Karcher uses sponsored ads to promote their new product line
Karcher, one of the world’s largest manufacturers of cleaning equipment, leveraged sponsored ads to grow their brand in India. Originally focused on professional cleaning machines targeted towards businesses, the company has now expanded its business to also cater to customers in India. In order to launch their new range of business-to-customer (B2C) products such as vacuum cleaners, high-pressure cleaners and steam cleaners, Karcher used sponsored ads to reach out to potential shoppers and expand this business.
Easy-to-use online tools
With sponsored ads, a brand can access a plethora of targeting options by which it can ensure that its ads reach relevant shoppers. In addition, with the advertising console, a brand can create a Store, which is a free customizable brand page on Amazon.in.
Karcher chose keyword-targeted ads to reach out to shoppers, both on desktop and mobile, who are searching for keywords such as “vacuum cleaners”, “hygiene products”, “house cleaning accessories” and many more. They also reached shoppers falling under particular interest segments, like health and personal care, baby products, and home and kitchen, using Product Display Ads* to reach out to a wide shopper base.
Boost in sales across mediums
With the onset of Amazon Ads, Karcher witnessed a boost in not just online sales but off-line sales as well.
“Advertising on Amazon using sponsored ads led to increased product visibility, which resulted in an unprecedented but welcome out-of-stock situation due to the high number of orders that poured in. Also, ever since we began advertising with sponsored ads, the brand has seen a considerable spike in product inquiries received by brand distributors across the country”, says Abhishek Pandey, Marketing Manager at Karcher.
The brand notes that as a result of its success with Amazon Ads, it will be diverting most of its marketing budget to an all-Amazon-based strategy and to sponsored ads in particular.
Surge in online sales
With sponsored ads, Karcher received more than 2500 product inquiries, and their ads were viewed more than 17MM times. Karcher has derived good value from using the advertising console product features extensively, with insightful reporting for taking actionable decisions.
“Amazon is a perfect platform for us to advertise our home and garden range of products, and with intuitive advertising such as sponsored ads, our products have achieved higher visibility and sales, which more than offset any ad spend”, says Mr. Pandey.
*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.