Buyagift increases exposure by 79% by optimising Amazon Advertising bids with Marin Software

Buyagift, a leading provider of gift experiences in the UK, scours the UK marketplace for all things gift related. From unique birthday and Christmas gifts, to a curated selection of novelty items to mark a special occasion, Buyagift offers an exceptional assortment.

Smartboxes are tangible gift experiences that can be shared with friends and loved ones. Each is available packaged in a glossy gift box or as an instant eVoucher. Each Smartbox has its own unique theme offering handpicked experiences spanning the UK and Europe.

The challenge

“Smartboxes are the best-selling gift-experience concept across Europe that combines the freedom of gift experiences with the excitement of a gift that you can hold in your hands”, explains Alex Torres, Senior Performance Marketing Manager at Buyagift. “Naturally, we wanted to bring this leading offer to UK customers. Amazon provided the right solution for us to showcase this innovative product.”

The Buyagift team started advertising on Amazon in 2018, launching a combination of Sponsored Brands and Sponsored Products campaigns to help achieve their growth objectives. The team set many of the campaigns to manual targeting to allow for keyword optimisation and bid management.

But without automation, bids for the campaigns had to be updated by hand on a regular basis. Manually managing bids requires multiple steps: performance review and data analysis, forecasting and then the actual implementation. This makes frequent optimisation challenging, with rolling windows of historical data constantly factoring into each new bid.

Marin’s integration has enabled a more robust, algorithm-based approach to the bidding process, with great results. Our peak season is quickly approaching, and we can now comfortably leave all the heavy lifting to Marin, while focusing on the strategic positioning of our smartboxes in an ever-demanding marketplace.– Alex Torres, Senior Performance Marketing Manager at Buyagift

The solution

Buyagift sought a tech partner in Marin Software to help drive their multinational, multichannel marketing efforts. Marin Software provides enterprise marketing software for advertisers and agencies to integrate, align and amplify their digital advertising spend across the web and mobile devices. Marin Software offers a unified SaaS (software as a service) ad management platform for search, social and e-commerce advertising.

Buyagift linked their Amazon accounts to Marin Software. This has enabled the company to quickly and clearly report on and analyse sponsored ads performance data. With Marin Software, they can readily compare performance day over day and month over month.

Additionally, collaborating with the Marin team, Buyagift set up automated bidding for their Amazon campaigns. Marin is now pushing updated bids daily for the keywords covering nearly 4,000 products for Buyagift, based on targets that the team sets.

The results

Automated bidding helped Buyagift increase their exposure to Amazon customers, generating a 79% increase in ad impressions. Click volumes also increased by 36%, with cost-per-click 7.4% lower than before. This increased awareness and engagement, and ultimately helped Buyagift grow revenue on Amazon by 17%.

Alex Torres, the Senior Performance Marketing Manager at Buyagift, explained the benefit of the partnership with Marin: “Marin’s integration has enabled a more robust, algorithm-based approach to the bidding process, with great results. Our peak season is quickly approaching, and we can now comfortably leave all the heavy lifting to Marin, while focusing on the strategic positioning of our smartboxes in an ever-demanding marketplace.”

Highlights
  • 36% more clicks
  • 7% lower cost per click
  • 17% sales growth