What are top Major Appliances advertisers doing to grow on Amazon.de?

For more on how we performed this study, see the Methodology section at the end of this article.

• Quick implementation: Sponsored Display is a simple, easy-to-use option that doesn't require a large budget or the ability to design your own ad creatives.
• Efficient spend opportunity: Sponsored Display ads only show when your products are in stock and are the Featured Offer, and you only pay when customers click on your ads. Control how much you spend by setting your budget and bid per click.
• Amplification possible when combined with retail deals: During events such as Prime Day and Cyber Monday, use Sponsored Display campaigns to highlight your product deals on product detail pages of similar products so customers won’t miss important promotions.

Two key contributors to DPVGR and NTBGR are brand awareness and campaign optimization, both of which are improved by running Sponsored Products always-on campaigns. In the twelve months studied, top-performing Major Appliances advertisers ran Sponsored Products always-on campaigns for an average of 50 weeks per year, compared to 37 weeks per year from lower-performing Major Appliances advertisers.

This means that top performers were able to deliver impressions and reach customers for an average of 13 more weeks. In addition to delivering more impressions, which can equate to more brand awareness, top performers also received more insight about their campaign performance. More insight means more opportunities to learn and optimize their campaigns according to how customers are responding.

• Use a full-funnel approach: Sponsored Products always-on campaigns work best when awareness, consideration, and conversion tactics are implemented together. Awareness and consideration tactics, such as using category keywords, can help encourage new customers to move down the funnel and conversion tactics, such as using branded keywords, can help drive conversion.
• Strive for continuity: Continuity is key for campaign performance; running campaigns intermittently may result in going over a ramp-up period every time you launch a campaign and may take longer to reach peak performance.
• Have a consistent promotion strategy: To support discovery and relevancy, allow for a sufficient time period of advertising support and avoid changing promoted ASINs too frequently, such as daily or weekly.
• Optimize for peak seasons: Always-on helps with campaign planning by uncovering best practices via testing during slower periods.
• Be mindful of seasonal budgets: Shoppers’ browse and purchase behaviors have peaks and dips throughout the year, and mapping budgets accordingly can help maximizing the ROI of your always on campaigns. This analysis showed the top-performing brands in Major Appliances increased ads usage during Amazon shopping events like Prime Day, Black Friday, and Cyber Monday.

Similar to the Sponsored Products impact on DPVGR and NTBGR, Sponsored Brands can also lead to increased performance on Amazon.de. Our analysis found that 69% of top-performing Major Appliances advertisers incorporated Sponsored Brands into their campaigns, while only 8% of lower-performers incorporated Sponsored Brands into their campaigns.

Why does this matter? Sponsored Brands can help you increase your brand’s visibility on shopping results pages. Sponsored Brands also feature multiple products and can drive traffic to a Store or list of products, so it is also one of your best options to drive awareness across multiple ASINs or newly launched products—both of which can help increase DPVGR and NTBGR.

When considering using Sponsored Brands, advertisers should create a brand Store on Amazon that showcases their full suite of products.

As seen in our analysis, top-performing Major Appliances advertisers have been able to grow their detail page views and new-to-brand customers through (1) using Sponsored Display to drive consideration and conversion; (2) running Sponsored Products always-on campaigns throughout the year ; (3) testing and using Sponsored Brands to increase brand awareness.

We first used a supervised model to identify a list of advertising attributes that help improve the composite score among 40+ media and retail advertising attributes. Specifically, we followed a five-step process to create a success metrics of detail page views year-over-year growth rate (DPVGR) and new-to-brand customer year-over-year growth rate (NTBGR), and then identified the top advertising and retail strategies to help increase the success metrics with machine learning algorithms.

• Select brands: 100+ brands in Germany Major Appliances category between June 2020 and May 2021 .
• Create success metric: Calculated based on year-over-NTBGR and DPVGR.
• Identify effective ad or retail actions: Used machine learning algorithms to identify top actions that increase composite score (actions that lead to higher year-over-year NTBGR and DPVGR).
• Group brands: Brands grouped by composite score (DPVGR and NTBGR) into four clusters ranked from highest to lowest performing.
• Compare brand groups: Identified what strategies top-performing brands (Cluster 1) use to increase year-over-year NTBGR and DPVGR, compared to strategies that lower-performing brands (Cluster 4) are or are not using.