The Challenge
Darrin and the Porkosaurus team had an established presence on Amazon selling BBQ rubs, sauces, and seasonings, but growth had plateaued. Year-over-year sales were flat, and without a clear strategy for advertising and product positioning, the brand was stuck in neutral. In a competitive food and seasoning category, standing still means falling behind. Porkosaurus needed a growth partner who could reignite momentum.
The Strategy
Marknology built a comprehensive growth strategy centered on advertising optimization and strategic positioning.
Advertising Restructure: We audited existing PPC campaigns and found significant inefficiencies: overlapping targeting, poor bid management, and missed keyword opportunities. Campaigns were rebuilt with clear structures separating branded, category, and competitor targeting. Each campaign had defined goals and KPIs.
Product Positioning: We analyzed the BBQ seasonings category to identify where Porkosaurus had the strongest competitive advantage. Listing content was updated to emphasize unique selling points: competition-grade quality, authentic BBQ heritage, and versatility across different cooking styles.
Seasonal Strategy: BBQ products see significant seasonal demand shifts. We developed a calendar-driven approach that ramped spend during peak grilling season, targeted holiday gift shoppers in Q4, and maintained baseline visibility during slower months. This ensured budget was deployed when it would have the greatest impact.
Ongoing Optimization: Weekly bid adjustments, search term harvesting, and negative keyword refinement kept campaigns performing at peak efficiency. Monthly reporting gave Darrin full visibility into performance without requiring him to manage the day-to-day details.
The Results
Porkosaurus achieved a 2% increase in year-over-year Amazon sales, breaking through the plateau that had stalled growth. More importantly, the advertising restructure improved efficiency, meaning the growth came with better margins, not just more spend. The combination of strategic advertising and hands-off management gave Darrin the freedom to focus on his products while Marknology handled the Amazon channel.
What Darrin Had to Say
"Marknology has helped make a small dream a reality. I really liked the fact that I do not have to worry about that side of things. They handle it, and the results speak for themselves."
ā Darrin, Porkosaurus
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Key Takeaways
- Plateaued sales often signal advertising inefficiency, not market saturation
- Seasonal advertising strategies maximize ROI for products with cyclical demand
- Structured PPC campaigns with clear KPIs outperform set-it-and-forget-it approaches
- Hands-off management lets brand owners focus on what they do best