Background
The brand is a leader in Kitchen & Dining category and sells through Vendor Central. They were collaborating with traditional high street agencies but were not satisfied with the service, and results. Since Prime day is their single biggest sales event, and were not happy with the current performance, panicked and desperately looked for new partners. Two weeks before Prime day we accepted the challenge.
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The brand was interested in scaling sales, increasing reach, attacking competitors, and completely dominating their categories while keeping efficiency (ROAS) above $5 and within budgets per product. The challenge was how to scale operations so massively in a very short period of time and have detailed reporting on performance on a weekly basis.
Product-focused content
After analyzing the situation and receiving requirements and goals from the client we set priorities and worked in parallel due to the short time constrain. First priority was to clean up the account, remove and limit any wasteful spending, restructure and relabel everything to fit our management process. The second was keywords and competitors’ research, creating new campaigns from all types, especially testing different creatives for the Sponsored Brand ad type. And the third was including DSP into the mix, by launching new line items for remarketing, competitors brands targeting, In-market, and Lifestyle targeting line items. For all that massive operation appropriate budgets were assigned and reallocated as data started to flow in. On Prime Day we had the team covering the account 24 hours, adjusting budgets, bids, bids by placement, and launching new campaigns where needed on specific keywords on competitor niches.
The most successful Prime Day to date, moving close to $30M in products during the promotional period
We have created a custom Google data studio report that aggregates the data weekly from the Search and DSP consoles.
Traffic
- We had 292.2% increase in impressions
- 488.1% increase in clicks
- While increasing the Cost per click only by 1% from the previous month average
The majority of the traffic came from Sponsored products ads, followed by Sponsored brands and DSP.
Spend and Sales
- Spend increased by 494.1%
- Sales were up by 775.5%
- ROAS went from 4.6 to 6.91
Most of the investment was in Sponsored products ads, second Sponsored brands, and close third DSP.
Another critical metric that we follow is New-to-brand sales as a percentage of total ad sales. By implementing full-funnel marketing, we could lift the NTB sales from 7% to 26% only for Prime day. In the following month through the year, we constantly increased this peaking at 52% on Cyber Monday 2021.
Since we began working with this partner, we have achieved substantial growth inside of the account through advertising. Understanding best practices, proper structure, and the PPC trifecta are critical components in a successful advertising campaign.
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