Managing Amazon Advertising in a Competitive Category
Having faced challenges in a competitive category, a well known cosmetic retailer called on OmniiX to help manage their sponsored pay-per-click advertising on Amazon.
THE CHALLENGE:
e.l.f. Cosmetics sought to continue their growth and increase revenue on Amazon by investing in paid advertising efforts. The challenge was for OmniiX to develop an advertising strategy that would be successful in a highly competitive category.
THE APPROACH:
OmniiX developed an advertising strategy using both Sponsored Brand Ads and Sponsored Product Ads to increase impressions, collect data and increase ROI. The strategy was broken into three phases, each intended to move e.l.f. Cosmetics closer to their overall goal:
– The objective of phase one was to increase impressions and improve branding. There was a high focus on direct correlation and branded search terms, automatic campaigns and Sponsored Brand and Product Ads.
– During phase two we focused on collecting and analyzing data across consumer purchasing patterns, converting search terms, ROI of all related keywords and the benefits of our holistic branding efforts.
– In phase three we focused on increasing ROI through ad optimization efforts including: bid adjustments at a keyword specific level, adjusting campaign spending based on profitability and continuing market testing across campaigns.
THE RESULTS:
Overall, the results of our advertising efforts were overwhelming successful with notable increases in clicks, impressions and conversions. Despite increased competition, we were able to maintain an average ROAS of over $2.00 for the last six months. This is especially noteworthy as competitive costs more than doubled in those months. In the future we will continue to focus on the products we market and which targeting we use. Doing so will further increase ROAS and continue to support e.l.f. Cosmetic’s growth goals.
Cliente.l.f. CosmeticsServicesAd Management, Ad Creation, Ad Optimization, Bid ManagementYear2017-2019
