To accomplish FIVE STAR’s goals on Amazon, Wpromote heavily leveraged Sponsored Products and took a full-funnel approach through Sponsored Brands. Knowing they needed to manage campaigns at scale and optimize quickly, Wpromote used Amazon Advertising’s bulk operations tools so they could accomplish the goals set out by FIVE STAR.
Using Sponsored Products, Wpromote leveraged a campaign structure that allowed the testing of hundreds of products against thousands of targeted keywords. The team was able to optimize the best products for individual auctions. To stay top-of-mind on Prime decision pages, Sponsored Products targeting was also utilized.
Higher in the funnel, Sponsored Brands enabled FIVE STAR to display in key placements and rank high on search engine results pages, ensuring the brand would be one of the first that consumers found.
With thousands of keyword optimizations to manage to execute hyper-granular strategies, Wpromote turned to Amazon Advertising’s bulk operations tools. Initially, FIVE STAR assembled and uploaded 550 campaigns to bulksheets, Amazon’s format for bulk operations in just a few hours (a process that normally would have taken days). Then, once the campaigns were live, Wpromote used bulksheets to make product optimizations quickly and at scale. This allowed for continued optimizations across products throughout the campaign run times.
In addition, Wpromote used Amazon Attribution to measure shopping activity and sales performance of non-Amazon social media campaigns on FIVE STAR’s Amazon business.