Overview
This case study details Pari Medical DE's strategic use of Amazon Ads solutions to increase revenue growth for the channel. Pari Medical DE, a prominent global entity in nebuliser devices for cystic fibrosis and respiratory therapy, sought to achieve considerable growth within a highly competitive market. To this end, a holistic methodology encompassing both organic and paid advertising approaches was implemented. The ensuing results were demonstrably significant, illustrating Amazon's advertising platform's capacity to foster substantial business development even in intensely competitive environments. This case study will explore the techniques utilized and will demonstrate the efficacy of a comprehensive advertising strategy in attaining notable achievements.
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PARI DE, a leading manufacturer of medical devices specializing in inhalation technology, has built a trusted reputation among healthcare professionals and patients worldwide. With decades of experience, PARI is renowned for its commitment to developing high-quality, innovative inhalation devices designed to effectively deliver medication to the respiratory system. These devices play a crucial role in improving the lives of patients with respiratory conditions such as asthma, chronic obstructive pulmonary disease (COPD), and cystic fibrosis. Engineered with advanced technology and user-friendly features, PARI's products ensure optimal drug delivery and ease of use, setting a high standard in respiratory care.
The Amazon Challenge:
Pari Medical DE faced the challenge of enhancing account performance and expanding market share for their compact nebulizers in the German marketplace. Key obstacles included historically low ad sales, limited brand presence, and initial skepticism towards Amazon advertising, which had previously resulted in no advertising spend.
To address these challenges, RT7 Digital implemented a comprehensive strategy that seamlessly integrated both organic and paid tactics. This approach below was designed to maximize visibility, drive sales, and establish a stronger presence for Pari Medical DE in the competitive marketplace:
Sponsored Products: Targeting users across the search funnel with Automatic and Manual targeting.
Sponsored Brands: Increasing brand awareness with Product Collection, Spotlight, and Video ads.
Sponsored Display: A comprehensive retargeting strategy was employed using, as well as ASIN Targeting and Cross-Selling tactics.
Listing Optimization: Enhancing product discoverability organically through compelling titles, detailed descriptions, and high-quality images.
This full-funnel strategy aimed to capture users at every stage of the purchase journey.
Key Strategic Decisions:
Budget Allocation: To support the campaign's objectives, the budget was increased by 430%
Data-Driven Optimization: The strategy leveraged 3rd party research software tools for keyword and ASIN research, as well as for category and keyword analysis. Amazon Marketing Stream was integrated to provide near real-time campaign data, enabling precise automation and adjustments to bids and budgets.
Refined Targeting: A comprehensive keyword selection strategy was implemented, including brand-related keywords and relevant, refined keywords targeting specific product features and benefits.
Implementation
The campaign ran from August 2023 to August 2024 in Germany.
Remarkable Results:
Revenue Surge: Total account sales improved by 65% YoY. Total ad sales increased by 350%.
Improved Efficiency: Total Advertising Cost of Sale (TACOS) was below 2%, and ACOS was 5%.
Increased Visibility: Best Seller Rank (BSR) improved to 13 from a ranking outside the top 100. The campaign achieved 18.42m impressions and 108,330 clicks, with a CTR of 0.59%.
New-to-Brand Success: New-to-Brand (NTB) sales contributed 10% to the total sales.
Improved Engagement: The engagement rate improved by 33%, and the campaign achieved a Conversion Rate (CVR) of 27.6%.
Conclusion & Future Outlook:
This case study demonstrates how a well-executed Amazon Ads strategy can drive significant growth for a challenger brand in a competitive market. Despite initial challenges, Pari Medical DE achieved impressive results by leveraging a full-funnel approach, strategic keyword targeting, content optimization, and data-driven insights. These strategies offer valuable lessons for other advertisers looking to scale and replicate success.
