How Krishnamurti Foundation India Doubled Website Revenue & Achieved 10x ROAS on Amazon

Challenge

When we began collaborating with KFI, they faced several challenges:

• Underperforming Campaign Strategies: Ads were optimized for clicks rather than conversions, as conversions on Amazon could not be tracked or reported back to ad platforms.
• Redirecting Ad Traffic to Amazon: KFI was running Google and Meta ads but directing traffic to their Amazon product pages. This resulted in a 30% commission fee for every sale, significantly reducing their profit margins.
• Tracking Limitations: The KFI website lacked conversion tracking, making it impossible to measure purchase outcomes from ad campaigns.
• Website Navigation Issues: Users who made a purchase on the website were redirected to the homepage instead of an order confirmation page. This hindered accurate tracking of completed transactions.
• No Data Ownership: Sending traffic to Amazon meant KFI could not collect valuable user data to understand their customers or retarget them for future campaigns.
• Amazon Listing Performance: Conversion rates and ROAS (Return on Ad Spend) for certain products on Amazon had declined, primarily due to poorly optimized product listings compared to competitors.

Solution

Step 1: Shifting Ad Traffic to KFI’s Website
We proposed redirecting ad traffic from Amazon to KFI’s website. This allowed KFI to:

• Save 30% in commission fees charged by Amazon.
• Own and analyze customer data for better retargeting and engagement.

Step 2: Implementing Conversion Tracking
To enable accurate tracking, we:

• Set up Google Tag Manager (GTM) to manage all conversion tags.
• Integrated tracking with Google Analytics 4 (GA4) and ad platforms like Google Ads and Meta.
• Addressed the issue of users being redirected to the homepage post-purchase by creating an order confirmation page on the website. This page was displayed only after a successful transaction, enabling accurate tracking of conversions.

Step 3: Optimizing Campaign Strategies
Google Ads Strategy

• Launched Performance Max (PMax) campaigns integrated with KFI’s Merchant Center shopping feed to maximize visibility across all Google inventories (Search, Display, YouTube, and more).
• Used the Maximize Conversions bid strategy to optimize for relevant audiences and drive more website purchases.

Meta Ads Strategy

• Ran campaigns targeting high-intent audiences interested in Books and Literature, Philosophy, Spirituality, Self-Improvement, Meditation, and Education.
• Leveraged the Engaged Shoppers behavior segment to reach users likely to make purchases.
• Promoted individual products each month to create focused campaigns for specific books.

Catch-All Shopping Campaign on Google

• Created a catch-all campaign targeting all products in KFI’s inventory.
• Optimized product titles and descriptions to align with high-intent keywords.
• Ensured KFI’s ads appeared consistently for relevant search terms like self-improvement books and J. Krishnamurti books.

Step 4: Enhancing Amazon Ads and Listings
While shifting focus to website sales, we also improved KFI’s presence on Amazon:

• Launched two dedicated Sponsored Product ad campaigns:
  • One for top-performing products.
  • Another for mid-tier products with good ROAS but untapped potential for scaling.
• Conducted Amazon keyword research and competitor analysis using tools like Helium10 and SellerApp to identify and target high-performing keywords.
• Optimized product titles and descriptions based on keyword analysis to improve rankings and organic visibility.

Results

• Increased Website Orders: Website orders increased by 1.5x compared to earlier campaigns where users were directed to Amazon.
• Revenue Growth: Website revenue doubled compared to the previous approach of sending users to Amazon.
• Higher Average Weekly Sales: Focused ad campaigns drove 20–30 weekly sales for advertised products, up from just 3–4 weekly sales earlier.
• Scaled Google Ads Performance: Google Ads campaigns achieved an average of 50 conversions per month, with a notable increase in ROAS.
• Improved Amazon Campaign Results:
  • Sponsored Product ads on Amazon achieved over 10x ROAS for both top-performing and mid-tier products.
  • Optimized product listings led to higher organic rankings and increased conversion rates.