Brand owner was underutilizing ASI, one of the largest promotional goods marketplaces, with no structured approach to advertising or prospect follow-up. I was brought on to grow the channel, I audited performance data, rebuilt the keyword and campaign strategy, and layered in a targeted email flow. The result: 140% increase in orders, 90% lift in site traffic, and 60% ongoing growth in overall sales, verified by ASI in a published supplier success story.
The Opportunity
ASI is a closed B2B marketplace for custom promotional goods, and like any platform with its own ad ecosystem, it rewards sellers who understand how to work it. Branded Originals had an active storefront, but no structured approach to advertising, keyword targeting, or prospect follow-up. Traffic was inconsistent, and there was no visibility into which products were reaching the right buyers or which ad spend was driving real sales.
My Process
I started by learning the platform end to end, listing tools, CTR reports per SKU, and ASI's Pay for Placement (PFP) CPM model, plus every available customer touchpoint including ESP email campaigns and catalogs. I requested month-over-month sales reports from our ASI rep and cross-referenced them with impressions and CTR data to find where spend wasn't converting.
Over five months, I systematically adjusted keyword targeting and product category mapping to align each listing with the right PFP campaigns. The measure of success wasn't clicks alone, it was clicks that came with sales.
Once the signal was consistent, I scaled budgets with confidence. I then built out an email layer: trigger campaigns targeting prospects within days of a click, plus monthly campaigns promoting new products to companies already searching in our category. That combination of precise targeting and structured follow-up drove the step change in both orders and traffic.
The Result
In the first year of structured marketing on ASI, orders increased 140% and site traffic grew 90%, both figures verified by ASI and published in a supplier success story. Overall sales continued growing at 60% beyond that first year.
What I Learned
I learned to be more aggressive with my available budget when the signal is there. Early on, I was conservative with budget increases, but the data kept pointing to GO.
I learned that without enough traffic from budget spend, the feedback loop is too slow to optimize. When keyword strategy and conversion are aligned, spending more is the right call. I now approach channel optimization with more conviction at the scaling stage.