Challenge
Paris Presents (owner of multiple beauty brands such as Real Techniques, EcoTools and Freemans Beauty) appointed ROAST in late 2017 to help accelerate their advertising campaigns on Amazon. Since then, ROAST has endeavoured to maximise sales to support digital business growth, taking activity to the next level in Q4 2019.
By prioritising ROI during the 2019 Q4 seasonal promotion period, Real Techniques was able to take full advantage of the increased demand for beauty products around Black Friday and in the run up to Christmas.
Innovation
ROAST recognise several factors to successfully launch promotional products on Amazon. Much like for PPC accounts, having the correct campaign structure and bidding strategies for activity is crucial for driving efficient growth during key sale periods throughout the year.
Tasked with maximising efficiency and ROI, ROAST undertook phased testing of Sponsored ads, helping to increase visibility of key product promotions during tentpole days.
By introducing this approach at the beginning of September, teams were able to put in place optimal strategies and structures to help drive sales during Black Friday and successfully ladder up for the peak gifting season to come.
Summary
As a result, Real Techniques Q4 Sponsored ad activity was able to attain a sales return higher than all of 2018, driving a year on year ROI increase of 51%. The Q4 overall return did not only surpass forecast but was 3X higher than Amazon’s beauty category benchmark.
