Top-of-Search Focus and Video Cut CPCs While Scaling Profitable Growth

​OVERVIEW​

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Natural Force was struggling to scale profitably on Amazon due to rising competition and inefficient ad spend. Channel Key identified that much of the budget was not aligned with high-performing keywords and placements. By refining the advertising strategy and implementing a targeted promotion cadence, Channel Key partnered with Natural Force to focus investment where it mattered most and protect profitability.
 

APPROACH

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• Move Spend to Top-of-Search Placements
  Shifted 95% of core-term spend to Top-of-Search, driving a consistent impression share above 30% in the placements that mattered most.
   

• Introduce Engaging Video Content on Select Terms
  Achieved a 41% lower CPC than standard Sponsored Products by testing video creative on the highest-competition keywords.
   

• Implement a Targeted Subscribe & Save Cadence
  Lifted conversion rates and grew the recurring customer base by timing coupons to critical moments in the shopper journey.
   

CONCLUSION

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Channel Key helped Natural Force shift spend toward its highest-value placements and reduce reliance on expensive, competitive terms. Core-term CPCs that averaged $7.15 in Sponsored Products fell sharply once video was introduced on select terms. Integrating coupons at critical moments in the shopper journey improved subscription count by 91.3% year over year, building a more efficient, profitable, and durable growth engine on Amazon.