Wilton hires Rise Interactive to drive sales in 2018

The challenge

Wilton, an innovative leader in bakeware and decorating tools, sought to accelerate its flourishing Amazon business in 2018 after experiencing strong performance in 2017. When Wilton attempted to scale their spend in 2018, however, the company ran into challenges with efficiency. To address these challenges and help scale advertising results, Wilton partnered with Rise Interactive.

The strategy

  • Generated granular account structure: Restructured the account and generated over 1.2K unique campaigns (up from 31 when the account transitioned) and over 7.7K unique keywords (up from 1,056 unique keywords).
  • Negative keyword implementation: Removed duplicative keywords and implemented comprehensive negative keyword strategy to minimize overlap between campaigns, keywords and bids to better control CPC (cost-per-click).
  • Optimised product mix: Prioritised the mix of advertised products based on which products showed the best conversion while meeting efficiency goals.

The results: Q3 2017 vs. Q3 2018

With this more granular account structure, Wilton’s revenue grew 93% year on year.


  • Grew revenue 93% with a more granular account structure
  • Increased to 7.7K unique keywords and 1.2K campaigns