Betterled achieves 23% improvement in Amazon ads while optimizing internal processes with Atom11

About Betterled Consulting

Betterled Consulting (now Symtry Partners) is a full-service Amazon agency based in Indiana, USA, specializing in launching new brands and scaling existing ones from five and six figures to seven figures. With 10+ years of cumulative Amazon expertise, this young agency created customized playbooks to help sellers achieve their goals while meeting key client KPIs.

Fun Fact: David Ledbetter, CEO of Betterled Consulting, isn’t just an Amazon expert—he’s also a professional baseball player and financial expert.

The Challenge

As Betterled Consulting expanded, managing their growing client base became increasingly complex. As a full service agency, they had well-defined SOPs for granular and strategic management of advertising, inventory, and listings, but manual implementation became inefficient at scale.

Their reliance on Amazon’s Ad Console and Seller Central presented many challenges:

Limited Advertising Automation: Ability to manage bids and budgets at different campaign level, with high level of flexibility. 

Inefficient Performance Measurement: Tracking multiple KPIs daily slowed decision making.

Disjoined Dashboards: Ad performance and retail data remained separate, preventing a holistic view of overall business. 

To maintain their high service standards and optimize client KPIs, the team needed a scalable and intelligent solution.

The Solution

Betterled Consulting leveraged Atom11 to enhance performance, save capacity, and optimize their tech stack. Here’s how:

1. Performance-Based Automation 

Betterled used Atom11’s rule-based automation strategies to improve Amazon PPC performance by tailoring advertising playbooks to individual seller needs. It considered factors like ASIN count, launch frequency, and ACoS/TACoS targets. The approach included:

• Customized Bid Optimization

• Keyword Harvesting and Negation

• Budget Optimization

For example:

• Sellers with a large ASIN catalog benefitted from differentiated campaign rules based on ASIN importance and profit margins.

• Clients with frequent product launches automated ad creation and optimization, saving substantial time and effort.

2. Time-Based Automation

Betterled implemented Atom11’s strategic dayparting framework for select clients, improving their ACoS by a whopping 23%. 

Read Atom11’s Dayparting Framework for Amazon PPC here. 

3. Audit and Optimization Tool

Atom11’s audit tools analyzed spend, performance, and placement data across campaigns, streamlining internal and potential client audits. This led to:

• Flagging unadvertised ASINs in a 500+ ASIN account, enabling targeted adjustments. 

• Optimising spend distribution in a 1000+ ASINs account, reducing ACoS by 20%.

• Leveraging Atom11’s free Ads Audit Calculator to uncover hidden opportunities for potential clients.

4. Retail-Aware Automation

For sellers experiencing frequent stockouts, Betterled used Atom11’s Inventory Optimizer to automatically pause and resume Amazon ads based on inventory levels. This reduced stockouts and maintained ad performance.

5. Reporting Automation

Manual client reporting is time consuming for agencies. Atom11’s customizable reporting tools allowed Betterled to automate client reporting entirely, saving up to 4 hours per week per account on reporting alone. 

The Results

1. Performance Improvements

With Atom11, Betterled significantly improved performance across managed accounts: 

• 65% of managed accounts saw ACOS/performance improvements within three months. 

• 70% of accounts experienced overall sales growth. 

• Three of these accounts achieved over 100% sales growth within 3 months.

• For Logo Brands, total sales increased by 159% while maintaining ACoS and TACoS.

• For Kemp USA, sales grew by 139%, and ACoS improved by 42%.

2. Increase in Efficiency

Through automation of key processes, the Betterled team was able to save up to 12 hours per week per account manager. The efficient boost allowed each manager to manage 15% more accounts, freeing up time for strategic initiatives. 

3. Optimized Tech Stack

Previously, Betterled relied on six different tools for ad management, reporting, and analytics. Atom11 consolidated these functions, reducing software redundancies and cutting costs by 50%.

A Transformative Partnership

By partnering with Atom11, Betterled Consulting turned operational challenges into growth opportunities, driving consistent success across their portfolio while maintaining their reputation for excellence. 

Their success in scaling and optimizing processes while maintaining exceptional client service underscores the power of smart ad automation.

What Betterled says about Atom11:

David Ledbetter, CEO, Betterled Consulting:

“Atom11 has been great for us. Not only as a tool, it has helped us automate and streamline processes, but our partnership with Neha and her team has been a game changer in how we have worked with our clients. When we purchased Atom11 for Betterled, we were positively surprised by their holistic support, timely updates and responsiveness to our feedback. I can confidently say our experience with Atom11 has far exceeded our expectations and we’re excited to maintain our partnership and continue to see their successful growth”

John Churchill, PPC Specialist, Betterled Consulting:

With Atom11, I am able to focus on strategic aspects of account management. And not just that, even when I have a strategy - I am able to take bulk actions in a few clicks. For me, it has been important to grow from tactical account management to driving rich conversations with my clients and being their extended arm. 

Are you looking for a software partner to streamline ad operations and reporting? Get in touch with us.