To build a deeper plan, CommerceIQ used Amazon Marketing Cloud (AMC), a holistic measurement and analytics solution from Amazon Ads, to map distinct paths to purchase using historical campaign signals and Greenworks’ own pseudonymized shopping insights, in a privacy-safe manner. For each pathway, they built a cohesive full-funnel strategy in the lead-up to and on the day of Prime Day.
For NTB shoppers, CommerceIQ gradually built awareness in the weeks prior on core product categories such as dethatchers, hedge trimmers, and niche products such as electric chain saws. On the day of Prime Day, CommerceIQ used Greenworks’ own lower funnel on nonbranded keywords and prioritized stockkeeping units (SKUs) with healthy inventory and competitive price point.
For existing or lapsed shoppers, CommerceIQ focused on cross-sell opportunities within a given product lineup. For example, they remarketed to audiences who have historically purchased the 40V batteries as they are more likely to stay within that product lineup and focus on new SKUs. On top of that, CommerceIQ automated every campaign in real time based on inventory position, margin, and incrementality.
Key Amazon Ads products and goals included: