Alpha Spikes rebuilt Dove’s Amazon advertising strategy to reduce wasted spend, increase return on ad spend, strengthen product visibility, and support sustainable marketplace growth.
PERSONAL CARE · AMAZON SELLER CENTRAL · 90-DAY ENGAGEMENT · 2025
Dove entered the engagement with strong brand recognition across retail and direct-to-consumer channels. However, its Amazon advertising structure required greater segmentation, keyword control, and performance visibility.
Overlapping campaigns were creating inefficient spend, while underused Sponsored Brands, Sponsored Display, and video formats limited Dove’s ability to reach shoppers throughout the purchasing journey.
Dove partnered with Alpha Spikes to restructure its Amazon advertising operations, reduce campaign inefficiencies, strengthen product visibility, and build a data-led PPC strategy capable of supporting profitable growth.
Multiple campaigns were competing for similar search terms, increasing ACOS and making it difficult to identify which campaigns were producing incremental sales.
The advertising mix relied too heavily on limited campaign formats, reducing Dove’s visibility at the awareness, consideration, and retargeting stages of the customer journey.
Branded, category, generic, and competitor keywords were not sufficiently separated. This restricted budget control and made performance reporting less precise.
Competitor ASIN targeting was not being used strategically enough to reach shoppers browsing alternative personal care products.
Priority product listings required clearer messaging and more mobile-friendly content to convert the traffic generated by Amazon advertising.
Alpha Spikes rebuilt Dove’s Amazon advertising architecture around product category, customer intent, keyword type, and funnel stage.
Branded, generic, category, competitor, and product-targeting campaigns were separated to improve budget control, bidding accuracy, and performance measurement. Negative keyword rules were also introduced to reduce overlap and prevent search-term cannibalization.
Amazon Brand Analytics, search-term data, and keyword research tools were used to identify relevant terms with strong conversion potential.
Alpha Spikes introduced dynamic bidding rules, dayparting, placement adjustments, and product-level budget controls to improve advertising efficiency and keep Dove visible during high-value shopping periods.
Alpha Spikes developed Sponsored Brand and Sponsored Brand Video campaigns for Dove’s priority personal care products.
The creative strategy focused on recognizable product benefits, customer needs, and category-relevant messaging. These campaigns helped Dove occupy more prominent placements while increasing visibility for body wash, beauty bar, and related product lines.
Product-targeting campaigns were created to position Dove on relevant competitor detail pages and category placements.
Sponsored Display retargeting was then used to reconnect with shoppers who had viewed Dove products but had not completed a purchase.
Alpha Spikes optimized titles, bullet points, backend search terms, product messaging, and visual assets across priority Dove listings.
The listing improvements aligned product content with relevant search behavior and supported stronger conversion from paid traffic.
| 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% |
Alpha Spikes transformed Dove’s Amazon advertising operation into a more structured, measurable, and scalable growth system.
By combining data-led campaign management, precise keyword targeting, creative advertising formats, competitor targeting, retargeting, and listing optimization, Dove achieved stronger returns from its Amazon media investment.
The result was a more efficient PPC engine that lowered ACOS, increased ROAS, strengthened branded visibility, and created a stronger foundation for continued Amazon growth.
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