To secure a greater market share in the category of laptops, including visibility for new products and sales for high-performing products, Dell started advertising on Amazon in July 2017. It used both Sponsored Products and Product Display Ads* to achieve strong results.
Sponsored Products increased product visibility and helped create brand recall among relevant shoppers. These campaigns proved to be cost effective with a low advertisement cost of sales (ACOS) of nearly 2.2%.
Dell made smart use of high-traffic ad placement options on product detail pages to effectively cross-sell and upsell their products without being intrusive to customers. Product Display Ads placements allowed the brand to showcase their high-performing products directly to relevant, high-intent shoppers.
The Consumer Electronics category can be highly competitive, so Dell boosted their brand visibility with Sponsored Brands, which appear strategically on search results pages. Their campaign achieved millions of ad impressions and drove shoppers to their brand page.
*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.