Versuni discovers the power of an always-on strategy with Amazon Ads in Saudi Arabia

Versuni and Amazon Ads collaborated to design a mid- and lower-funnel advertising strategy across Philips Domestic Appliances’ product portfolio during Q4 2022. This approach ensured that marketing efforts weren’t just limited to the top-level awareness phase during key moments, but were consistently active during the crucial customer decision-making and purchasing stages throughout the entire year.

During the implementation of this always-on strategy, responsive e-commerce creatives (RECs) played a significant role. These RECs are intelligent, adaptable digital advertisements designed to resonate with customers based on their interests. One of the key functionalities of the RECs is their ability to identify and engage users who are actively seeking products within the main categories of Philips Domestic Appliances offerings. For example, these users could be individuals in the midst of researching kitchen appliances and comparing options, or shoppers who have shown interest in the Philips Domestic Appliances brand but haven’t yet made a purchase.

The RECs were also configured to reappear to users who had browsed through the detail pages of Philips Domestic Appliances–branded products but didn’t complete a purchase. This strategy, often referred to as remarketing, aims to remind potential buyers of the products that interested them, helping them toward finalizing their purchase.

By creating a persistent presence, beyond the peak buying seasons and promotional periods, this strategy helped Philips Domestic Appliances products remain top of mind for consumers.

The Versuni and Amazon Ads collaboration brought about a significant change in campaign performance for Philips Domestic Appliances in Saudi Arabia. The return on ad spend increased significantly for Philips Domestic Appliances, representing a 938% improvement throughout 2022 compared to previous event-based campaigns.¹ This performance was also an impressive 66% higher than the industry benchmarks seen in the same product category in Saudi Arabia.²

The detail page view rate, which measures how many people visited the detailed product page after seeing the ad, was 3X higher than the average for small kitchen appliances. In other words, three times more people clicked on the ad to check out the product details, a strong indicator of purchase intent.

Finally, the campaign also enabled Versuni to engage new customers, with 68% of purchasers being new to the brand.³ It also increased the volume of branded searches by 1.5X,⁴ indicating that more people were actively looking up Philips Domestic Appliances products on Amazon.sa.