Overview
Hallmark Flowers offers bouquets, succulents and plant containers. Its products see increased demand around occasions such as Valentine’s Day, Mother’s Day and Christmas. The supplied case study describes Amazon advertising work aimed at increasing seasonal sales efficiently in a competitive market while working around a preferred monthly budget of $2,500.
The historical source credits Adorbix after a brand-name edit; the original agency attribution should be confirmed before publication.
The Challenge
Seasonal flower-related search terms had high competition, with bids cited at $2–$15. In 2021, three manual and three automatic campaigns were created, but the short three-week test periods limited optimization data. The source reports an average ACoS of 25%, advertising spend of $5,717.03 across three months and attributed sales of about $23,068. The client preferred a monthly advertising budget around $2,500.
Our Strategy
- Seasonal listing presentation: Recommend customized tags and images for occasions, plus variations to expand product selection and cross-selling opportunities.
- Campaign testing: A/B test manual and automatic targeting and prioritize campaigns delivering efficient conversions.
- Search-term refinement: Add negative keywords continuously and avoid bidding aggressively on costly seasonal terms.
- Bid and budget management: Use a down-only bidding approach, favor efficient generic keywords, and redistribute budget to the best-performing ASINs based on sales and ACoS.
- Automatic campaign optimization: Use dynamic bidding where performance supports lower ACoS.
Results
According to the supplied case study, Amazon advertising-attributed sales on top-selling products rose approximately 125% in 2022 compared with 2021. Average peak-season ACoS decreased from 25% to 14%. The source gives approximately $7,500 in advertising spend across three months in 2022. The February, April and May table lists 2021 ad sales totaling $23,070.50 and 2022 ad sales totaling $52,042.29, which is approximately 125.6% higher. These are advertising-attributed sales, not total brand revenue. Source figures and agency attribution require confirmation before public publication.
Results at a glance
Key Takeaways
- Seasonal listing customization can align product presentation with gifting occasions.
- Combining automatic and manual campaigns with negative-keyword refinement helped manage expensive seasonal traffic.
- Reallocation toward high-performing ASINs supported efficiency within the budget constraint.
- The source reports stronger ad-attributed sales and lower peak-season ACoS in the 2022 comparison.
