How we cut Kanzy's Waterfall campaign ACoS from 20% to 13.42%
An Amazon PPC efficiency improvement on Kanzy Hair & Beauty's Waterfall campaign, backed by Amazon Ads Campaign Manager data.
Client: Kanzy Hair & Beauty · Beauty and personal care · Campaign: Waterfall
ACoS after optimization
ACoS reduction (from 20%)
Cost per click held
Lower ACoS, relative
Background
The story
Kanzy Hair & Beauty is a beauty and personal care brand on Amazon. On its Waterfall campaign, advertising was running at a 20% ACoS. After we took over management and optimized the campaign, ACoS came down to 13.42% while cost per click stayed efficient at $0.22.
Our approach
- Tightened targeting and added negative keywords to cut spend on low-intent traffic
- Reallocated budget toward the search terms and placements that converted
- Managed bids to protect efficiency while keeping cost per click low
- Reviewed performance regularly and adjusted to hold the lower ACoS
Before and after
Waterfall campaign efficiency
ACoS dropped while cost per click stayed low. Each period is shown with its real date range.
ACoS
- Ad spend: $55,185.48
- Sales: $275,927.41
ACoS
- Ad spend: $33,200.71
- Sales: $247,331.87
- CPC: $0.22
Note on the figures: the two views cover different length periods (a 2023 reference point versus a multi-month optimized window), so we compare efficiency metrics like ACoS and CPC rather than total spend or sales.
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