Icon Time has been in business since 1989 and was acquired by Paychex in 2011. As a manufacturer of employee time clocks, it sells them on several ecommerce platforms to small-and-medium sized businesses. Icon Time’s offerings range from mechanical time recorders to automated time clocks with embedded time and attendance software that help customers with their time-tracking needs.
The ad campaign goal was to increase revenue of Icon Time’s Amazon sales (ACoS) among several industries that employ hourly employees. Icon Time and Anvil wanted to optimize each active ad campaign’s ACoS by both identifying high-trafficked keywords that relate to each Icon Time product, as well as identify negative keywords within each campaign that have been delivering paid impressions that were not relevant to Icon Time’s products or brand.
Anvil optimized Icon Time’s Amazon ads by using Helium 10, a tool that helps identify higher performing keywords that Anvil’s paid team placed into the product description to increase campaign reach and ad relevance. Additionally, Anvil adjusted budget for better ROAS and eliminated negative keywords, such as “printers,” that attracted irrelevant traffic and reduced wasted spend.
Anvil generated the following results for Icon Time: