A ROAS Strategy as Sustainable as the Year-Round Demand It Set in Motion

STS Recyling, a refurbished electronics reseller, wanted to maintain consistent year-round sales in an intensely competitive category, with a dynamic, responsive media investment designed to overcome cold start challenges for new high-potential items frequently added to their assortment. They aimed to build a stable demand pattern beyond seasonal peaks.

The reseller adopted a flexible advertising strategy keeping their fluctuating inventory flow in mind. With healthy margins, they continued investing in always-on campaigns that supported broad catalog coverage.

They launched always-on automatic Sponsored Products campaigns and grouped similar products to help increase visibility and surface top performers.

They ran manual Sponsored Products campaigns to give the needed cold start to high-potential products. They bid well above the suggested bid amount on high-traffic keywords and adjusted bids as performance improved.

Meanwhile, in their automatic campaigns, they implemented a tiered bidding strategy, reserving the most competitive bids for top-performing products and optimizing only for items that had generated at least 100 clicks. They placed the top-performing items in front of price-conscious customers and protect their margins.

Strategic bundling helped them attract listing traffic and boost conversion on options with a higher margin.

Lastly, they participated in promotions such as Flash Deals and Events to take advantage of promotional periods. As a result, they managed to maintain their post-holiday momentum and have a strong Q1.

Sources: ¹Walmart first-party data, February 2025–April 2025. ²Walmart first-party data, February 2024–April 2024 vs. February 2025–April 2025. Past results do not guarantee future performance.