Results
The Challenge
The Process
Finding a balance where our campaign was winning placements and driving traffic to the product pages without spending the entire budget too quickly was crucial. This is where the Blue Wheel team’s expertise came into play. We were able to set up the PowerBlock campaign in line with our best practices to ensure the best possible results.
While Sponsored Brands ad type is not difficult to set up on the Amazon Ads platform, knowing which options to turn on or off, which keywords to target, and what bids to apply is paramount for achieving desired results. The PowerBlock advertising campaign was launched with a conservative budget, but it quickly began driving traffic to product pages and generating conversions within just a few days. 99% of conversions generated by the Sponsored Brands campaign came from new-to-brand customers.
Viewable CPM (vCPM) tends to have high value, so we needed to pay particular attention to the targets we used. Amazon suggested bids between $55-$155 per 1000 viewable impressions for PowerBlock. Despite the low campaign budget, Blue Wheel achieved successful results, contributing to 1,892 page views.
The Solutions
Blue Wheel's best practices were implemented for this strategy, but instead of using the usual cost-per-click (CPC) model, we tested the vCPM (cost per thousand viewable impressions) model for promoting PowerBlock's dominant fitness product. Since this was being tested, a small budget was set to avoid overspending.
While we had ample Amazon ad placements for Sponsored Products and Sponsored Display ads, the Sponsored Brands campaigns were not well-represented in the PowerBlock account. As a result, we ran a Sponsored Brands Video campaign featuring Elite EXP.
Having access to excellent creative assets provided by PowerBlock, we decided to focus on targeting only proven top-performing keywords in the client’s account. Our team used keywords that had already performed well in existing campaigns and the Search Term Report. We initiated the campaign with conservative bids on these keywords and gradually increased the bids several times per week.
