Targeted a Top Competitor’s PDPs During Prime Big Deal Days to Garner Additional Sales
What We’re Celebrating:
We helped our client earn an additional $3.5K in sales during Prime Big Deal Days by targeting a main competitor through Sponsored Display (SD) advertising.
Due to our success, we continue to run this strategy during non-tentpole periods and tentpole events, earning our client an average of $4.9K in additional sales per month.
Overview:
GO works with a Health and Household brand that launched products in 4 new category segments in mid-2023. Since they’ve entered these segments, there’s been one main competitor who has been a consistent threat – this competitor often owns the first Sponsored Product (SP) placements within category searches.
During Prime Big Deal Days in October 2023, GO noticed this main competitor was owning the top spot on the Health & Household Deals page along with their typical SP placements. To take advantage of the influx of traffic this competitor was generating from these placements, our GO team knew we needed to target their product detail pages (PDPs) with a nuanced SD advertising strategy.
The Challenge:
Growing our client’s business in their new product segments while a competitor was dominating those categories during both non-tentpole and tentpole timeframes.
The Strategy:
When Prime Big Deal Days began, our GO team knew we had to actively look at other aspects beyond search to see how our client was performing in comparison to their competitors. Once we saw our client’s main competitor owning the top placement on the Health & Household Deals page, we knew we needed to redirect their traffic to our client’s products by contextually targeting the competitor’s PDPs with SD ads.
We ensured the products in our SD ads:
Were similar to the competitor’s products we were targeting so consumers could continue shopping for the exact items they needed.
Had lower price points than the competitor’s products we were targeting to entice consumers with a less expensive option.
Our SD creatives included lifestyle imagery that illustrated the efficacy of our client’s products, the products’ strong star ratings, Prime badging, event discounts, and additional savings customers would receive through Subscribe & Save.
The Results:
The SD contextual targeting ads we ran during Prime Big Deal Days helped our brand garner an additional $3.5K in sales. This made up 5% of our client’s total Prime Big Deal Days sales.
Due to the success of this strategy, we continue to target this competitor with SD ads during non-tentpole and tentpole events alike, earning our client an average of $4.9K in additional sales per month.
Seeing a competitor dominate your category?
Our Global Overview team has the resources, experience, and know-how to help you capitalize on your competitors’ successes. Contact us to learn how we can create a tailored competitor-targeting strategy for your brand.