How we set up Sponsored Products for a food gift box brand going into the holiday rush - one campaign group per hero product, small daily budgets, and fast cuts on anything that didn't sell. Every live campaign returned 6x or more.
Oney.Studio · Performance MarketingA long-established brand selling curated food gift boxes - the kind people order for family, friends and colleagues before the holidays. Quiet for most of the year, then a short and very busy season when a large share of annual sales happens.
The brand needed Amazon Ads live and profitable for a handful of hero gift boxes in a few weeks, on small daily budgets, while every competing gift brand bid on the same broad searches. A campaign that took a month to find its feet would miss most of the season.
Gift buyers on Amazon decide fast and search broadly. The setup was built to learn quickly, keep money on proven products, and stop spend on anything that wasn't selling.
Each gift box got its own campaigns and its own daily budget instead of sharing one pot. A bestseller couldn't starve a newer box, and we could see exactly which product was earning.
16 campaigns, 5 productsEvery product launched with automatic targeting to find how people actually search for gifts, plus manual exact, phrase and product-targeting campaigns to test specific keywords and competitor pages.
Launched in one weekOn the main gift box, exact-match keywords caught the buyers who already knew what they wanted. It became the strongest campaign in the account, with ACoS under 6%.
16.9x ROASManual campaigns that didn't pick up traffic were paused early, along with a side product that didn't fit gift intent. A catch-all gift box campaign was added mid-season to cover the rest of the range.
10 paused, 6 keptThese are the campaigns that stayed live through the season. Product names are hidden under NDA - each card is one Sponsored Products campaign with its own budget.
The account ran across the holiday season on small budgets, with every live campaign above 6x ROAS. Overall, each dollar of ad spend brought back over $9 in Amazon sales.
ROAS by live campaign, left to right: hero gift box exact (16.9x), hero gift box auto (10.2x), sampler box auto (9.7x), gift box B auto (9.0x), signature gift box auto (7.8x), gift box range auto (6.1x). Sponsored Products, Amazon attribution. Account total: 9.2x ROAS, 10.9% ACoS, 174 orders from 2,158 clicks.
Daily budgets per campaign stayed small. The results came from structure and quick decisions, not from outspending other gift brands.
With one campaign group per gift box, the brand could see which products earn on Amazon and which don't - useful well beyond ads, for stock and pricing.
The winning campaigns, keywords and budgets are already known. Next holiday season starts from a proven setup instead of another test.
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