As a globally trusted personal care brand, Dove enjoys strong recognition in traditional retail and DTC. However, on Amazon’s highly competitive and algorithm-driven marketplace, the brand lacked the strategic depth required to maintain dominance. Dove partnered with AlphaSpikes to restructure its advertising operations, reduce wasted ad spend, and accelerate revenue growth through a data-first PPC strategy tailored for Amazon’s ecosystem.
We executed a complete rebuild of Dove’s Amazon advertising architecture. This included:
Result:
Utilizing Amazon Brand Analytics and proprietary keyword tools, we identified high-converting, low-competition terms. Layered with dynamic bid rules and dayparting strategies, Dove’s ads reached shoppers at optimal times with optimal offers.
Result:
We created customized Sponsored Brand creatives and launched Sponsored Brand Video campaigns to highlight Dove’s best-selling SKUs (e.g., body washes, beauty bars). These formats improved click-through rates while reinforcing brand positioning.
Result:
We launched aggressive ASIN-level targeting campaigns focused on key competitors (e.g., Olay, Aveeno, Neutrogena). We also deployed Sponsored Display ads with audience retargeting to recover missed conversions.
Result:
To support ad traffic, we enhanced titles, bullet points, backend keywords, and visual assets for Dove’s top 50 ASINs, aligning them with Amazon’s SEO best practices.
Result:
In just 90 days, AlphaSpikes transformed Dove’s Amazon PPC performance into a lean, efficient, and high-performing 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 Ads Avg.) |
0.45% |
1.01% |
+124% |
AlphaSpikes delivered a full-spectrum PPC transformation for Dove on Amazon. By combining data-driven ad strategy, creative execution, and deep category expertise, we helped Dove secure category dominance, optimized ad spend, and sustained growth on one of the world’s most competitive marketplaces.
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