Turning comparison shoppers into buyers in 12 weeks
Kiyoda sells fast charging cables and compact adapters in a noisy aisle. Clicks were cheap and commitment was weak. We organized the catalog, clarified compatibility, and rebuilt PPC around clear intent so shoppers landed on the exact option they wanted.
Brand Snapshot.
Industry: Cell Phones and Accessories
Headquarters: San Diego, California USA
Catalog: 5 parent ASINs and 34 child variations across cable length, color, and connector type
Price point: Average selling price 9 to 24 USD with two and three pack bundles
Channel mix: Amazon primary, retail secondary
Story in short: Shoppers could not find the exact fit fast enough. Ads mixed intents. Variations were off, so reviews and rank were split across lookalikes. The Store sent traffic to generic pages and value messaging was not obvious.
What we walked into.
- Budget concentrated in auto and broad with thin control
- Parent child links misaligned which fractured reviews and rank
- Search terms blended iPhone and Android which lowered relevance
- Detail pages did not surface compatibility, speed, and pack savings
- Reporting blurred branded and non branded demand
What success would look like
- Campaigns aligned to clear use cases and device families
- Variations repaired so all options sit under one parent
- Creatives that name fit, speed, and value in plain language
- ACoS within target while revenue and ATC trend up
How Maple made it stick.
Sort and simplify
We grouped campaigns by connector and use case. Exact covered proven queries, phrase explored close variants, and broad was limited to discovery. Negative lists trimmed waste. Variation families were rebuilt and attributes corrected so size and color selections were obvious.
Match message to intent
Headlines and images called out device fit, cable length, and charging speed. Sponsored Brands video showed plug in, fast charge, done. Ad links deep linked to the right variation and to a bundle page that made value clear in seconds.
Expand and protect
We opened fresh clusters like travel kits and desk setups, lifted placement where margin allowed, and defended branded terms. Dayparting favored commute and evening windows when conversion was stronger.
Moves we made.
Ads
- Campaign sets by Lightning, USB C, and multi pack use cases
- Weekly negative sweeps to shut off low intent queries
- Bids tied to break even and target bands for each ASIN
Creatives
- SB video with five word promise plus fit icons on screen
- Image sequence that shows length choices and savings at a glance
- Headlines that call the device family and scenario
Listings and A plus
- Titles and bullets rewritten to lead with speed and compatibility
- A plus pared back to proof, compare, and warranty clarity
- Backend terms mapped to fit language and frequent misspellings
Storefront
- Entry tiles by device type with quick helper text
- Bundle page with two and three packs and clear per unit savings
Catalog and ops
- Parents rebuilt with correct attributes and browse nodes
- Evidence backed tickets to merge duplicates and restore suppressed ASINs
Analytics
- Dashboard views for intent clusters, ACoS, TACoS, and cohorts
- Weekly Loom with wins, problems, and the next three actions
Impact that matters.
First two weeks
- Waste trimmed by 18 percent
- CTR up 9 percent on Sponsored Products
- Two broken families repaired and live
Weeks three to six
- ACoS steady near 23 percent while revenue climbed
- CTR up 28 percent on SB video and refreshed images
- Add to cart rate up 12 percent on bundle entry
Weeks seven to twelve
- CTR up 44 percent over baseline
- Wasted spend down 28 percent
- Revenue up 31 percent with TACoS down 2.4 points
❝ We wanted less theory and more action. Maple shipped fixes every week and the numbers moved. Simple as that. ❞
What we brought to the table.
- PPC management
- Catalog and account operations
- Listings and A plus content
- Brand Store and Creatives
- Reporting and analytics
Tools used: Amazon Ads console, Brand Analytics, Helium 10, Looker Studio
Markets: United States
From then to now.
Before
- Spend heavy in auto with little control
- Variations fractured reviews and rank
- Ads sent traffic to generic pages
- Messaging named features and not value
After
- Intent led structure with budget on winners
- Variations clean and easy to choose
- Ads land on the exact option or bundle
- Copy and visuals that sell fit and speed
Your move
If this sounds like the shift you want, we should talk. Start with a free audit and we will show quick wins and a 90 day plan. The sooner we start, the sooner your growth starts to stick.
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