Leading CPG Brand Drives 42% Increase in Amazon Share of Search with Wavemaker and Kenshoo Ecommerce
Wavemaker is a global advertising agency that delivers transformative solutions for the world’s largest brands.
Driving ecommerce success through channels including Amazon, Walmart, and Target, is amongst Wavemaker’s fastest growing areas of expertise. They’ve moved the needle for clients by implementing innovative and out-of-the box strategies, including bridging the gap between organic and paid tactics.
For a leading CPG client, Wavemaker brought together organic and paid media experts to activate a holistic, integrated Amazon strategy – all powered by Kenshoo Ecommerce’s technology.
Wavemaker’s client had recently launched a new brand and line of products on Amazon within a fiercely competitive category. It was up to the Wavemaker team to help this new brand breakthrough.
Kenshoo’s Dimensions are custom tags that can be easily applied to any Amazon entity – Campaign, Ad Group, Keyword, etc. Wavemaker leveraged Dimensions to tag all Sponsored Product Ads with their associated brand names, including the recently launched brand. Within Kenshoo’s performance dashboards, this tagging helped the Wavemaker team easily filter data by brand, significantly streamlining day-to-day performance monitoring, reporting, and optimization-related tasks.
Through their experience, the Wavemaker team knew that Amazon searches are at their highest volumes during the afternoon and evening hours. With this insight they executed a dayparting strategy. By pairing Kenshoo’s Dimensions and Automated Actions’ solutions, all Sponsored Product Ads tagged with brand names other than the recently launched brand were automatically paused during the second half of each day. This significantly reduced competition from sister brands and helped to elevate the recently launched brand during the most critical shopping hours.
Kenshoo’s solutions helped the Wavemaker team save time and drive significant performance. By automatically shifting their client’s budgets towards the most impactful hours of day, the Wavemaker team was able to boost product rankings, raise conversion rates, and accelerate sales velocity.
This strategy ultimately propelled the recently launched brand into market – their client’s organic product rankings jumped to Amazon’s first page, Share of Search surged by 42%, while CTR and ROAS increased by 50% and 17%, respectively.
Meet the Wavemaker Team
For their CPG client, Wavemaker brought together organic and paid media experts to activate a holistic, integrated Amazon strategy – powered by Kenshoo Ecommerce’s technology. From left: Erin Ballard, Jocelyn Zuniga, Henry Chen, Emily Lau, Yao Hsiao, and Charlton Budd.
“Kenshoo’s Automated Actions saved our team time, allowing us to focus on impactful business objectives.”
Erin Ballard, Search & Ecommerce Partner, Wavemaker