In November 2024, our main focus was optimizing our ad strategy ahead of Black Friday and Cyber Monday (BFCM) to maximize sales while keeping ACoS under control. We started by cutting spend on irrelevant search terms and high ACoS targets to free up the budget for high-potential keywords. At the same time, we gradually increased bids on campaigns with low impressions to give them more visibility and a better chance of converting. To make our ads more engaging, we ran Sponsored Brands ad testing with lifestyle images, aiming to improve click-through rates.

Since BFCM is one of the biggest shopping events of the year, we needed to be strategic. We focused on converting relevant and long-tail keywords, which typically have lower competition and higher conversion rates. Additionally, we reviewed Search Term Reports (STR) and launched unique campaigns for top-selling products, ensuring that our best performers got the visibility they needed. We also ran brand-tailored promotions, tracked organic rankings, and cut non-performing targets to improve overall efficiency.

In December 2024, we built on the momentum from BFCM and focused on sustaining strong sales while refining our ad strategy. Since some products gained traction during BFCM, we reviewed STR to identify which ones had the most potential for continued growth and launched targeted campaigns accordingly. We also continued bid optimization by increasing bids on campaigns with low impressions and refining keyword strategies to maximize conversions.

To further improve performance, we optimized organic rankings for top-converting terms. Strong organic rankings reduce the need for aggressive ad spend, which helps keep ACoS in check. Additionally, we cut spend on irrelevant and high ACoS targets to reallocate the budget to high-performing keywords. Brand-tailored promotions, organic rank tracking, and continuous campaign reviews ensured we stayed on track with our sales and ACoS targets.

By January 2025, we shifted gears to capitalize on post-holiday shopping trends and maintain the growth we had built in the previous months. One of the biggest additions this month was setting up coupons, which encouraged conversions by giving customers an extra incentive to buy. We also continued increasing bids on low-impression campaigns, ensuring they gained more visibility, and ran additional SB ad testing with lifestyle images to further improve click-through rates.

Organic ranking optimization remained a priority, as stronger search visibility means we don’t have to rely as heavily on paid ads. As in previous months, we cut non-performing targets and increased focus on high-performing ones to improve efficiency and profitability. These strategies paid off, and by the end of January, we had successfully reached 96% of our sales target while keeping ACoS under control.

This success in recent months has been the culmination of a year of hard work and strategic growth. Over the past 12 months, we have steadily scaled the business, achieving a 50% year-over-year increase in sales. What once ranged between €45,000-€50,000 in monthly sales has now consistently surpassed €70,000+ for the last five months. January marked a record-breaking month at €76,000, a testament to the optimizations and strategies we have put in place.