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.

“Amazon Ads supported our business growth at a considerably lower ACOS and reduced the turnaround time to market the product. In just a matter of a few hours, we were able to showcase the merchandise to the consumers and drive sales. Video campaigns performed well for us as it helped in demonstrating the products in a much better way.”

— Dhruv Goyal, Co-founder, ExclusiveLane

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

“Exclusive Lane came to us with an objective to scale up their existing business at an optimum acquisition cost. Their goal was simple: utilize all possible levers on Amazon and reach the relevant audience, support business growth, and maintain the acquisition cost. Creating a tailored SOP, utilizing optimum bidding techniques and multiple campaign types, helped improve overall efficiencies for the brand.”

— Prasad Shejale, Founder & CEO, Logicserve Digital

¹1 https://exclusivelane.com/
²Advertiser-provided data, IN, 2020-2021

While Amazon Seller Services Private Limited ("Amazon") has used reasonable endeavors in compiling the information provided, Amazon provides no assurance as to its accuracy, completeness or usefulness or that such information is error-free. Amazon does not guarantee similar results for prospective brands since the results are dependent on various factors which are not under Amazon’s control. Amazon hereby disclaims any and all liability and assumes no responsibility whatsoever for consequences resulting from use of such information. You agree to use the information, at your own risk and expressly waive any and all claims, rights of action and/or remedies (under law or otherwise) that you may have against Amazon arising out of or in connection with the use of such information. Any copying, redistribution or republication of the information, or any portion thereof, without prior written consent of Amazon is strictly prohibited.