Fingerlings
BACKGROUND
Fingerlings, a wildly popular line of interactive toys, had achieved strong brand recognition in the toy category. But like many established brands, they were spending heavily on Amazon ads, without a clear understanding of what was working, what wasn’t, and where untapped opportunity existed.
To sharpen their ad performance and make every dollar count, Fingerlings partnered with Prime Rankings for a full-funnel advertising overhaul—focused on maximizing return while maintaining visibility in a highly competitive market.
PRIME RANKINGS’ STRATEGIC APPROACH
- Deep Dive: PPC Audit and Historical Data Analysis
Before touching any ad spend, Prime Rankings went back in time:
- Conducted a multi-week audit of historical PPC data (2+ years of campaigns, thousands of keywords)
- Identified wasted spend on underperforming keywords and product targets
- Highlighted top-converting keywords that were underfunded
This foundation gave Fingerlings a data-backed roadmap to smarter, more focused spending.
- Full-Funnel Campaign Relaunch: Sponsored Products, Brands & Display
Armed with insights, Prime Rankings launched a three-tiered campaign structure:
- Sponsored Products: Tight, high-converting campaigns for hero SKUs, with segmented targeting by keyword type (branded, category, competitor)
- Sponsored Brands: Highlighted product lines and bundles, driving traffic to their Amazon storefront for a more curated experience
- Sponsored Display: Used retargeting and cross-product promotions to keep Fingerlings top-of-mind for shoppers browsing similar items
- Leveraging AMC (Amazon Marketing Cloud) for Smarter Targeting
To take performance to the next level, Prime Rankings used Amazon Marketing Cloud (AMC) – Amazon’s powerful analytics environment – to uncover hidden insights, including:
- Multi-touch attribution: understanding how upper-funnel interactions contributed to sales
- Audience overlap analysis: identifying high-converting audiences to retarget
- Custom audience segments for Sponsored Display campaigns
Using AMC, Prime Rankings was able to target Fingerlings’ ideal customers – not just based on keywords, but on behavior, past engagement, and purchase likelihood.
Results Within 9 Months
40% improvement in ACoS (8.4% overall ACoS)
Increased conversions from non-branded search terms
More efficient retargeting and new-to-brand sales via AMC insights
Conclusion
In a crowded toy category, simply spending on ads isn’t enough…spending smart is the real game-changer. With in-depth analytics, structured campaigns, and advanced audience targeting through AMC, Prime Rankings helped Fingerlings turn their ad strategy from bloated to bulletproof.
