By running a "cast and trigger" full-funnel strategy that lifted Beco's impression share by 330% and conversion rate by 30% within 11 months.

Key Insights

440% increase in sales

517% growth in ad-attributed revenue

330% improvement in impression share

Solution Used

Amazon DSP | Amazon Marketing Cloud (Audiences and Insights) | Amazon Marketing Stream | AI Creative Studio | Amazon Image Generator | Amazon Brand Analytics | Sponsored Products | Sponsored Brands | Sponsored Brands Video | Sponsored Display | Sponsored TV | Streaming TV | Brand Store | Rapid Retail Analytics

Intro and Problem Statement

Beco builds good-for-the-environment home products. In 2024, the brand launched organic home cleaners, entering one of the hardest search environments on Amazon.

Search behaviour in the category was hyper-consolidated. 85% of sales came from just 8 keywords. Around 38% of those searches were branded, because a handful of legacy names had become synonymous with the product itself.

That made visibility expensive. Beco's CPC ran 500% above the marketplace average. Raising bids did not solve it, because customers arrived with a pre-decided brand in mind and bought it.

The diagnosis sat in the click data. Beco's conversion rate matched the category at 23% to 25%, but click-through rate sat near 0.15%. Branded searches were almost non-existent. The brand converted the demand it reached. It simply was not in the consideration set, so the funnel never expanded.

You have seen this if you sell in a category where two or three names do all the searching for you. Your product wins on the detail page. Your problem is that nobody looks for it.

Beco partnered with Atom11 on three objectives: improve brand search frequency rank by 90%, grow clicks and glance views by 300%, and grow sales by 400%.

Approach

Atom11 developed a "cast and trigger" strategy. Cast meant widening the customer base. Trigger meant activating the next action in the funnel, using Amazon Marketing Cloud.

1. Cast with Amazon DSP. We targeted in-market and lifestyle audiences across the wider Home category rather than fighting for 8 contested keywords. Eight creatives and formats were tested to build a brand narrative. DSP CTR reached 0.35% against a 0.2% benchmark, and GIF creatives outperformed stills by 2X.

2. Trigger with AMC Bid Boost. Customers who saw a DSP ad were moved into consideration through AMC bid boost on Sponsored Brands and Sponsored Brands video. We ran a customer study to map real situations in the household, then built a video strategy on relatable moments. One film shows a mother-in-law insisting only harsh chemicals clean clothes properly, until Beco's panda mascot arrives to make the case for natural liquid detergents. Panda videos lifted Sponsored Brands CTR by 100%.

3. Convert with lower funnel ads. Sponsored Products captured high search volume terms. Product targeting campaigns went after competitor ASINs. AMC bid boost re-engaged anyone who had seen at least one Sponsored Brands ad. Brand Store landed the customer in a bespoke brand experience rather than a single listing.

Budget paced to the demand cycle. During the low-traffic monsoon months, spend built the narrative through Sponsored Brands and video. Through the Diwali peak, upper funnel spend scaled to cover the full journey. Post-peak, the cast and trigger motion continued because the growth held.

Three insights shaped the plan. Hyper-consolidated, brand-led search argued for widening reach instead of bidding harder. A lifetime value 40% above average order value meant a lost customer returns next cycle, so retargeting was worth funding. Stream data showed 40% of monthly sales landed in the first 7 days, which set the 60% spend frontload.

Results

Beco exceeded every objective.

• Sales grew 440%, against a 400% target

• Ad-attributed revenue grew 517%

• Brand search frequency rank improved 95%, against a 90% target

• Impression share in the cleaners category improved 330%, moving from 1.7% to 7.3%

• Share of voice improved 185%, moving from 3.4% to 10%

• Conversion rate lifted 30%, from 23.45% to 30.49%, running 20% above benchmark

The click-through rate problem was the brand problem. Solving one solved the other.

Your Takeaways

If your category is owned by legacy names, three checks are worth running.

1. Compare your CTR to your conversion rate. If you convert well and nobody clicks, you have a consideration problem, not a bidding problem. Raising bids on the same keywords will only raise your CPC.

2. Count how many keywords carry your category. When a handful of terms own the sales, your growth lives outside search. Amazon DSP and product targeting are where you widen your net.

3. Check your LTV against your AOV. If your repeat value is high, a customer you lose today is a customer you can win next cycle. That makes your retargeting an investment rather than a rescue.

4. Look at when your sales land in the month. If your buyers cluster around payday, your flat daily budget is working against you.

Want to see where your funnel drops off? Atom11's software pulls your full-funnel data together and cuts analysis time by over 93%. Book a demo.