For small and medium-size businesses looking to expand internationally, Vergnano advised, “As the first priority, create a Store and keep it alive and up to date.”
When they started working with Amazon Ads in 2018, Caffè Vergnano’s goals were to help increase sales and build brand awareness. They started by creating a Store to introduce shoppers to their brand and products. Today, the brand sells their coffee across Italy, Spain, Germany, and France, and has a Store in each country to tell their story.
When the brand launched in new countries, they needed help navigating language barriers and—more importantly—reaching new audiences and inspiring them to engage. They used the Amazon Ads suggested keyword localization and custom keyword ranking feature to help do this. Within the ad console, they could see suggested keywords in the local language of the country where their Sponsored Products or Sponsored Brands campaigns would appear. Custom keyword ranking helped Caffè Vergnano sort their suggested keywords based on estimated clicks or sales volume, so they can select high-performing keywords to optimize their Sponsored Products campaigns.