Case study
Perpetua helps Tsuiteru Acchan Honmono Honpo integrate Sponsored Display ads to lower ACOS by 15% in Japan
Goals
- Increase revenue
- Optimise ad spend
- Automate ad-related tasks
Approach
- Leveraged optimisation and intelligence software to analyse product characteristics and competitive landscape for stable advertising operations
- Automated keyword selection and bidding for Sponsored Products to optimise visibility
- Implemented Sponsored Display ads with automatic optimisation to drive page visits and conversions
Results
- Increased sales by 10%
- Decreased ACOS by 15%
Toyoaki Nishiyama is the owner of Tsuiteru Acchan Honmono Honpo Co., a smartphone accessories company based in Japan. The company has a long history of selling products on the Amazon store. Nishiyama had a basic understanding of advertising strategies and terms and has been using Amazon Ads since the start of the company’s online retail journey to help boost revenue. At first, he managed advertising on his own and later delegated tasks including keyword selection and ad configuration to his employees. However, he realised the cost of manually running campaigns was too high, and the advertising landscape was becoming increasingly complex.
Nishiyama sought a partner to deepen his team’s understanding of Amazon Ads. Simultaneously, he aimed to implement an AI-based tool to help automate ad-related tasks and optimise ad spend. Tsuiteru Acchan Honmono Honpo was facing stagnant sales and hoped that the right partner and tool would contribute to increased revenue.
Leveraging support to increase ad know-how
Tsuiteru Acchan Honmono Honpo began working with Perpetua, an Amazon Ads Partner that provides optimisation and intelligence software for retail advertising campaigns and subscribed to the partner’s premier support plan. Perpetua helped Nishiyama and his team to understand the fundamentals of running campaigns on Amazon. Focused on helping Tsuiteru Acchan Honmono Honpo expand sales, Perpetua analysed the characteristics of the three products the company sold and their competitive landscape. The goal was to ensure stable advertising operations without the need for frequent manual configuration changes.
One of our selling points is our customer support via multiple channels, including video, phone, email and LINE. We realise that it’s not only about the direct benefits our tools provide Amazon Ads customers, but also about empathising with the customer’s perspective and helping address their particular advertising struggles.
– Hirotoshi Matoba, head of Japan, Perpetua.
Automating keyword and ASIN bids for comprehensive campaigns
Tsuiteru Acchan Honmono Honpo had used Sponsored Products before, but felt they could learn more about how to best optimise visibility for their products. Perpetua deployed their software to streamline keyword selection for Tsuiteru Acchan Honmono Honpo’s three ASINs. Though Tsuiteru Acchan Honmono Honpo’s products all belong to the same category, Perpetua set separate goals for each ASIN. The partner also used a feature in their software, called universal targets, to collect and automatically bid on all keywords and ASINs, ensuring a comprehensive yet simplified campaign structure.
Ten months after introducing enhanced software to manage Sponsored Products campaigns with Perpetua, Tsuiteru Acchan Honmono Honpo’s sales reached a plateau. Perpetua then added Sponsored Display ads to help them drive page visits and conversions by reaching audiences across their shopping journeys. This strategy helped increase sales by 10%1 and contributed to revenue growth. Bidding for Sponsored Display ads was facilitated by Perpetua’s automatic optimisation feature.
Using Sponsored Products was a little daunting at first; I didn't have the know-how to manage it effectively. But with Perpetua's expert guidance, we've seen a consistent uptick in sales and have confidently expanded into Sponsored Display too.
– Toyoaki Nishiyama, founder of Tsuiteru Acchan Honmono Honpo Co.
Saving time to devote to product development
After implementing Perpetua’s software, Tsuiteru Acchan Honmono Honpo’s ACOS decreased by 15%. The company’s sales have been steadily increasing, and Nishiyama and his team are more confident in running campaigns on Amazon.
With the consulting and tools received from Perpetua, we’ve deepened our understanding of overall advertising strategy and the specific effects of different ad mechanisms, such as the reasons for adding or removing keywords. Using tools like Perpetua and relying on AI where possible has allowed us to save time we now allocate to product development, which we feel is an optimal way to grow a business.
– Toyoaki Nishiyama, founder of Tsuiteru Acchan Honmono Honpo Co.
1Tsuiteru Acchan Honmono Honpo, Japan, 2023