Reentel Black Friday Cyber Monday Case Study
$1.7M in Sales
Strategic management drove a $300k sales surge, capping Reentel's Q4 2024 at over $1.7 million in sales.
As one of Reentel’s premier brands, Hi-Tech Diamond has been supplying cutting, grinding, carving, and polishing equipment for the lapidary and glass industries since 1984. The company offers easy-to-use machines and tools for beginners and professionals alike.
Proudly made in the USA, Hi-Tech Diamond supports artists and hobbyists with high-quality saw machines, blades, polishing discs, and more.
The Challenges
Rising Ad Costs
The brand lacked a strategy to manage rising CPCs in October. This left them vulnerable to sharp ad cost spikes during BFCM, putting the entire budget and profitability at risk.
Vulnerable Profit Margins
High ad volume in November exposed logistical weaknesses. This led to periodic Buy Box losses on key products during peak traffic, directly threatening margins.
Stagnant Conversion Rates
Despite rising holiday traffic, conversion rates remained below goal. Shoppers were clicking ads but not purchasing, showing a clear disconnect between the ads and the product listings.
No Post-Holiday Strategy
After the BFCM peak, there was no plan for the expected traffic drop. The company was unprepared to retarget shoppers or manage the wave of customer returns and feedback.
- Full Management
- Catalog Management
- Listing Optimization
- New Product Creation
- Parentages
- Listing Reinstatement
- Amazon Social Posts
- PPC
- SEO
Our Approach
Profitability and Scaling
My Amazon Guy tackled the challenges of rising ad costs and profitability risks with a coordinated advertising approach and budget management tailored for high-demand periods.
- Executed aggressive ad scaling on select high-potential product lines early in the sales quarter.
- Completed impactful creative updates including A+ content, image stacks, and refreshed brand stores to boost ad engagement and conversion.
- Implemented a full-funnel ad structure combining Sponsored Brands, Sponsored Display, and Sponsored Products for comprehensive coverage during BFCM.
- Increased budget allocation strategically during peak sale weeks while monitoring daily ACOS and TACOS to protect margins.
Conversion Optimization
Addressing stagnant conversion rates, MAG focused on improving the connection between shopper intent and product listings through visual refreshes and keyword optimization.
- Refreshed ad visuals and enhanced keyword targeting based on ongoing performance data and pre-event keyword research.
- Tested Sponsored Brand + Display ads for broader reach and retargeting effectiveness to capture engaged but unconverted traffic.
- Used data-driven insights to refine listings and ad copy, better aligning with shopper expectations and purchase triggers.
Sustained Visibility and Post-Holiday Recovery
MAG prepared for the post-BFCM slowdown with targeted retargeting and promotional strategies to maintain visibility and manage customer relations.
- Launched Sponsored Display retargeting campaigns to re-engage holiday shoppers.
- Added comparison charts and bundled holiday promotions to stimulate post-event interest and increase purchase incentives.
- Conducted post-event keyword data reviews to inform next quarter’s ad strategies.
- Reduced ad spend gradually to maintain presence while conserving budget in low-traffic periods.
Impact
Achieved the goal of 20% year-on-year sales growth
We helped Reentel steadily increase Q4 sales by strategically scaling ad spend without sacrificing profitability. ACOS was maintained near 20%, while TACOS stayed under 5%, ensuring solid profit margins throughout the peak season.
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