Food & Beverage · Seller Central · 90-day engagement · 2025
As a global leader in coffee, Nescafé had strong brand recognition — but on Amazon, recognition doesn’t automatically mean conversion. Their product listings weren’t appearing for key high-intent keywords, and their ad spend was high but underperforming. Nescafé partnered with AlphaSpikes to optimize their ad spend, reduce ACOS, and increase visibility for flagship products, including the classic jars, sachets, and combo packs.
Low Share of Voice on branded and competitor keywords
Poor campaign structure (mixed ASINs, unoptimized match types)
Lack of performance tracking and A/B testing
We began by analyzing historical campaign data across all ad types. The account had generic naming conventions, mixed targeting, and no negative keyword filtering. We restructured everything based on following results.
Using a blend of data sources (Helium 10, Brand Analytics, Search Query Performance), we built a refined keyword set:
1. Broad → Phrase → Exact match funnel
2. ASIN-targeting to win competitor placements
3. Targeted long-tail search terms to reduce CPC
We launched Sponsored Brand Video ads for their bestselling coffee jars and sachets, using emotional storytelling and key value props (e.g. “Made with 100% Pure Coffee”). These ads outperformed static ads by 2.7x.
. Defensive: Captured traffic on Nescafé’s own branded keywords to block competitors
. Offensive: Targeted Starbucks, Bru, Lavazza & Folgers product ASINs through Sponsored Display & Product Targeting campaigns
We implemented weekly ad performance dashboards, monitored CTR, ACOS, and ROAS, and ran A/B tests on ad copy, video thumbnails, and keyword clusters.
| Metric | Before | After | Improvement |
|---|---|---|---|
| Revenue | — | +42% | ↗ In 90 days |
| ACOS | 34% | 24% | ↗ +59% |
| Organic Keyword Rank | — | ↑ 39% | ↗ Strong Gains |
| Product Detail Page Sessions | — | ↑ 44% | ↗ Significant |
| PPC Conversions | — | ↑ 56% | ↗ High Impact |
With AlphaSpikes’ Amazon PPC expertise, Nescafé now owns the digital coffee aisle. Whether it’s defending brand space or stealing competitor sales, our strategies brewed the perfect blend of performance and profitability.AlphaSpikes helped Nescafé transform its Amazon PPC channel from a high-cost, low-return setup to a data-driven, profit-generating engine.
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