To help StarTech tell their brand story while driving ROAS, Rise Interactive utilized a wide variety of Amazon Ads solutions to create a custom Store and product experience. The agency primarily used test-and-learn insights informed by Amazon Marketing Cloud (AMC), an advanced measurement tool that can help provide event-level insights into campaign performance across channels.
“The core idea of our approach was to systematically test reaching a broader audience, and if the product mix connects the right audiences with the right messages,” said Dan Ripes, group vice president at Rise Interactive. “We would validate all of our tests through AMC.”
Rise Interactive started by building out substantially more campaign types including Sponsored Products, Sponsored Brands, Sponsored Brands video, and Sponsored Display, helping cover the entire shopping journey. The agency increased the volume and variety of ad types across channels, including video and custom images, using AMC to better understand which products and placements resonate best with key audiences.
The agency also expanded awareness strategies to help StarTech increase long-term brand consideration and reach more relevant audiences, including B2B audiences. To help increase reach, Rise Interactive launched prospecting campaigns in relevant audience categories through both Amazon DSP and Sponsored Display. Informed by audience reports generated with AMC, they also set up Amazon DSP reengagement campaigns to help reconnect with audiences who had already interacted with StarTech, with the goal of increasing brand loyalty.