GO Boosts Ad Performance of a Former Amazon Accelerator Program Brand
What we’re celebrating:
Comparing 30 days pre-GO transition to 30 days post-GO transition, we increased the brand’s new-to-brand (NTB) customers and sales by 50% and 40%, respectively.
We reallocated more budget toward Sponsored Brand Video (SBV) due to our success in utilizing the ad tool, aiding our SBV’s new customer acquisition numbers to hit 23% of the brand’s total NTB.
A successful and seamless transition from Amazon Accelerator to our agency.
Overview:
Global Overview works with a Growth AE in Germany that was interested in transitioning a Home Furniture brand over to us once their 90-day period with the Amazon Accelerator Program was over. The brand has a strong presence in several countries but had only been selling in Amazon EU for a couple of years, and they hadn’t dabbled in Amazon Ad tools beyond Sponsored Ads in Europe yet. The brand was interested in finding a partner who could support them with their search tactics and beyond, ultimately helping them invest in a full-funnel advertising strategy that meets their goals of increasing sales and growing new-to-brand customers.
The Challenges:
Though the brand wanted an experienced team to manage their Amazon business, they were unsure what the transition process would look like from the Amazon Accelerator Program to an agency.
The brand’s advertising efforts were in their early stages, and they needed a lot of fine-tuning, clean-up, and optimization.
The Strategy:
GO worked with the Growth AE to form a seamless transition process from the Amazon Accelerator Program to our agency. The process unfolded as follows:
Day 60 of the Amazon Accelerator Program:
The client was first introduced to GO and the possibility of partnering with us
GO began attending the client’s Amazon Accelerator Program offboarding calls, learning about their Sponsored Product, Sponsored Brand, and Sponsored Display strategies as well as their limited investment in SBV and Store Spotlight ads
Day 90 of the Amazon Accelerator Program:
The client’s last day with the program
Day 1 After the Amazon Accelerator Program:
GO held a kick-off call with the client and the AE to discuss all the nuances of the brand’s current ad strategy
GO took the reins from here with the goal of first improving the brand’s Sponsored Ad performance and then layering in DSP down the road
Once we had our hands on the keyboard, GO ran a thorough audit of the brand’s current advertising tactics to identify areas in which they could improve. We then executed the following strategies to boost their performance:
Campaign Cleanup: To make it easier to optimize & deliver insights to grow the business strategically, GO spent the first 30 days of management reorganizing the brand’s campaigns, transitioning them from containing multiple product categories and targeting types per campaign to segmenting them by category, brand, and competitor keywords.
Increase Brand Store Visits: GO leaned into Store Spotlight Ads and SBV because the brand was experiencing strong basket building on their Brand Store and we knew it could help them build awareness around key categories and products via their Best Seller, New Products, and Gifting pages.
Expand SBV: SBV was driving a lot of new customer acquisition, but the brand was only allocating 4% of their dollars towards that ad type because they didn’t have the resources or internal creatives to develop videos. To help them achieve their NTB goals, we educated them on SBV’s impact, introduced them to Amazon’s Video Builder tool, identified 15 priority ASINs to build assets for, and recommended upping their SBV allocation to 15%.
The Results:
After just 2 weeks of managing the brand’s ads, we were able to drive more sales with less spend compared to the previous month with Amazon management:
Additionally, when comparing 30 days pre-GO transition to 30 days post-GO transition, we increased the brand’s NTB customers and sales by 50% and 40%, respectively. 23% of NTB growth is due to the brand’s SBV campaigns.
While we initially only planned to dedicate 15% of spend toward SBV, the client’s quick turnaround in providing video assets and our ability to swiftly launch new campaigns allowed us to up that to 23%, further benefiting their new customer acquisition numbers.
Now that we’ve set a strong foundation with this client’s search ads, we’ve begun discussing the right approach in expanding their advertising mix to include Amazon DSP as well. At GO, our end goal is to make sure all our brands are investing in a full-funnel strategy in order to reach customers at every stage of the buying journey, so we have the talent to not just support our clients’ lower funnel tactics, but their upper funnel tactics as well.
Need support with your advertising efforts on Amazon EU?
Our GO team is ready to take on the challenge. Contact us today to see how we can optimize your current advertising strategy and potentially introduce you to new ad tools to help your brand’s performance go above and beyond.