Case Study
Adbrew and Nexus Brand Group help ezpz increase ROAS with new Amazon DSP Campaign Management API
Goals
- Reengage cart abandoners to drive more sales
- Streamline Amazon DSP campaign creation and management
- Create focused advertisements to connect with relevant audiences at scale
Approach
- Combined AMC insights with Amazon DSP to optimize campaign engagement
- Automated campaign setup using Adbrew’s Campaign Launcher offering
- Created customized messaging for core audiences
Results
- 33.8% month-over-month increase in sales
- 44.3% month-over-month average growth in new-to-brand sales
- 110.59% increase in overall new-to-brand customers
- 30.48% reduction in total advertising cost of sales
Nearly everyone who shops online has shared the same experience: You add items to your cart, but wind up clicking away before checking out. These moments of hesitation present an opportunity for businesses that sell their products on the Amazon store. The brand ezpz, a producer of silicone dining ware for young children, wanted to reengage these audiences and increase their conversion rate by getting more shoppers to proceed from Add to cart to Checkout.
The brand turned to Amazon Ads partner Nexus Brand Group, a full-service digital agency that specializes in online sales growth, to help them gain a deeper understanding of consumer behavior. Seeking a way to act on these insights at scale, Nexus Brand Group turned to another Amazon Ads partner—Adbrew, whose advertising automation solution streamlines Amazon DSP campaign creation and management through the new Amazon DSP Campaign Management API.
Combining powerful tools to reach cart abandoners
Nexus Brand Group saw an opportunity to enhance their client’s advertising strategy by combining two Amazon Ads solutions: Amazon Marketing Cloud (AMC) and Amazon DSP. AMC could provide deep insights into the behavior of relevant audiences, like shoppers who’d added products to their carts but not completed the purchase. At the same time, Amazon DSP offered the means to reach these audiences with precisely focused advertising. Together, these solutions could help the brand create meaningful connections with their most promising potential customers.
Nexus Brand Group wanted to quickly transform insights from AMC into action for ezpz. To accelerate their implementation of this new strategy, Nexus Brand Group engaged Adbrew. The latter’s advertising automation solution offered ways to create and manage Amazon DSP campaigns more efficiently with the new Amazon DSP Campaign Management API.
Streamlining Amazon DSP campaign management through API integration
Adbrew’s Campaign Launcher connects multiple Amazon Ads solutions through specialized APIs, including the Amazon DSP Campaign Management API. Using this technology, Nexus Brand Group automatically integrated audience insights from AMC with their Amazon DSP campaigns. This integration streamlined the campaign creation process by removing the need to transfer information manually between different advertising solutions. The solution also gave Nexus Brand Group access to Adbrew’s library of prebuilt audience segments, such as audiences that had previously added an ezpz item to their cart but abandoned it before purchase. This helped the partners quickly uncover and engage with relevant audiences at scale.
Nexus Brand Group then created full-funnel campaigns that reached different audiences with custom messaging. They developed specific versions for cart abandoners, product detail page viewers, and new-to-brand (NTB) audiences so that each group received relevant ads based on their previous interactions with the brand. This approach helped increase campaign efficiency by displaying ads to the audiences most likely to purchase while maintaining a consistent brand message across all touchpoints.
Adbrew’s proprietary Campaign Launcher brought together insights from AMC, Amazon DSP, and sponsored ads, giving Nexus Brand Group a comprehensive view of campaign performance. This integration helped them monitor results and adjust their strategies in near real time to maximize the effectiveness and efficiency of the campaigns.
Achieving strong returns through strategic implementation
The automated campaign strategy that Nexus Brand Group implemented with Adbrew proved successful. By engaging cart abandoners, ezpz achieved a 33.8% month-over-month (MoM) increase in sales throughout the course of the campaign.1 They also saw a 44.3% MoM average growth in NTB sales and a 110.59% increase in overall NTB customers.2 At the same time, ezpz reduced their total advertising cost of sales by 30.48%. 3 Adbrew’s automation tools, powered by the Amazon DSP Campaign Management API, streamlined the workflow. Thus, Nexus Brand Group didn’t have to spend over 10 hours weekly on manual campaign setup and management.4
By combining AMC audience insights with Amazon DSP through Adbrew’s solution, Nexus Brand Group was better able to create effective campaigns. Their success shows how the right technology can help agencies deliver stronger results for their clients.
Partnering with Adbrew has elevated our Amazon DSP campaign launch and management process. Through the Amazon DSP Campaign Management API and AMC API integration, we’ve achieved a streamlined, efficient campaign setup and remarkable results, exceeding our initial expectations about both engaging customers and reaching new customers.
— Chris Purcell, founder, Nexus Brand Group
1–4 Adbrew, US, 2024