Case study

AMC Audiences and Amazon Shopping Insights helped grow SimpliSafe’s ROAS by 109%

A man using a SimpliSafe security device

SimpliSafe is an advanced home-security company with the mission to protect every home. The brand offers whole home-protection technology including security systems, wireless outdoor cameras, smoke alarms, doorbell cameras and smart locks.

The brand has been leveraging Amazon DSP since 2021, and achieved major growth across the U.S. and U.K. with the help of their agency Buy Box Experts (BBE). To help SimpliSafe further drive brand consideration and purchases from new shoppers in the home-security category, BBE used the clean room solution Amazon Marketing Cloud (AMC) to generate unique audience insights and locate high-propensity audiences to reach.

Optimizing with help from AMC insights

BBE helped SimpliSafe subscribe to Amazon Shopping Insights, an AMC feature that allows advertisers to analyze ad-attributed and non-attributed conversions of advertised products in a flexible and tailored manner. Then, by leveraging AMC Audiences together with the subscription, BBE was able to build custom audience segments composed of those who engaged with the brand (detail page views, add to cart, add to wish list, add to registry, etc.) but had not seen SimpliSafe ads, and had not yet made purchases in the Amazon store or through the SimpliSafe site. The agency then launched a remarketing campaign to reach these group of audiences, with the goal to bring in new shoppers and drive incremental sales.

quoteUpAmazon Shopping Insights in AMC paired up with AMC Audiences have provided us with solutions that can help efficiently drive incremental sales for our brands, practising full-funnel advertising executions. This is a game changer for us as we can now compose the most profitable advertising media mix and reach the most relevant audiences for our clients, both on and off Amazon.quoteDown
– Dave Vermeulen, director of DSP strategy and growth, Buy Box Experts

Increasing advertising efficiency

During the four-week campaign, SimpliSafe observed their ROAS increase by 109%, and the cost per unit sold decreased by 65%.1 In addition, the campaign also drove the brand further toward the goal to reach new shoppers, with a 29% lift in percentage of new-to-brand purchases among total sales.2

quoteUpWorking with Buy Box Experts and these new features in AMC allowed us to test out our new strategy designed to drive incremental sales growth based on both advertising and retail signals. It’s an exciting opportunity for SimpliSafe, and we are inspired to explore more new ways to reach high-potential prospects using AMC.quoteDown
– MaryEllen Caruso, digital marketing manager, SimpliSafe

1–2 Source: Advertiser provided data, United States, 2023.