Using Sponsored Display to protect our client’s PDPs and yield additional sales
What we’re celebrating:
GO launched a Sponsored Display (SD) Brand Protection campaign that helped our client earn $37K in additional ad-attributed sales in just 2 months.
Through this campaign, GO reduced the number of competitors popping up on our client’s product detail pages (PDPs) while also increasing basket building.
Overview:
GO manages a health & personal care brand that had a sizeable number of competitors owning placements on their PDPs via SD ads. To prevent competitors from further conquesting our client’s customers, we launched a new SD Brand Protection campaign that had 18 of the client’s ASINs targeting their own highly-trafficked items. SD was essentially uncharted territory for our client (they had only run one SD campaign in the past), but we were confident it would help remove competitors from their detail pages, reduce missed sales, and promote basket building by introducing new and loyal customers to different products.
The Challenges:
Competitor brands were acquiring customers that were shopping our client’s products by appearing on our client’s PDPs
Our client had gaps in their advertising mix because they had hardly ever used SD, giving competitors the chance to execute offensive tactics against them
Our client had few cross-selling strategies in place, resulting in a less-than-optimal sales performance
The Strategy:
We launched an SD Brand Protection campaign where we selected 18 ASINs to target items within our client's own product portfolio. The 18 ASINs we selected were a mix of strong-performing products, lesser-known products within one of our client’s fast-growing category segments, and products that helped drive profitability. We then chose the targeted ASINs by pinpointing highly trafficked products whose large visitor counts would result in having more people see our ads, click on them, and convert.
We executed this strategy because we knew it would be a cost-effective way to take SD placements on our client’s PDPs away from competitors and decrease missed sales. We also crafted this campaign to encourage customers to add more items to their carts, and we accomplished this by ensuring the ASINs in the campaign complemented the ASINs we were targeting.
The Results:
This strategy was extremely effective in reducing competitors on our client’s detail pages and boosting sales. During the campaign’s 2-month run, we only spent $694 to achieve $37K in ad-attributed sales.
We also saw powerful results when we isolated the data to the top-performing ASINs.
The brand’s best-performing ASIN in the first month of this campaign spent $19.18 for $988 in ad-attributed sales and the best-performing ASIN in the second month of this campaign spent $34.98 for $2,396 in ad-attributed sales.
We hypothesize that these ASINs did the best because they paired extremely well with the ASINs we were targeting, resulting in strong cross-selling performances.
Are competitors going after you via SD?
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