Groupe SEB achieves more success through sponsored ads

Background

Groupe SEB is not a traditional company. While they are still a family-run business, they operate in over 150 countries and focus on identifying new trends as a way of staying ahead of the curve. This strategy extends to selling on Amazon as well.

In order to help increase their sales on Amazon Germany, Groupe SEB started
using sponsored ads in 2016 for their brands like Tefal, Krups, and Rowenta.
“We saw this as a way to quickly boost products with low organic visibility but
also to leverage the existing portfolio and increase sales across the whole portfolio,” said Yashar Nategh, E-commerce D-A-CH at Groupe SEB.

Groupe SEB decided to use an agency, Metoda, to help manage its campaigns.
Metoda has an e-commerce background and developed an approach focused on an optimal bidding strategy that used all three ad products (Sponsored Products, Sponsored Brands, and Product Display Ads*) combined with focused keyword targeting to help Groupe SEB reach its goals.

As Stefan Bures, CEO of Metoda, said, “Amazon has millions of items on its website; therefore discoverability is key for a brand. We are constantly evaluating their advertising products and utilise sponsored ads to help drive sales when our data indicates there is additional potential.”

“Amazon has millions of items on its website; therefore discoverability is key for a brand. We are constantly evaluating their advertising products and utilise sponsored ads to help drive sales when our data indicates there is additional potential.”– Stefan Bures, CEO of
Metoda

Numbers don't lie

Metoda incorporated a few key tips to drive a successful sponsored ads strategy
for Groupe SEB:

  • Promote the right products. Consider elements like best-in-class product detail page content, great reviews, and in-stock availability, as these will help drive clicks and sales.
  • Increase or decrease keyword bids based on campaign results to meet your goals for Sponsored Products and Sponsored Brands campaigns. This optimization could improve the chances your ads show in the best placements to relevant customers.
  • Product Display Ads will target specific product detail pages as a way to reach relevant shoppers. Metoda recommends targeting detail pages where your advertised products have a better price or better features to engage those relevant shoppers.

Bures says their clients expect that Metoda will continue to evolve their tools and expertise. Groupe SEB are continuing their sponsored ads activity in 2018. As Nategh said, “Sponsored ads provides an easy and effective way to increase visibility for products.”

*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.

What they said

“Sponsored ads provides an easy and effective way to increase visibility for products.”

Yashar Nategh, E-commerce D-A-CH at Groupe SEB

Highlights
  • 170% increase in ad-attributed sales
  • Return on ad spend (ROAS) improved from 740% to 1220%