stocking stuffers.

The Go Fish team also found success with a bid-by-placement strategy. The team would bid aggressively for top-of-search placement within the SERPs, a premium ad spot, to help increase awareness and above-the-fold visibility.

The Results

28% decrease in ad spend.
59% increase in conversions.
56% increase in revenue.

*Dec YoY results.

We Made the Season Bright

Overall, by testing new strategies in Q1, Q2, and Q3, we were able to build toward a successful (plus merry and bright) Q4. This allowed us to identify the right campaign mix and investment plan that focused on mid-to-lower funnel tactics. The plan resulted in unprecedented growth for Cooking Gift Set while surpassing efficiency goals.

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