m19 Japan boosts Aster One’s sales by 569% through automated bid management

Goals

Aster One is a Japanese cosmetics brand best known for their innovative cream shampoo, Kamika. Since launching their products on the Amazon store in 2012, the company has focused on online sales. Initially, they managed ad operations in-house and successfully built a loyal customer base by maintaining steady sales of their original products. However, the launch of an improved, renewed version of their original product presented a new challenge: encouraging existing customers to switch to the updated version. The brand wanted to develop an effective keyword strategy to shift shopping interest toward their updated products while preserving their loyal customer base.

To address this, Aster One recognized the need for detailed advertising setup and adjustments at the Amazon Standard Identification Number (ASIN) level. However, managing this manually was time-consuming and prone to errors. As a solution, the company adopted m19, an AI-powered automated ad management tool from m19 Japan. The tool is equipped with features designed to maximize sales on Amazon, including automatic bid optimization that also takes search engine optimization (SEO) into account.

Approach

m19 Japan began by focusing on expanding the variety of non-branded keywords in Sponsored Products and Sponsored Brands ads. Previously, Aster One had limited success with non-branded keywords and primarily relied on branded keywords. However, with m19’s automation capabilities, Aster One was able to create multiple pairs of non-branded keywords and single ASINs. By predicting conversions for these pairs and making daily bid adjustments, m19 significantly increased the variety of non-branded keywords per product, leading to improved sales and return on ad spend (ROAS).

m19 Japan also utilized the remarketing feature of Sponsored Display to showcase Aster One’s renewed products to users who were viewing the original versions. This strategy increased visibility and established a seamless transition path for customers to move from the brand’s original products to the renewed versions.

“m19 Japan’s m19 tool automatically generates the best campaign structures for Amazon ads and excels in expanding the performance of non-branded keywords, which are often difficult to improve. Additionally, m19's detailed and user-friendly reports make it easy to identify and address underperforming products.”

—Tomoharu Yasuhara, Head of Mall Business Division, Aster One

Results

Within four months of implementing m19, Aster One achieved a 569%¹ increase in ad sales for renewed products. Additionally, non-branded keyword conversions increased from 9 to 533² and branded keyword variations increased from 114 to 680,³ all without increasing advertising cost of sales (ACOS). Despite a significant reduction in sponsored ads for original products to focus on renewed ones, sales for original products still increased by 102%.⁴ Moreover, since using m19, the number of branded keywords rose from 9 to 80,⁵ and ACOS significantly dropped from 67% to 20%.⁶

Sources

^1-6 m19 Japan, JP, 2023–2024.