Wilton
“We scaled aggressively by tightening structure, not loosening spend.”
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It all starts here
Their Story
Wilton is a category leader in bakeware and decorating tools, known for empowering creativity in kitchens everywhere.
The Challenge
After a strong year on Amazon, Wilton aimed to accelerate growth even further.
They needed to:
- Increase revenue through greater advertising investment
- Maintain efficiency and profitability while scaling
- Improve control over campaign performance at a granular level
The Insights
- The existing account structure limited scalability and control
- Keyword overlap was driving inefficiencies and inflated CPCs
- Not all products were equally positioned to convert profitably
- Growth required a more intentional, data-driven campaign framework
The Strategy
Rise restructured Wilton’s Amazon advertising approach from the ground up—focusing on scale through precision, control, and efficiency.
The Solution
Granular Account Restructuring
- Expanded campaign structure from 31 to over 1,200 campaigns
- Increased keyword coverage from 1,056 to over 7,700 keywords
- Enabled more precise targeting, bidding, and performance control
Negative Keyword Strategy
- Eliminated duplicative keyword overlap across campaigns
- Implemented a comprehensive negative keyword framework
- Reduced wasted spend and improved CPC efficiency
Product Mix Optimization
- Prioritized products with the highest likelihood to convert efficiently
- Directed spend toward high-performing SKUs first
- Ensured budget allocation aligned with performance goals
The Results
The refined structure and strategic prioritization unlocked significant growth while maintaining efficiency.
Amazon revenue growth (Q3 YoY)
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