Case Study

Deer Stags

Men’s shoe brand Deer Stags wanted to increase their Amazon sales while simultaneously lowering their ACoS.

Amazon Advertising




Decreased ACoS while increasing sales

Ad Sales


Increased ad sales while decreasing spend

Ad Spend


Decreased ad spend while increasing ad sales

The Problem

Deer Stags had structured their ad account around broad keywords, which lowered their conversion rate and prevented their products from appearing for relevant search terms.

The Solution

We sought out to restructure Deer Stags’ ad campaigns to eliminate overlap between keywords and allow products to appear in the appropriate search results.

Action Items

After implementing these strategies, we were able to increase our conversion rate by 35% in just two months.

On the day we launched these campaigns, sales increased and ACoS decreased nearly instantly because our products were getting into the hands of people who were searching for them.

Restructured Campaigns

We sought to implement overlap within and across campaigns. To address this, we broke these out and optimized each keyword with the product that related most closely.

Implemented Search Term Isolation

By negating keywords that weren’t converting and isolating keywords that had a high conversion rate, we were able to highlight relevant products and place them on SERPs.



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