Energy Powersports

Imagine cutting your advertising budget in half without reducing sales. That is exactly what Ursa Marketing achieved for Energy Powersports, propelling their ROAS from 3 to 14 in just one year. In an ultra-competitive Amazon market where cost-per-click keeps rising, discover how a high-precision PPC strategy can make all the difference.

Ursa Marketing’s Mission for Energy Powersports

Since 2024, Energy Powersports has partnered with Ursa Marketing to drive its online growth and improve its national visibility. Already recognized in the Canadian powersports sector thanks to its BRP dealership in Oakville, the company wanted to reach a new milestone: making BRP parts and accessories accessible everywhere in Canada.

Their goal? To become the #1 reseller of BRP products on Amazon in Canada. The ambition is clear: to fully exploit the potential of e-commerce to generate significant sales growth, while increasing brand visibility on major sales platforms.

Our objective? To stimulate Energy Powersports’ sales on marketplaces, while strengthening brand awareness among a wider audience:

- Amazon Catalog Optimization: Enhancing product listings, titles, descriptions, and visuals to maximize SEO and conversions.

- Ad Campaign Management: Implementing high-performance sponsored campaigns (Amazon Ads), focused on profitability and growth.

- Continuous Performance Analysis: Tracking key indicators (sales, conversion rates, ACoS, etc.) with real-time adjustments.

The Challenges

Achieving these objectives meant overcoming significant hurdles.

Increased Global Competition

Amazon is a highly competitive environment where thousands of merchants, often international, offer the same products at highly variable prices. Standing out requires a precise strategy, clear positioning, and mastery of the optimization levers available on the platform.

Promoting the Right Products at the Right Time

With a constantly evolving catalog and highly seasonal demand in the powersports world, it is essential to synchronize marketing efforts with the right buying moments. This implies continuous analysis of trends, product performance, and consumer behavior to concentrate advertising investments on the most promising SKUs at the most strategic times.

Fluctuating Advertising Costs (CPC)

Costs per click can vary rapidly depending on the season, demand, and the number of competitors present on a single product listing or category. It is therefore crucial to adjust campaigns in real-time to preserve profitability.

Results: 2025 vs. 2024

- $34k in ad spend (vs. $76k)

- $503k in generated revenue (vs. $224k)

- 14.8 ROAS (vs. 3)

- $140 Average Order Value (vs. $115)

- 1 million sessions (vs. 740k)

The Digital Marketing Strategies and Tactics Deployed

To meet the challenges outlined above, we implemented a solid and sustainable Amazon PPC strategy.

Amazon Ads Sponsored Products

Segmentation by major product family to adapt targeting, bids, and budgets to each category. Ad groups organized into three segments: - Products to develop: Strategic products with high potential. - Suggested products: Products recommended by Amazon, often high-performing. - Top sellers: Current or historical best-sellers to maximize ROI.

An approach based on Amazon best practices:

- Granular campaigns (1 ASIN/group, where possible). - Use of varied match types (Exact, Phrase, Broad). - Exclusion of unprofitable keywords. - Regular adjustments based on performance.

Combining Paid & Organic Data for Maximum Impact

Implementation of a cross-strategy between advertising performance and organic data to refine the global approach: - In-depth analysis of Seller Central and Amazon Ads campaigns to identify growth levers. - Weekly monitoring of best sellers to track market trends and adjust product priorities. - Regular tracking of the most searched queries, both on Amazon and search engines, to adapt positioning and enrich ad targeting.

Developing an Effective Keyword Strategy

Less is more Rather than multiplying keywords, the focus was placed on a restricted, but highly strategic selection. By concentrating efforts on the most relevant and profitable terms, it becomes simpler to analyze results and adjust campaigns effectively. This also prevents budget dilution on low-performing keywords. Smart Bidding Bids were adapted based on observed performance: progressive increases on high-potential keywords (high conversion, controlled ACoS) and decreases on less profitable ones. The goal is to maximize return on investment while controlling costs. The use of match types (Exact, Phrase, Broad) was also calibrated to refine delivery. Excluding Irrelevant Keywords Regular monitoring allowed us to identify search terms generating clicks without conversions. These keywords were added as negative keywords to avoid unnecessary spend. This step, often neglected, is nevertheless essential to keep campaigns effective and profitable over time.