Itsumo uses various Amazon Ads products for Yoshinoya and also actively adopts Amazon Ads features that are newly available in Japan. Whenever a new Amazon Ads product or feature is released, Itsumo calculates the potential impact from its adoption before submitting a proposal to Yoshinoya. Even after bringing in a new Amazon Ads product or feature, Itsumo carefully checks the exposure and keywords of ads to verify whether the results are as expected, and regularly gives updates to Yoshinoya.
For example, in August 2021, when Sponsored Display became available to sellers, Itsumo immediately used the product. To optimize ad placements, they delivered ads using views remarketing and purchases remarketing. Itsumo specified the brand terms to make ads visible to shoppers browsing for Yoshinoya and other similar brands. With Sponsored Display audiences, the strategy was set to reengage audiences who viewed product detail pages for products similar to the advertised product, to help increase the number of impressions.
With these initiatives, Itsumo discovered that ads from other brands were displayed on Yoshinoya’s product detail pages in Sponsored Display placements. Therefore, Itsumo refined the category targets by brand so that Yoshinoya ads would be easier to find through brand nomination. The early adoption of Sponsored Display ads helped drive a greater-than-expected performance on conversion rates (CVR) and ad-attributed sales.
By January 2022, after just five months, ad-attributed sales increased 4.8X, and sales from new-to-brand customers increased 4.5X.1