Challenge 2: Drive conversion rates
1. Apply old with new model to help increase ad-attributed sales
Best-selling products with high conversion rates are typically the main contributors to sales in promotional activities, but peak promotional periods can also effectively help to drive ad-attributed sales of new products. When selecting products for banner ads and landing pages, the brand has adopted an old with new model. As a result, the brand’s best-selling products contributed more than half of the ad-attributed sales, and the ad-attributed sales of new products increased 5X during DOTD.1
2. Use views remarketing to increase conversion rates
The agency generated a user customer conversion path report by using Amazon Marketing Cloud. The report showed that remarketing tactics could help increase conversion rate by 42X. Oceanwing then used the remarketing tactic to reach audiences who browsed the brand’s product detail page (PDP), PDPs similar to ASINs promoted by the brand, or products in the same subcategory that were not purchased; ultimately helping to increase the conversion rate.
3. Improve advertising efficiency
During the campaign period, Oceanwing used their proprietary tool to perform campaign optimisations. With metrics from the many time zones in both the US and China, their software helped continuously monitor and optimise advertisements. The system also adjusted the budget in near real time based on the performance of different ad placement, improving the brand’s advertising efficiency during the promotional period.