Flexson uses sponsored ads to drive a 10x return
Flexson is dedicated to producing high-quality accessories for Sonos products,
along with finding new approaches to common problems.
Due to its focus on new opportunities, Flexson was one of the earliest adopters of sponsored ads’ full product suite to help drive more sales on Amazon.co.uk for its range of floor stands, wall mounts, TV stands and more.
“We love being able to get our products in front of potential customers throughout their buying journey. From existing Sonos users browsing for accessories to those looking to make their first Sonos purchase, sponsored ads allows us to effectively help us to reach them all”, said Behcet Sevdali, Flexson Product Manager.
Laying the foundation
Organisation and structure have been key pillars of success for Flexson. Flexson employs a structured campaign strategy to maximise campaign exposure yet minimize time spent optimising campaigns for the products they choose to advertise.
First, Flexson uses all three ad products: Sponsored Products, Sponsored Brands and Product Display Ads.* In order to maximise its chances of products being displayed to prospective shoppers, Flexson utilises the full suite of sponsored ads products, as each product has a different set of placements on Amazon.co.uk.
In addition, for each ad product, Flexson creates multiple campaigns based on
advertised products and the type of keyword targeting used. For example, in
2017, they created a Sponsored Products campaign for Flexson floor stands that
focused on branded keywords and a Sponsored Brands campaign that
targeted complementary keywords. By using this approach, Flexson has more
flexibility on what they bid for each targeted keyword and Flexson can easily
pull reports based on specific product lines or targeting strategies.
“Our consistent approach to campaign creation takes the guesswork out of the campaign creation process”, says Sevdali.
From existing Sonos users browsing for accessories, to those looking to make their first Sonos purchase, sponsored ads allows us to effectively help us to reach them all.Behcet Sevdali, Flexson Product Manager
Building the foundation
Taking learnings from early campaigns, Flexson has found they get the best results when they make optimisations throughout the week. They check campaign performance regularly to ensure they are controlling all critical brand and product keywords, pause any under-performing keywords and increase bids on keywords generating a positive return.
Flexson uses both automatic and manual targeting in their Sponsored Products campaigns. Flexson uses automatic campaigns to harvest search term insights. Each month, they download customer search term reports for automatic campaigns to ensure they are capturing all relevant search terms and add the successful ones to the manual campaigns.
Repeating the success
Flexson’s strategy has led to success. Flexson generated in the UK alone a 500% return on ad spend in 2017. They were also able to generate over 12.5 million ad impressions for Flexson products in 2017 across all three ad products.
They have replicated this strategy in other EU marketplaces. Flexson has used professional translation services to translate keywords to use across multiple European marketplaces so they can launch a campaign for any country in which sponsored ads is offered, no matter the language.
“Sponsored ads has become a pivotal part of Flexson’s digital strategy, a comprehensive solution that’s proven effective at both generating demand and securing conversions”, said Ali Ameen, European E-commerce Marketing Manager for Flexson.
Learn more about consumer electronics marketing.
*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.