How a home improvement brand grew Amazon sales 41.5% year-over-year with mid-funnel keyword expansion
A home improvement brand on Amazon had been underperforming vs. prior year. Over the current month-to-date period, total sales reached $18,642 vs $13,171 for the same period last year, a 41.5% increase. Units sold also grew 41.4% YoY. The approach: adding mid-funnel keyword campaigns targeting highly relevant but previously untargeted search terms, systematic budget monitoring, and concentrating spend on the highest-converting child ASINs.
01The challenge
A home improvement brand on Amazon was not keeping pace with the prior year. Mid-funnel keyword coverage was limited, meaning the brand was missing buyers who were researching and comparing options before making a purchase decision.
The highest-converting child ASINs were not getting the advertising concentration they deserved. Budget was spread without clear prioritization by ASIN performance.
02The approach: The Mid-Funnel Demand Capture
The Mid-Funnel Demand Capture is a two-phase expansion. First, identify and launch campaigns on mid-funnel keywords that are highly relevant but not yet in the campaign structure. Second, concentrate the resulting budget on the child ASINs with the highest conversion rates so that new traffic converts efficiently.
Add mid-funnel keyword campaigns
Identified highly relevant mid-funnel keywords not yet targeted in the account. These are terms buyers use when comparing products and evaluating options, distinct from bottom-funnel exact match terms. Added new campaigns targeting these terms to expand reach to buyers earlier in their purchase process.
Systematic budget monitoring and reallocation
Monitored campaign performance daily during the expansion phase to ensure top-performing campaigns remained funded throughout the period. Budget monitoring prevented high-performing campaigns from running out of daily budget at critical purchase times.
Concentrate spend on top-converting child ASINs
Focused advertising effort on the child ASINs with the highest conversion rates in the account. By directing mid-funnel traffic to ASINs proven to convert, the expansion produced efficient growth rather than inflated impressions with poor sell-through.
03The results
Month-to-date, total sales reached $18,642.69 vs $13,170.89 for the same period the prior year, a 41.5% increase. Units sold grew 41.4% over the same comparison. Estimated financial impact: $5,472 in incremental sales.
Why it worked: mid-funnel keywords bring in buyers who are evaluating options, not just searching broadly. When those buyers land on high-converting ASINs with strong content and clear value, conversion rates hold or improve even as volume scales. This account proved that the demand existed at the mid-funnel - the account just wasn't present for it.
04FAQ
What are mid-funnel Amazon keywords?
Mid-funnel keywords are search terms buyers use when they are researching and comparing products rather than searching for a specific brand or ready-to-buy query. They are more specific than broad awareness terms but less transactional than exact-match purchase terms. Examples include 'best cordless drill for home use' vs 'DeWalt drill' (brand) or 'drill under $100' (bottom-funnel). Mid-funnel terms capture buyers in the decision phase.
How do you identify mid-funnel keywords on Amazon?
Look at search term reports for terms with moderate search volume, reasonable click-through rates, but lower conversion than your exact-match campaigns. Also analyze competitor ASIN targeting data and category research tools to find terms where buyers are comparing options. Mid-funnel terms typically have 2-4 words and include category descriptors or comparison modifiers.
What is the Mid-Funnel Demand Capture?
A two-phase expansion: (1) identify highly relevant mid-funnel keywords not yet in the campaign structure and launch campaigns targeting them; (2) concentrate the resulting traffic on the child ASINs with the highest proven conversion rates. The combination captures new demand at the research phase and converts it efficiently on the product pages most likely to close.
How long does it take to see YoY improvement from mid-funnel keyword expansion?
On this account, the YoY comparison showed 41.5% growth within the same month-to-date period. Mid-funnel keyword campaigns generate data within 1-2 weeks of launch. The key is having systematic budget monitoring in place so top-performing campaigns stay funded as new keywords begin converting.
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