ExclusiveLane used sponsored ads to drive consideration and conversion
ExclusiveLane is an online craft brand started in 2012 with a vision to promote Indian handicrafts globally and help small artisans based in different parts of India.1 Their products range from more than 7 categories, across décor, gardening products, and furniture.
Using Sponsored Brands and Sponsored Display together to drive conversions
In order to reach higher conversion, brand and their agency, Logicserve Digital, used Sponsored Brands and Sponsored Display in their advertising portfolio and leveraged Amazon Ads reports to create their campaign strategy.
Basis the insights from Amazon Ads reports, the brand identified that they had a low impression-share on branded keywords. To tackle this, they launched Sponsored Brands video campaigns to increase brand awareness while scaling up on generic-keywords.
Although they had a good click-through rate with relevant keywords of their campaigns, the brand was unable to generate higher conversions. To solve this, they leveraged Sponsored Display remarketing campaigns to reach the previously engaged shoppers. They also used cross selling by showing their own products on the product detail pages ad slots using Sponsored Display campaigns.
They also leveraged the budget rules based on goals and performance by segregating them into buckets based on performance (clicks and ACOS) to improve bidding efficiency and consistency across keywords, ASINs and placements.
Achieving objectives across all relevant metrics
The use of sponsored ads to help support ExclusiveLane’s range of products resulted in 49% increase in impressions, which means the brand was reaching greater shopper awareness. And improved relevance via increased keyword coverage and remarketing led to 16% increase in click-through rates, which resulted in 15% higher ROAS and 52% increase in their ad attributed sales which are typical results.2
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