Advertising Challenge
Historically, the nebuliser brand had minimal advertising presence, relying only on occasional basic campaigns during peak seasons. This changed when the brand committed to optimising its Amazon content and sought to enhance its listings' visibility. RT7 Digital proposed a comprehensive test advertising strategy to establish a continuous, full-funnel advertising plan. This plan included dedicated budgets and fostering Amazon relationships to support sustained advertising efforts.
Campaign Goals and Objectives
The primary objectives of the Sponsored Ads campaign were ambitious:
Boost account revenue by 50%.
Maintain a Total Advertising Cost of Sales (TACOS) below 5%, with an initial TACOS of 1.2%.
Increase product visibility in Amazon search results with a click-through rate (CTR) of at least 0.34%.
Tap into New-to-Brand (NTB) sales to expand the customer base.
These targets were based on a thorough brand and competitor analysis, which provided insights into market trends, competitor strategies, and customer behaviour. Success metrics were aligned with the client's goals of increasing sales and market share on Amazon.
Approach and Strategy
RT7 Digital employed a multi-faceted strategy focused on Return on Ad Spend (ROAS) through Sponsored Ads. Recognising the brand's strong organic sales, the strategy aimed to enhance both sales and brand awareness by implementing a full-funnel marketing approach.
Key tactics included:
Comprehensive Keyword Strategy
Expanding beyond brand-related keywords to include specific product features and benefits, such as "portable electric nebuliser" and "portable nebuliser for adults," to reach a broader market segment.
Content Optimization
Enhancing product listings with improved branding, image selection, SEO keyword usage, title optimisation, and variation reviews. Split testing of main product images was conducted to identify higher-performing versions.
Sponsored Ads Mix
Utilizing Sponsored Products, Sponsored Brands, and Sponsored Display Ads to increase product visibility, and brand recognition, and drive sales. This approach ensured the brand reached customers at multiple touchpoints throughout their shopping journey.
Automation and Real-Time Data
Leveraging Amazon Marketing Stream for real-time campaign data, enabling precise automation and bid adjustments during high-conversion periods.
Targeting and Retargeting
Employing Sponsored Product Targeting to appear on competitor product pages, capturing high-intent shoppers. Sponsored Display Ads were used for retargeting, re-engaging potential clients who had previously shown interest in related categories.
Results
The campaign delivered impressive results:
Impressions
14.2 million impressions, driving a 0.56% engagement rate.
Sales
Achieved €1.2 million in total campaign sales, with a significant boost in total account sales by 46%.
Efficiency
Maintained an average ROAS of 24, outperforming the category benchmark of 17.62 in the 90th percentile.
These outcomes highlighted the campaign's success in maximising value, converting ad clicks into sales, and achieving financial efficiency despite a limited budget.
Key Learnings and Future Applications
The campaign provided valuable insights and key strategies to replicate success for other brands:
Full-Funnel Approach
Leveraging Amazon Sponsored Ads across awareness, consideration, conversion, and retargeting stages.
Comprehensive Keyword Strategy
Balancing brand terms, generic keywords, and competitor targeting to cater to different customer journey stages.
Content Optimization
Emphasizing the importance of SEO, high-quality images, and product listing enhancements to boost organic visibility and complement paid efforts.
Data-Driven Optimization
Utilizing Amazon Ads Console rules and third-party automation tools for efficient, real-time campaign management, with Amazon stream data for peak conversion optimization.
By implementing these adaptable strategies, RT7 Digital continues to drive impactful business outcomes and scale success for their clients, reinforcing their commitment to excellence in digital advertising.
