Background
In May 2026, Buffalo Bills, a brand offering jerky strips & slabs, jerky packs & pieces, bulk sticks, wrapped sticks, specialty snacks, candy, and gift products, partnered with our team to improve marketplace performance on Amazon USA.
The primary objective was to strengthen category visibility, improve advertising efficiency, and accelerate month-over-month sales growth across multiple product lines within the highly competitive snack and convenience category.
Challenges
Competitive Snack Category
The jerky and snack segment on Amazon included several established brands competing aggressively through pricing, advertising, and promotional activity.
Inconsistent Campaign Efficiency
Existing PPC campaigns were generating sales, but budget allocation and targeting structures required optimization to improve overall efficiency and scalability.
Product Visibility Across Multiple Categories
With a broad catalog that included jerky products, candy, gift items, and specialty snacks, maintaining consistent visibility across search placements was a key challenge.
Scaling Without Increasing Inefficiency
The goal was to increase sales volume while maintaining controlled advertising costs and improving conversion performance.
Strategy & Execution
1. Marketplace & Performance Audit
- Conducted a complete review of campaign structures, keyword targeting, bidding strategies, and placement performance.
- Evaluated category demand trends and customer search behavior across snack-related keywords.
- Identified growth opportunities through search term analysis and competitive benchmarking.
2. Listing & Search Optimization
- Refined product titles, bullet points, and backend search terms to improve keyword relevance and discoverability.
- Optimized listings around high-intent search terms related to jerky sticks, protein snacks, bulk snack packs, and gifting products.
- Implemented negative keyword filtering to minimize inefficient ad spend.
3. Advertising Expansion & Funnel Structuring
- Expanded Sponsored Products campaigns with segmented match-type targeting strategies.
- Launched Sponsored Brands campaigns to improve brand visibility across multiple product categories.
- Introduced Sponsored Brands video ads for top-performing jerky products to increase customer engagement.
- Structured campaigns across upper-, mid-, and lower-funnel audiences to align with shopper intent.
4. Budget & Bid Optimization
- Reallocated budgets toward higher-converting campaigns and top-performing search terms.
- Applied a hybrid bidding strategy combining manual optimization with Amazon’s dynamic bidding features.
- Continuously adjusted bids based on placement performance, conversion trends, and profitability metrics.
5. Ongoing Performance Monitoring
- Tracked Search Query Performance data and conversion metrics weekly.
- Conducted regular optimization cycles focused on CTR, CPC, conversion rate, and TACoS improvements.
- Scaled campaigns gradually while maintaining operational efficiency.
Results
Month-over-Month Performance Growth
Compared to the previous month, the Buffalo Bills achieved the following:
- 26% Increase in Total Order Items
- 26% Increase in Units Ordered
- 22.95% Growth in Ordered Product Sales
Key Outcomes
Improved Marketplace Visibility
Optimized listings and expanded advertising coverage improved keyword indexing and product discoverability across multiple snack categories.
Stronger Conversion Performance
Refined targeting and improved campaign structures supported higher customer engagement and stronger conversion efficiency.
Scalable Sales Growth
The brand achieved significant month-over-month growth while maintaining controlled advertising performance and scalable campaign expansion.
Better Budget Efficiency
Continuous bid and budget optimization helped allocate spend toward high-performing search segments and audience groups.
Conclusion
Through structured advertising management, listing optimization, audience targeting, and data-driven campaign refinement, the Buffalo Bills achieved strong month-over-month sales growth across its Amazon USA marketplace operations.
This case study demonstrates how a disciplined optimization strategy combined with ongoing performance analysis can support scalable growth within a competitive snack and convenience category.
