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AlphaSpikes elevated Dove's Amazon performance through precision PPC and strategic marketplace optimization

Personal Care · Seller Central · 90-day engagement · 2025

SCOPE OF SERVICES

What we delivered

  • Comprehensive PPC Audit & Campaign Rebuild
  • Full-Funnel Sponsored Ads Strategy (SP, SB, SD, Video)
  • Keyword Intelligence & Competitive Targeting
  • Product Listing Enhancements
  • A/B Testing & Conversion Rate Optimization
  • Analytics & Performance Reporting
OBJECTIVES

The mandate

  • Reduce Advertising Cost of Sales (ACOS)
  • Increase Return on Ad Spend (ROAS)
  • Improve visibility for core SKUs and new product launches
  • Capture branded traffic and defend against competitors
  • Optimize media mix (Sponsored Products, Brands, Display, and Video)
BACKGROUND

As a globally trusted personal care brand, Dove dominates traditional retail and DTC — but on Amazon's algorithm-driven marketplace, it lacked the strategic depth to maintain category leadership. Dove partnered with AlphaSpikes to restructure advertising operations, eliminate wasted spend, and accelerate revenue with a data-first PPC strategy.

CHALLENGES IDENTIFIED

Where the leaks were

01

High ACOS due to overlapping campaigns
and keyword cannibalization

02

Underutilization of Sponsored Brand and
Sponsored Display ads

03

Limited campaign segmentation (branded
vs. non-branded)

04

Lack of strategic competitor ASIN
targeting

05

Weak optimization for mobile-first
shoppers

ALPHASPIKES SOLUTION FRAMEWORK

Five plays. One compounding
 engine

01

Strategic Campaign Restructure

A complete rebuild of Dove's advertising architecture — segmented by category and intent, separating branded, generic and competitor keywords, with exact-match prioritization and negative keyword sculpting.

RESULT
  • Clearer budget allocation and improved campaign control
  • 34% reduction in ACOS within the first 45 days

02

Precision Keyword Targeting & Bid Automation

Amazon Brand Analytics plus proprietary keyword tools surfaced high-converting, low-competition terms. Dynamic bid rules and dayparting put Dove's ads in front of shoppers at the right moment.

RESULT
  • 58% increase in ad-attributed sales
  • Average CPC reduced by 22%

03

Sponsored Brand & Video Activation

Custom Sponsored Brand creatives and Sponsored Brand Video campaigns spotlighted Dove's hero SKUs — body washes and beauty bars — to lift CTR while reinforcing brand positioning.

RESULT
  • Video CTR: 1.4% (2.3× industry benchmark)
  • 3.5× increase in branded keyword conversions

04

Competitor Targeting & Retargeting via Sponsored Display

Aggressive ASIN-level targeting against Olay, Aveeno and Neutrogena, paired with Sponsored Display audience retargeting to recover missed conversions.

RESULT
  • 41% increase in new-to-brand customers
  • 19% conversion-rate uplift on retargeted traffic

05

Listing Optimization for High-Traffic SKUs

Refined titles, bullets, backend keywords and visual assets across Dove's top 50 ASINs — aligned to Amazon SEO best practices to compound paid traffic with organic lift.

RESULT
  • 23% increase in organic rankings
  • Improved relevance scores, lowering CPC across campaigns
OUTCOMES & KPIS

90 days. A lean, high- performing PPC engine

Metric Before After Improvement
ACOS 38% 18% ↗ −20 pts
ROAS 2.6 5.3 ↗ +104%
Ad Sales — □ 66% ↗ Significant
Branded Share of Voice 46% 78% ↗ +32 pts
CTR (Sponsored Avg.) 0.45% 1.01% ↗ +124%
CONCLUSION

A full-spectrum PPC transformation —
combining data-driven strategy, creative
execution and deep category expertise — to secure category dominance, optimized ad
spend and sustained growth on one of the
world’s most competitive marketplaces.

Ready to grow on
amazon?

Tell us about your brand. We’ll come back within
one business day with a tailored plan.

  • sales@alphaspikes.com
  • Serving Amazon brands across the USA
  • /company/alpha-spikes