How a beauty brand cut TACoS from 29% to 15% and grew weekly sales 136% in one week
A beauty and personal care brand on Amazon was running at 29% TACoS with $2,309 in weekly total sales and 9.52% CVR. In one week, total sales rose to $5,458, TACoS dropped to 15.35%, CVR improved to 11.46%, and ACOS moved from 62.47% to 49.91%. Three moves: launch STR campaigns for missing high-intent keywords, harvest and optimize new opportunities, apply systematic negations and bid optimization.
01The challenge
A beauty and personal care brand on Amazon was missing demand. Weekly sales at $2,309, TACoS at 29%, ACOS at 62.47%. The account was not reaching buyers who were actively searching for the product.
The underlying issue was search term coverage. High-intent keywords were not in the campaign structure, so the brand was invisible to buyers at the moment of highest purchase intent.
02The approach: The STR Expansion Reset
The STR Expansion Reset is a three-move sequence for accounts that are missing demand at the top of the funnel. Launch campaigns targeting the search terms that convert, harvest new opportunities as data comes in, and clean out wasted spend simultaneously. The result is more traffic at better efficiency.
Launch STR campaigns for missing high-intent terms
Identified high-intent search terms not currently in the campaign structure by analyzing search term reports and competitor coverage. Launched new STR (search term report) campaigns targeting these terms. This captured demand the account was previously invisible to.
Harvest and optimize new opportunities
As the new campaigns generated data, identified converting search terms and moved them into optimized campaigns with appropriate bids and match types. Moved winning terms out of discovery campaigns and into controlled exact-match campaigns to lock in efficiency.
Systematic negations and bid optimization
Applied negations to remove wasted spend on non-converting search terms. Adjusted bids based on conversion data to reduce ACOS on existing campaigns simultaneously with the expansion. Wasted spend reduced, efficient spend increased.
03The results
In one week, total sales moved from $2,309 to $5,458 (up 136%). TACoS dropped from 29.19% to 15.35%. ACOS improved from 62.47% to 49.91%. PPC sales went from $1,079 to $1,679. Conversion rate improved from 9.52% to 11.46%.
Why it worked: the account was not failing at converting buyers, it was failing at reaching them. ACOS of 62% and a 9.52% CVR meant the clicks that were happening were converting reasonably. The problem was missing search term coverage. Adding the right traffic at the top of the funnel immediately reflected in total sales because the conversion engine was already there.
04FAQ
What is an STR campaign on Amazon?
STR stands for Search Term Report. An STR campaign is a campaign built from data in the search term report - specifically targeting high-intent search terms that are generating impressions or conversions but not yet in a dedicated, optimized campaign. It is one of the most reliable ways to expand reach to buyers who are actively searching for your product.
How can Amazon sales double in one week?
On this account, weekly sales went from $2,309 to $5,458 in one week by solving a traffic problem, not a conversion problem. The brand was converting at 9.52% CVR - buyers who found the listing were buying. The issue was missing high-intent search terms in the campaign structure. Adding STR campaigns targeting those terms brought in new qualified traffic that the existing conversion rate could monetize immediately.
What is the STR Expansion Reset?
Three moves: (1) launch STR campaigns targeting high-intent search terms the account is not currently reaching; (2) harvest converting terms from new campaign data and move them into optimized exact-match campaigns; (3) apply systematic negations and bid adjustments to reduce wasted spend simultaneously with the expansion. Sales increase as reach expands; ACOS improves as wasted spend decreases.
When does it make sense to expand campaigns vs tighten existing ones?
When ACOS is high and sales volume is also low, expanding campaigns is often the right first move. A 62% ACOS with a 9.52% CVR tells you the problem is traffic quality and coverage, not conversion. If ACOS is high and sales are high, tighten first. If both are low, look at search term coverage before you touch bids.
One operator case study a week, in your inbox.
The framework, the numbers, the why-it-worked. No fluff. Same voice as this page.
SubscribeWork With Me