📊 Case Study: Happy Trails PNW

Category: Pet Outdoor Gear
Products:

  • Dog Sleeping Bag for Camping

  • Dog Sleeping Pad for Outdoor Use

Client Summary

Happy Trails PNW is an outdoor-focused pet brand specializing in premium camping and travel gear for dogs. The brand serves pet owners who enjoy hiking, camping, and outdoor adventures and want durable, comfortable sleeping solutions for their dogs. Their core products are designed for portability, insulation, and ease of use in outdoor environments.

Client Challenges & Pain Points

1️⃣ Declining Organic Sales Performance

The brand experienced slowing organic sales growth, particularly in competitive camping-related pet keywords. Despite running Amazon Ads, organic ranking improvements were limited.

2️⃣ Inefficient Keyword Targeting

A large portion of ad spend was allocated to:

  • Overlapping keywords

  • Low-intent search terms

  • Broad targeting without segmentation

This resulted in wasted spend and limited discoverability on high-intent non-branded keywords.

3️⃣ Difficulty Scaling Ad Spend Without Increasing ACoS

The client wanted to increase ad spend to gain market share but was concerned that higher budgets would negatively impact ACoS and overall profitability.

Client Objectives

  • Increase organic sales through Amazon Ads support

  • Build a structured keyword strategy focused on relevancy and intent

  • Scale ad spend without sacrificing ACoS

  • Improve visibility and ranking for camping-related dog products

Strategy & Solution Implemented

✅ Amazon Ads Account Restructuring

We rebuilt the campaign structure to improve clarity, control, and scalability:

  • Segmented campaigns by:

    • Product (Dog Sleeping Bag vs Dog Sleeping Pad)

    • Branded vs Non-Branded keywords

    • Automatic vs Manual targeting

  • Isolated branded traffic to prevent budget cannibalization

  • Added negative keywords to reduce irrelevant spend

✅ Keyword Research & Relevancy Optimization

To improve targeting quality:

  • Conducted deep keyword research focused on:

    • Camping, hiking, outdoor dog gear intent

    • Long-tail keywords with higher conversion probability

  • Mapped keywords by search intent rather than volume alone

  • Prioritized keywords that supported organic ranking growth, not just ad clicks

✅ Scaling Ad Spend While Protecting ACoS

Instead of increasing budgets blindly:

  • Gradually shifted budget toward:

    • High-converting non-branded keywords

    • ASIN-level and category targeting with proven performance

  • Reduced spend on low-performing placements

  • Optimized bids based on placement and conversion data

  • Used ads strategically to support organic ranking improvements

Results Achieved

After implementing the strategy and optimization framework:

  • 📈 Organic sales growth supported by Amazon Ads

  • 🎯 Improved keyword relevancy and conversion efficiency

  • 💰 Increased ad spend while maintaining controlled ACoS

  • 🔍 Stronger visibility for core camping-related search terms

  • 🏕️ Improved category positioning for outdoor dog products

(Results achieved over a sustained optimization period; outcomes may vary by account and market conditions.)

Key Takeaways

  • Amazon Ads can drive organic sales growth when structured correctly

  • Keyword relevancy matters more than volume alone

  • Ad spend can be scaled responsibly with proper segmentation and data-driven bidding

  • Long-term success comes from aligning ads, listings, and search intent

Client Feedback

“Wahaj helped us bring structure and clarity to our Amazon Ads strategy. Keyword targeting became more relevant, and we were able to scale ads while keeping performance under control.”

— Brand Representative, Happy Trails PNW