Compared to PPC, display advertising is a form of advertising that enables an even larger and broader address of potential customers. In this case, even outside of Amazon! It starts at a different level of the sales funnel and enables unique revenue growth.
By setting up a granular campaign structure with a three-part focus on remarketing own products, remarketing competitor products and building awareness, an increase in efficiency was achieved. With an initially unchanged budget, the total ROAS (total return on advertising spend) could be more than doubled, almost tripled. The client was so pleased with the results that he agreed to a 50% increase in the budget and, a few months later, to extend the campaigns to other European marketplaces. On these marketplaces, very good results were achieved with the same strategy. As a result, the budget was increased more and more and the turnover could be increased from month to month.
The client approached us in the autumn to analyse their DSP campaigns, as they were not satisfied with the profitability and set-up of the campaign. The campaigns had previously been managed by Amazon for 15 months and had a TROAS of 6.6. The ads were served both on and off Amazon.
In the analysis of the campaign, the DSP team noticed that some target groups were addressed in the campaign that were too general and thus contained considerable wastage. On the other hand, other target groups that were doing very well were addressed less. In addition, the target groups were not neatly divided, which meant that a granular structure was not recognisable and obviously led to problems during optimisation. This was communicated to the client and the staff in charge, but no optimisation was carried out.
For this reason, the client commissioned us to set up the campaign according to our ideas in order to eliminate these problems and lead the campaign to greater success. Specifically, his idea was that the TROAS should climb to over 10. The budget should be the same as in the previous campaign.