Case Study
Bro Glo leveraged Amazon Ads to help more shoppers discover their self-tanner products
Goals
- Reach new customers and scale brand
- Build awareness of a product for an audience not typically targeted
Approach
- Implemented a cross-product strategy using Sponsored Products and Sponsored Brands
- Optimized product listings with images and relevant keywords
- Tested automatic campaigns to see what worked the best
Results
- Positive return on ad spend (ROAS)
- Increased brand recognition
Bro Glo is on a mission to help build the confidence of its customers, with a line of self-tanner products designed for men. Launched in March 2021, the brand’s co-founders saw a glowing opportunity to create a line of products that would help elevate self-care for an audience not typically targeted. The team focused on educating potential customers and normalizing men using self-tanner products, especially those from Bro Glo itself.
Tom Phillips, Bro Glo co-founder, shares why the brand launched with Amazon Ads, how they built Sponsored Products and Sponsored Brands campaign strategies, and their advertising results.
“We felt that becoming an Amazon seller was a natural progression in terms of growing our business and brand,” Phillips said. “We saw that our brand was being searched for by shoppers, which inspired us to explore Amazon as a way to expand our brand and help fuel its growth.”
Bro Glo co-founders, Joe McDevitt, Jaron Nalewak, and Tom Phillips
Building a strategy before launching with Amazon Ads
The Bro Glo team had built a strong brand presence on social media, so they initially focused on Sponsored Products, which are cost-per-click ads that can help promote individual product listings.
To prepare to launch their initial campaigns, they ensured that their product listings were ready with at least four product images and that their product descriptions included relevant keywords. The team researched how competitors were highlighting their products in the Amazon store, and how they could best reach shoppers with their unique products.
“One of the best decisions we made was building out a game plan and advertising strategy before launching with Amazon Ads,” said Phillips.
Testing and learning with Sponsored Products campaigns
Bro Glo hoped that advertising with Sponsored Products would acquire new customers and scale their brand further. When getting started, the team tested multiple auto campaigns per product to help discover relevant keywords that could help improve the product descriptions of their listings.
“Some of our most successful campaigns are auto campaigns,” Phillips said. “Amazon has a good way of identifying potential customers within those campaigns, from our experience.“
Complementing an advertising strategy by expanding their presence with Sponsored Brands
The team complemented their advertising strategy by also launching Sponsored Brands campaigns, which are customizable ads that feature a brand’s logo, a custom headline, and multiple products. Since these ads can appear in prominent places within the shopping results, Sponsored Brands has been key in helping Bro Glo expand their brand presence.
“When someone searches for our brand in the Amazon store, our name and logo pop up in the search,” said Phillips.
Bro Glo has had a lot of success using Sponsored Products, and has noticed an increase in brand recognition with the Amazon brand behind them.
Measuring and adjusting ads to help achieve campaign results
When measuring campaign results, the team analyzes return on ad spend (ROAS) as an indicator of a successful campaign. They also make sure that the campaign stays within budget. If campaigns are generating a lower ROAS or having challenges reaching the established budget, the team considers adjusting their campaigns or product listings.
“This was especially the case when we first launched,” Phillips said. “We looked at how the budget was spent, and if it wasn’t spending, it’s an indicator that something isn’t right and we should adjust something, i.e. keywords, copy, and other variables.”
The team continues to track campaign results weekly to ensure their ads are helping achieve their business goals. It can be helpful to continue to test and learn with ads, and adjust campaign settings, as needed. If they decide to make any adjustments, they don’t touch campaigns for at least two weeks after any adjustments are made in order to let the changes set in.
The glowing results
“Our overall success using Amazon Ads has enabled us to expand our brand recognition, increase overall revenues, and tap into a customer base that we may not have been able to reach with our other marketing efforts,” said Phillips.