The Challenge
Paul Vanderhoff spent years as a gym teacher before making the leap into Amazon selling with Performance Grip, a fitness accessories brand. Like many first-time sellers, Paul had a solid product but lacked the Amazon expertise to scale. His listings were underperforming, his PPC campaigns were bleeding budget with minimal return, and his pricing strategy left money on the table. He needed a team that could transform his Amazon presence from a side hustle into a serious business.
The Strategy
When Performance Grip came to Marknology, we started with a full account audit. The findings pointed to three priority areas: pricing optimization, PPC restructuring, and content upgrades.
Pricing Optimization: We analyzed competitor pricing across the fitness accessories category and identified opportunities where Performance Grip was underpricing relative to perceived value. Strategic price adjustments improved margins without sacrificing conversion rates.
PPC Restructuring: The existing campaign structure was unfocused, with broad match keywords eating through budget. We rebuilt campaigns from the ground up, segmenting by match type, isolating top performers into exact match campaigns, and implementing negative keyword strategies to cut wasted spend. Bid management became a weekly discipline, not an afterthought.
A+ Content and Listing Optimization: We overhauled every product listing with keyword-rich titles, benefit-driven bullet points, and compelling A+ Content modules. Professional lifestyle imagery and infographics replaced generic product photos, giving shoppers the confidence to click "Add to Cart."
The Results
Within 120 days, Performance Grip saw strong unit sales growth and year-over-year improvements across every key metric. PPC efficiency improved dramatically as restructured campaigns delivered better ACOS and higher attributed sales. The combination of optimized pricing and enhanced content created a compounding effect: better listings drove higher conversion rates, which improved organic ranking, which drove even more sales.
What Paul Had to Say
"Working with Marknology has been a constant stream of completed tasks, new ideas, and up-to-date data reporting. They took our Amazon account from something I was managing between classes to a real, growing business."
ā Paul Vanderhoff, Performance Grip
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Key Takeaways
- Pricing strategy is just as important as advertising when it comes to profitability on Amazon
- Structured PPC campaigns with proper match type segmentation reduce wasted ad spend
- A+ Content and professional imagery directly impact conversion rates and organic ranking
- Consistent, hands-on management turns good products into great Amazon businesses