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Happy Beds

Solution:

Digital marketing strategies and account management across marketplaces delivering impactful results

Services:

Digital marketing strategies and account management across marketplaces delivering impactful results
Overview:

Founded in 2010, Happy Beds provide affordable, stylish, and modern pieces of furniture that bring any bedroom to life such as Ottoman Storage Beds, TV Beds, and Children's Bunk Beds.

The Challenge

Prime Day was recognized as a crucial occasion to leverage the heightened traffic on Amazon during the event.

A strategic plan was essential to efficiently meet the increased demand, especially considering the competitive landscape where other brands on Amazon are also intensifying their advertising and promotions during Prime Day. Failure to closely monitor this could result in escalated advertising costs relative to sales.

The Challenge

Prime Day was recognized as a crucial occasion to leverage the heightened traffic on Amazon during the event.

A strategic plan was essential to efficiently meet the increased demand, especially considering the competitive landscape where other brands on Amazon are also intensifying their advertising and promotions during Prime Day. Failure to closely monitor this could result in escalated advertising costs relative to sales.

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Solution & Results

Although no discounts, coupons, or vouchers were implemented, there was a 291% rise in spend compared to the corresponding period in the prior month. This increase was partially achieved by elevating bids and placement modifiers by 25-35% in response to heightened competition from other brands.

As a result, budgets for campaigns were also increased 50-75% to ensure that campaigns did not run out of budget during over the two days of increased traffic on Amazon. The other increased spend came from re-marketing and category targeting campaigns. We also set up category targeting campaigns to raise awareness of the Happy Beds brand to shoppers browsing sub-categories of Home Furniture, such as Bed Frames or Kids’ Beds, as the increased traffic over the Prime Day event represented a large opportunity to win new to brand customers.

A proactive Sponsored Display retargeting campaign was established with a 7-day lookback window to re-engage customers who had visited a product's detail page during Prime Day. Historical data indicated that if a shopper does not purchase Home Furniture items, like Beds, within 7 days, the likelihood of a purchase decreases. Therefore, it was crucial to leverage the heightened traffic during the Prime Day event. This approach led to sustained growth in conversions in the days following Prime Day

168%

increase in ad orders compared to the same period in the previous month (MoM)

238%

increase in ad sales revenue compared to the same period in the previous month (MoM)

Solution & Results

Although no discounts, coupons, or vouchers were implemented, there was a 291% rise in spend compared to the corresponding period in the prior month. This increase was partially achieved by elevating bids and placement modifiers by 25-35% in response to heightened competition from other brands.

As a result, budgets for campaigns were also increased 50-75% to ensure that campaigns did not run out of budget during over the two days of increased traffic on Amazon. The other increased spend came from re-marketing and category targeting campaigns. We also set up category targeting campaigns to raise awareness of the Happy Beds brand to shoppers browsing sub-categories of Home Furniture, such as Bed Frames or Kids’ Beds, as the increased traffic over the Prime Day event represented a large opportunity to win new to brand customers.

A proactive Sponsored Display retargeting campaign was established with a 7-day lookback window to re-engage customers who had visited a product's detail page during Prime Day. Historical data indicated that if a shopper does not purchase Home Furniture items, like Beds, within 7 days, the likelihood of a purchase decreases. Therefore, it was crucial to leverage the heightened traffic during the Prime Day event. This approach led to sustained growth in conversions in the days following Prime Day

168%

increase in ad orders compared to the same period in the previous month (MoM)

238%

increase in ad sales revenue compared to the same period in the previous month (MoM)

The Challenge

The task for Ayko was to identify how to cut wasted ad spend without decreasing sales revenue on either marketplace and as a result significantly boost the ROAS across both Amazon and eBay.

The Challenge

The task for Ayko was to identify how to cut wasted ad spend without decreasing sales revenue on either marketplace and as a result significantly boost the ROAS across both Amazon and eBay.

Our Approach

Our approach was first to understand the current state of play, allowing us to focus on where optimisations were possible across the Amazon and eBay advertising campaigns, looking to improve efficiency and performance across both platforms.

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AYKO conducted free Amazon and eBay ad audits to identify areas of inefficiency.

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Low-performing campaigns were paused, and new PPC campaigns with better targeting were created.

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With a strategy based on transitioning to exact, phrase, and product match campaigns, reduced cost-per-click by 75%.

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Amazon listings were optimised to improve organic rankings, leading to a 40% increase in click-through rates and higher conversion rates.

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Results

Within 2 months, Happy Beds' average ROAS had increased by 436% from 1.5 to 8.0 as a result of AYKO's Marketplace management.

436%

ROAS Increase

53%

Decrease In ACOS

67%

Decrease In Ad Spend

51%

Increase In Ad Sales Revenue

Results

Within 2 months, Happy Beds' average ROAS had increased by 436% from 1.5 to 8.0 as a result of AYKO's Marketplace management.

436%

ROAS Increase

53%

Decrease In ACOS

67%

Decrease In Ad Spend

51%

Increase In Ad Sales Revenue

The Challenge

Our Approach

Our approach was first to understand the current state of play, allowing us to focus on where optimisations were possible across the Amazon and eBay advertising campaigns, looking to improve efficiency and performance across both platforms.

1

AYKO conducted free Amazon and eBay ad audits to identify areas of inefficiency.

2

Low-performing campaigns were paused, and new PPC campaigns with better targeting were created.

3

With a strategy based on transitioning to exact, phrase, and product match campaigns, reduced cost-per-click by 75%.

4

Amazon listings were optimised to improve organic rankings, leading to a 40% increase in click-through rates and higher conversion rates.

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Solution & Results

Within 2 months, Happy Beds' average ROAS had increased by 436% from 1.5 to 8.0 as a result of AYKO's Marketplace management.

436%
ROAS Increase
53%
Decrease In ACOS
67%
Decrease In Ad Spend
51%
Increase In Ad Sales Revenue