ROI Revolution uses Amazon Marketing Cloud insights to help optimise Sponsored Products and Amazon DSP performance for Lenovo

Seeking to uncover optimal paths to purchase

Lenovo – a global technology product company – sought to identify strategies using Amazon Ads products and solutions to help grow overall sales for high inventory priority products while maintaining their return on ad spend (ROAS) and purchase rate goals. They were looking to better understand how various Amazon Ads solutions enabled audiences to engage with their brand in the Amazon store during their purchase journey – specifically, how Sponsored Products and Amazon DSP ads work together.

To help achieve their Amazon Ads goals, Lenovo teamed up with ROI Revolution, a retail digital marketing agency whose digital experts help brands amplify growth through multichannel digital advertising strategies.

Evaluating campaigns for Lenovo

The ROI Revolution team provided strategies to help Lenovo connect with new and relevant audiences throughout their shopping journey. To help connect with new audiences not yet engaging with Lenovo’s brand in the Amazon store, ROI Revolution set up campaign tests through Amazon DSP including: contextual, in-market and Twitch prospecting audiences. They also created a new product launch for Lenovo that included: detailed product titles, product detail page listing copy and images, video, A+ content and product-level advertising strategies to be implemented across Sponsored Products and Amazon DSP.

“We work closely with members of both Lenovo’s sales and marketing teams to collaborate on strategies that don’t just help to drive ad-attributed success, but also their overall business forward in the Amazon store. Amazon Marketing Cloud allows us to have a better understanding of how audiences are interacting with the Lenovo brand. By giving us key insights into touchpoints throughout the shopping journey, we are able to focus our advertising strategies on reaching the right audiences in the right ways.”
– Kayla Aves, Retail Media Strategist, ROI Revolution

By Q4 of 2021, ROI Revolution began to use Amazon Marketing Cloud to help evaluate the efficiency of Lenovo’s Amazon DSP and Sponsored Products campaigns. They leveraged Amazon Marketing Cloud’s instructional query library to pull an overlap report comparing Lenovo’s Sponsored Products and Amazon DSP campaigns for Q3 2021, assessing the difference in unique reach and purchase rate for three test groups:

  • Audiences who connected with Sponsored Products ads only
  • Audiences who connected with Amazon DSP ads only
  • Audiences who connected with both Sponsored Products and Amazon DSP ads

Findings obtained through Amazon Marketing Cloud

Based on the insights obtained through Amazon Marketing Cloud, from 10 July 2021, to 24 September 2021, ROI Revolution discovered the following:

  • Group 3 (audiences who connected with both Sponsored Products and Amazon DSP ads) was 2.13X more likely to make a purchase with Lenovo in the Amazon store than group 1 (audiences who connected with Sponsored Products ads only)1
  • Group 3 (audiences who connected with both Sponsored Products and Amazon DSP ads) was 21X* more likely to make a purchase with Lenovo in the Amazon store than group 2 (audiences who connected with Amazon DSP ads only)

This analysis through Amazon Marketing Cloud helped ROI Revolution demonstrate the impact of Amazon Ads campaigns across channels, providing Lenovo with deeper insights on its cross-channel performance. They leveraged these learnings for the Q4 2021 festive season, informing their media investments in Sponsored Products and Amazon DSP campaigns. Lenovo observed an increase in ad-attributed sales in the Amazon store by 170% during the period that this strategy was implemented compared to their Q4 2020 ad-attributed sales, with only a 64% increase in media spend.2

“We attribute the success of 2021’s festive season to the increased awareness we built leading up to the ‘Turkey 5’ period with our Amazon DSP strategies, which is a learning we obtained through Amazon Marketing Cloud overlap reports.”
– Camille Bagwell, Retail Marketing Manager, Lenovo

Learn more about Amazon Marketing Cloud.

1 Advertiser provided data, from 10/7/2021 to 24/9/2021, United States.
2 Advertiser provided data, comparing Q4 2020 to Q4 2021. These performance results are based off of a single advertiser’s use of this Amazon Ads product and are not indicative of future performance.