Amazon PPC Ads Case Study: +16% Increase in Incremental Revenue

Rule based bidding for Amazon Sponsored Products drove incremental +16% revenue growth and +36% ROAS growth but was only effective for higher conversion volume campaigns

The Problem

A fragrance brand selling products across Amazon was struggling to grow volume whilst keeping an efficient ROAS across Sponsored Products campaigns.

With dynamic up and down bid strategies, there is less focus on efficiency as the algorithm instead just works on the likelihood of conversion in order to optimise bid levels.

The Solution

WRP implemented rule based bidding strategy (beta) across the highest volume generic campaigns in order to see if this would drive an uplift in revenue volume and ROAS efficiency using the most advanced of Amazon’s bidding capabilities. 

This bidding strategy is applicable for all Sponsored Products campaigns with >10 conversions in the last 30 days and a campaign budget of at least £10.

Results

They saw 58% uplift in revenue volume and a 44% higher ROAS for these campaigns vs when they were running on dynamic up and down. When compared to the uplift across the same period from the campaigns not using rule based bidding the incremental change in revenue was 16% and 36% for ROAS.

When looking at campaigns individually it was clear that campaigns with fewer than 30 conversions over 30 days struggled to see uplift from the rule based bidding, with Revenue and ROAS remaining stable PoP.

The rule based bidding campaigns saw revenue and ROAS increase over time

Case Study 001
We are Polymer an Amazon ads agency
Written by Lucy McNeile