The Solution
We completed an audit of Safetots’ current and historical advertising activity on both their Merchant and Vendor accounts, to identify opportunities to both grow sales and also increase return on ad spend (ROAS). The Merchant advertising account was identified as the main driver behind poor performance, with the Vendor account also experiencing a similar downturn in performance.
We undertook keyword research and also reviewed historical search term reports, before creating Amazon PPC campaigns, segmented by product range, so that targeting bids could be optimised based on the profit margins of each range. Furthermore, this allowed for optimisation of placement bid adjustments, such as top of search, based on the performance of each product range in each respective placement.
Sponsored Brands campaigns were utilised to grow Safetots’ presence across Amazon, by running store spotlight campaigns targeted at shoppers exploring the wider baby safety category on Amazon. Sponsored Brands Product Collection campaigns were also created to showcase new product launches with improved quality and features in a top of search banner to increase the visibility of these products for key search terms to upsell shoppers onto newer products to minimise returns. Additionally, Sponsored Display campaigns were set up to retarget Amazon shoppers who had viewed Safetots’ products recently, but not yet purchased.
On Safetots’ UK Merchant account, we saw a return on ad spend (ROAS) increase of 224%, an ad sales revenue increase of 67%, and a cost-per-click (CPC) reduction of 56% in just over 6 months. On Safetots’ UK Vendor account, we also saw a return on ad spend (ROAS) increase of 123%, and overall across both Safetots UK Merchant and Vendor accounts combined we also saw a return on ad spend (ROAS) increase of 164% in just over 6 months, which transformed the profitability of Safetots’ advertising on Amazon.
Simultaneously, AYKO launched Safetots’ advertising in Europe on Amazon in France, Germany, Italy, Spain, and the Netherlands, which led to a 657% increase in ad-attributed sales revenue in Europe on Amazon within 6 months.
