Amazon offers a myriad of strategies for e-commerce brands to boost sales and brand visibility. Through detailed Amazon advertising case studies of brands like Roomify, Polar and Elevate Brands, this blog post delves into the unique challenges each faced and the innovative solutions they employed.
From automating massive product catalogs to leveraging machine learning for PPC optimization, these insights will give you a comprehensive view of what your e-commerce brand can do on Amazon’s advertising platform, too.
TABLE OF CONTENTS:
The Power of Amazon Advertising for E-commerce Growth
Amazon advertising is a powerful marketing option for e-commerce brands because of its ability to reach a highly targeted audience. People who are searching on this marketplace are ready to buy.
The platform’s vast data pool allows advertisers to target their ads towards consumers who are actively searching for products similar to what they offer. This precision targeting increases the likelihood of conversions, ensuring that your ad spend is allocated efficiently.
Moreover, Amazon advertising offers multiple ad formats, including sponsored products, sponsored brands and sponsored display ads, allowing e-commerce businesses to tailor their advertising strategies to their specific goals:
Whether you aim to increase product visibility, drive brand awareness or maximize sales, Amazon’s advertising tools can be customized to suit your objectives.
Additionally, the platform provides valuable performance metrics and analytics, enabling marketers to continually refine and optimize their campaigns for better results.
The Benefits of Studying Amazon Advertising Case Studies
Examining case studies offers a detailed understanding of tactics that have proven successful for various brands, allowing businesses with similar goals learn from others. By analyzing these real-world examples, companies can refine their own strategies and harness the full potential of the Amazon marketplace.
Here are the top benefits of studying Amazon marketing strategy case studies:
- Real-World Insights: The best Amazon advertising campaigns case studies offer valuable real-world examples of successful campaigns, showcasing how businesses leveraged the platform to achieve their goals. Studying an Amazon ads case study provides a deeper understanding of the strategies and tactics that work, offering actionable insights that can be applied to your own advertising efforts.
- Benchmarking: By examining an Amazon PPC case study, you can benchmark your own campaigns against industry standards and best practices. This helps you assess your performance, identify areas for improvement and set realistic goals for your e-commerce business.
- Get Inspiration: E-commerce advertising success stories often feature innovative and creative approaches to Amazon advertising. They can inspire new ideas and strategies for your own campaigns, helping you stand out in a competitive marketplace.
- Avoid Pitfalls: Learning from the mistakes and challenges faced by other businesses in Amazon advertising case studies can help you avoid common pitfalls. This can save you time and resources by steering clear of strategies that may not be effective or cost-efficient.
- Understand Trends: Amazon’s advertising platform is continually evolving, with new features and trends emerging regularly. Real-world Amazon advertising results keep you up to date with the latest tactics in Amazon advertising so that your campaigns remain relevant and effective.
- ROI Assessment: An Amazon advertising case study often includes data on return on investment (ROI) and performance metrics. This information can assist you in evaluating the potential ROI of your own Amazon advertising campaigns, making it easier to allocate your budget effectively.
- Audience Targeting Strategies: Amazon PPC success stories frequently highlight successful Amazon advertising strategies. Understanding how businesses segment and reach their target audiences can improve your own targeting efforts, resulting in more effective Amazon ad campaign ROI.
- Competitive Analysis: By studying how your competitors have utilized Amazon advertising, you can gain insights into their strategies and positioning. This knowledge can inform your own advertising approach.
- Optimize Ad Formats: Different ad formats are available on Amazon, such as sponsored products, sponsored brands and sponsored display ads. Case studies can provide guidance on which ad formats are most effective for different goals and industries.
- Measure Success: Case studies often outline key performance indicators (KPIs) and how they were tracked. This can help you establish clear KPIs for your own campaigns and learn how to effectively measure success on the Amazon advertising platform.
7 In-Depth Amazon Advertising Case Studies to Inspire Your E-commerce Brand
Nearly half the sellers on Amazon earn between $1,000 and $2,500 monthly:
But if your business is already at that point, you’re probably ready to optimize your current Amazon promotion strategy.
This is where Amazon advertising can help. This platform offers different advertising tools to bring more leads down the sales funnel while providing customization, increasing sales, saving on ad spend and staying on brand.
Creating an Amazon ad strategy to appeal to your customer base can be difficult. That’s why it’s a great idea for businesses to examine case studies to see which tactics worked for similar stores.
Here are 7 successful Amazon advertising case studies and what these companies did to experience revenue growth.
Roomify: Sponsored Products
Buying furniture takes a toll on one’s financial health, especially for college students and anyone renting their first apartment. But Roomify offers an alternative to furniture shopping on a budget. From functional furniture items such as desks, to decorative pieces such as headboards, they provide an affordable way to furnish any living space.
However, Roomify’s Amazon page is up against other better-known competitors that generate traffic from Millennials and Gen Zs, which make up most of their market share. That’s why they decided to increase ad spending to drive traffic and increase sales, specifically on Amazon.
The Challenge: Creating a Budget-Friendly Advertising Plan
Even though Roomify is rapidly growing, they’re still in the start-up phase. This means they only have limited resources for each advertising channel. To gain more customers, they knew they needed a full-service advertising team to optimize all of Amazon’s tools, especially during their peak sales season.
Strategies: Leveraging Sponsored Products and Product Listing Optimizations
The advertising team created an ad strategy consisting of sponsored product ads and optimizing their product listings to make them one of the top sellers. Sponsored ads were placed at the top of Amazon’s SERPs to increase conversions and CTRs.
The Amazon marketing team also made some changes to Roomify’s current optimizations. They improved product listings with optimized product descriptions and high-quality images. Furthermore, they targeted each listing with ranking keywords, so a potential customer could easily find the brand’s Amazon page in organic search.
In addition to these strategies, the advertising team created an email drip campaign to optimize positive reviews and feedback while staying compliant with communication policies for Amazon customers.
Results: Significant Increase in Amazon Sales and ROI
Roomify’s comprehensive strategy resulted in a 273% increase in revenue, 80% of that from the sponsored products:
Into the third month of the campaign, the brand experienced half of their sales from their Amazon page. Since the ads brought in more clicks and new customers, their seller rank increased, generating more sales from organic search results.
The resulting return on ad spend was double that of Google and Bing, and over double the projected goal. The brand still made a positive ROI and was able to 2X their ad spend to attract more potential customers.
Dive Deeper:
* PPC for E-commerce: 8 Effective Best Practices
* E-commerce SEO for Product Pages: 15-Point Checklist to Boost Traffic and Sales
* E-commerce Advertising Strategy: How We Doubled PPC Sales for ThinSlim Foods (with a 3X+ ROAS)
Polar: Machine Learning
Polar is a sports technology company that creates innovative products for customers such as athletes and coaches.
The brand first emerged in the market with fitness technology, such as their digital heart rate monitors, and have expanded their catalog to include watches and other wearables that track activity levels. Their wearables sync with the brand’s app, so athletes and fitness enthusiasts can always stay on top of their exercise goals.
Despite their massive fitness market share, Polar needed to fight the competition and capture leads through Amazon ads.
The Challenge: Enhancing Amazon Ad Performance and Efficiency
Polar’s Amazon ads weren’t performing up to the level they needed to fight other fitness wearable and technology giants.
Though enhancing brand visibility was crucial, they wanted to approach Amazon ads in a smart way to cut costs and generate a better conversion rate while maintaining an impressive ROAS. They specifically needed to target the European market based on their demographics, analytics and the brand’s location in Germany.
Strategies: Harnessing Machine Learning for Amazon PPC
Polar collaborated with a paid ad company that uses machine learning to create and manage Amazon PPC ads. The advertisers did this by streamlining and automating many aspects of the PPC process, such as adding new keywords and tracking relevant KPIs.
The paid ad brand originally only worked on Amazon ads for the Europe market, but quickly expanded to their U.S. market to generate leads for new customers internationally.
Results: Boosted Conversion Rate and Customer Engagement
With this machine learning approach, the advertisers generated 1,982 new conversions. These conversions were applied to more than 118 products in over six countries. They optimized 2,200,000 bids while reducing the previous workload Polar devoted toward their Amazon ads.
Dive Deeper:
* Beginner’s Guide to Amazon PPC Ad Campaigns
* Amazon Advertising: A Beginner’s Guide to Maximizing Sales
* How to Use Amazon Reviews for Content and Product Development
Elevate Brands: Ad Data Organization
Elevate Brands is one of the most unique e-commerce companies. They purchase brands on the Amazon marketplace and elevate them using various scalable techniques that align with business goals. This may include offering partnerships or buying out businesses entirely.
The company offers transparency throughout the entire process, making this an excellent solution for small businesses struggling to take their brand to the next level. Even though they provide many resources to small business owners, creating ads for numerous companies proved to be a serious challenge.
The Challenge: Streamlining Data Analysis Across Multiple Amazon Stores
Elevate Brands tried to pull data from 35 different companies when they started their advertising strategy on the Amazon marketplace. They were waiting weeks to receive insight and needed a solution that tracked the right metrics on one platform. They also wanted this data to be available immediately, so they could adjust their campaign when required.
Strategies: Migrating all Advertising Data to Cloud Solutions
The brand contacted an ad and analytics company operating on the cloud. The cloud company could take data from all 35 companies and place it on a single dashboard, which allowed Elevate Brands to see how many ad impressions each company generated.
They pulled and organized all advertising data on their cloud platform, updating all metrics automatically. The platform offered a very visual dashboard that was easy to read, ideal for the advertising team to change their bid strategy when needed.
Results: Integration of 500+ Data Sources for Holistic Analysis
Elevate Brands had a combined total of over 500 data sources from over 35 companies:
The cloud company combined all this data on one platform, and they were able to make changes and experiment with different advertising strategies while receiving timely updates.
Dive Deeper: 10 Easy Product Page Design Strategies That Will Boost Your Conversions
Ultra*: High-Converting Products Targeting
Though not their real name, Ultra is an e-commerce company specializing in home goods with outdoor furniture being one of their biggest customer favorites. They wanted to increase their revenue and knew they could do that with the best Amazon PPC strategy. The problem was that their PPC management needed a complete overhaul.
The Challenge: Achieving a 7-Figure Revenue Milestone
Ultra was sitting at a 6-figure revenue with a 7-figure goal in mind. However, the overall performance of their Amazon PPC management was less than perfect. Their bidding strategy, search results and keyword management, and overall campaign structure all needed to change.
The specific campaign challenges that they faced were:
- Poor search engine term management
- No bid optimization
- Poor campaign structure
Strategy: Innovative PPC Techniques and Campaigns
Ultra contacted an Amazon PPC management company to improve their advertising strategy. The strategy was simple: apply new PPC techniques and tools while keeping advertising cost of sales (ACoS) at a single digit.
First, the advertisers invested in various types of ads, including:
- Headline search engine ads
- Seller Central sponsored products campaigns
- Vendor Central sponsored product listing
- Display ads
To target the pain points, the PPC management company increased bids on high-converting items and decreased bids on low-converting products, turned keywords with high ACoS into negative keywords, and completely reorganized their campaign.
The company also split the campaign into auto and manual targeting, adding the negative keywords to the auto campaign while adding the best customer-converting keywords to the manual campaign.
Results: Hit 7-Figure Revenue Target
In this Amazon marketing strategy case study, Ultra achieved 7-figure revenue and enhanced visibility. The successful Amazon PPC search engine strategy yielded 561,215,398 impressions and 2,898,012 clicks, with a 0.52% CTR:
Not only that, but the PPC management company saved Ultra lots of money on their campaign. The spend-to-sales ratio was 1/14 and their ACoS was 7.14%.
Just want someone to do the work for you? Single Grain’s Amazon Ads experts can help!👇
Fliegende-Pillen.de: Ad Automation
Fliegende-Pillen.de is the online mail-order service for Birken Pharmacy. They wanted to switch to Amazon to promote their brand, using their impressive search and advertising capabilities. But there was one issue – they offer customers over 70,000 pharmaceuticals. From their research, using Amazon PPC for all these medications would be a problem.
The Challenge: Streamlining Ad Creation for Extensive Product Catalog
If the company was going to invest in an Amazon search and advertising strategy, they couldn’t achieve this manually. With over 70,000 pharmaceuticals, the mail-order pharmacy needed to scale its process to research and promote its massive product catalog and implement ads for its inventory.
Fliegende-Pillen.de specifically needed an Amazon advertising partner to manage large volumes of data, monitor bids and make adjustments several times daily, taking action when required.
Strategy: Automation and Data-Driven Decisions
With their unique challenges, the mail-order pharmacy store needed an advertisement and search company with expertise and empowered by automation. They hired an Amazon advertising company to optimize their ads on the e-commerce giant.
The Amazon ads company automatically adjusted thousands of bids, saving the company hundreds of hours.
Results: Maximized Efficiency, Cost Savings and Ad Performance
By automatically adjusting bids, the Amazon ad company was able to use its automation expertise to scale 74,000 bids and deliver over 900 keyword suggestions, all while achieving a -33% ACoS. This saved Fliegende-Pillen.de 246 hours in three months.
Dive Deeper:
* 7 Pro Tips for Retailers to Capitalize on Amazon’s Prime Day
* How to Set Up Your E-commerce Product Page for Maximum Conversions
Stur Drinks: Ad Campaign Structuring
Stur Drinks proves that a family-owned store focused on healthy living can develop a devoted customer base and earn serious sales.
Formed by Neel Premkumar, this company makes naturally flavored water enhancers. His goal initially was to encourage his wife to drink more water while she was pregnant with their twins.
Premhumar made the water enhancers in his own kitchen, but then he realized he had made a hit product. Even in the early stages of his company’s development, he started selling his water enhancers on Amazon, where he began seeing actual product sales.
With the right Amazon marketing strategy, his company took off. So what else did this small business success story need?
The Challenge: Optimizing Ad Campaigns for Higher ROI
As a small store, Stur Drinks was handling a large part of its advertising and search campaigns themselves. They spent hours working on their Amazon ads and weren’t getting the needed return.
When they realized that Amazon ads weren’t meant to be a one-person show, they onboarded an advertising company to fine-tune their campaign.
In addition to these challenges, the company also wanted a sales increase from their ads and a better ACoS. They wanted to put their focus on creating the product rather than using technology to find customers.
Strategy: Intelligent Ad Campaign Structuring and Targeting
The advertising agency noticed a significant issue during their audit on Spur Drinks – their campaign lacked structure. That’s why the agency created a cost-saving smart ad campaign that focused on auto and manual structures.
The company automatically handled keywords, ad search and product listings and took a manual approach to fine-tune the best-converting keywords.
The specific strategies the advertising company applied include:
- Expanding advertising campaigns in Seller Central
- Optimized bids that hit the target
- Rolled out Amazon Marketing Service campaigns
- Optimizing keywords with a high ACoS
- Pulled out negative keywords
- Worked on Amazon Sponsored Products account structure
- Improved the reporting structure
Results: 50% Increase in Revenue and Brand Visibility
The results were more than what Spur Drinks had requested. Their revenue grew by 50% while the advertising agency cut their ACoS by half. They also experienced a 9% increase in reviews, many of which were five-star reviews.
Dive Deeper: How to Improve Your Amazon Ads to Increase Sales
Baby Sweets: Automated Keyword Management
Baby Sweets is a company that sells clothing for babies and toddlers, with a customer base consisting of parents who want stylish and safe clothes for their children. Founded in 2016, they are a rapidly growing company, selling over 700 products.
The Challenge: Navigating Amazon Advertising with Limited Experience
Even though Baby Sweets is popular among its stylish parent customer base, they’re still a startup. They lacked the experience to create effective advertising and search campaigns with their enormous catalog. The team also went back and forth between automatic and manual campaigns, wasting many hours and not achieving their ACoS.
The ads also weren’t leading to the desired increase in sales, so the hours spent on their campaign were largely wasted.
Strategy: Leveraging Automation and Expert Insights
The company quickly realized they needed a fully automated solution to Amazon advertising and search, but required professional help to make this happen. They found one Amazon ad company that fully automated the addition and exclusion of keywords and completed thousands of bid adjustments.
Results: Improved Conversion Rates and Optimized ROI
The Amazon ad company increased their daily conversions by 223%, resulting in an 11% increase in ROI and additional cost savings:
Since Baby Sweets switched to an automated solution, they saved 167 hours. Automation also helped them add and exclude over 2,000 keywords for search advertising.
Dive Deeper:
* 4 Amazon Ads Trends You Can’t Ignore
* Amazon Basics: Why You Need Automatic and Manual Campaigns
* What Amazon’s Marketing Strategy Can Teach SMB Owners
Ready to Elevate Your Own Amazon Advertising Campaigns?
What do these Amazon advertising case studies prove? All store owners on Amazon should invest in an advertising campaign for explosive growth. But with so many sellers on the e-commerce platform, advertising competition can be very challenging.
By looking at advertising case studies like those described above, businesses can see which tactics worked for other brands in their niche. From automation to optimizing product listings, there are plenty of ways to dominate the competition and direct leads quicker down the sales funnel on Amazon.
