Ollie operates in one of Amazon’s most competitive categories - rising CPCs, aggressive legacy brands, and mounting pressure on profitability. Learn how Envision Horizons delivered efficient, defensible growth using a 5-Lever Framework.
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Ollie operates in a mature and highly competitive Amazon pet category characterized by rising CPCs, aggressive legacy brand and private-label competition, and increasing pressure on advertising efficiency — all factors limiting profitability.
While the brand continued to see strong consumer demand, sustaining growth required a more sophisticated approach to account structure, spend allocation, and performance measurement.
Rather than reacting to rising costs, Ollie proactively sought to future-proof performance by protecting branded demand, improving efficiency, and ensuring growth remained profitable as the category became more crowded.
Year-over-year performance.
Envision Horizons developed a strategy centered on efficient, defensible growth — executed across five coordinated levers.
Transitioned from mixed ad group structures to ASIN-level campaigns, then organized thematically by product use case, flavors, benefits, dog sizes, and unique selling propositions (e.g., single-ingredient treats) to ensure fair visibility and performance-based optimization
Moved beyond strict exact/phrase match targeting to introduce broad and broad match modifier campaigns, capturing wider audience reach while maintaining aggressive negative keyword hygiene to control costs and improve CPCs.
Strengthened defensive campaigns on branded keywords and product detail pages to protect demand and drive basket expansion, while strategically navigating brand overlap challenges to avoid unnecessary overbidding.
Introduced multi-pack ASINs into competitive keyword campaigns to increase revenue per order, offsetting higher CPCs with larger cart values while maintaining ACOS efficiency.
Analyzed total sales share per product line and reallocated budgets from underperforming supplement lines to high converting categories, while launching high-priority single-keyword campaigns to aggressively push organic ranking for top-converting terms
See the complete breakdown - the 5-Lever Framework, the full performance data, and the specific tactics that drove results for Ollie.
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