This year, we saw performance impacted by a few variables never before experienced.
Prime Day
ROAS Improvement YoY
Increase
in Shipped Revenue YoY
Organic Ranking on
‘Protein Powder’
Products Moved
to Page 1
Prime Day
ROAs Improvement YoY
Increase
in Shipped Revenue YoY
Organic Ranking on
‘Protein Powder’
Products Moved
to Page 1
This year, we saw performance impacted by a few variables never before experienced.
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
A brand in the sports nutrition category came to VENDO with the task of improving ad efficiency across the board without hurting top-line sales. VENDO immediately identified key areas we wanted to push and used segmentation as the main strategy to achieve our goal.
Segmenting is the process in which we identify high priority targets and give each respective target their own ad budget and ad campaign, the overall goal being to isolate ad spend towards the best revenue driving and new to brand acquiring areas.
High-Priority Keyword Segmentation
Branded vs. Non-Branded Segmentation
Product Targeting Segmentation
Through segmentation across three levels – branded vs non branded, keyword, and competitor targeting – VENDO was able to isolate ad spend towards both high revenue and efficiency targets.
Whether that was conquesting specific competitors, pushing for organic rank on high search volume terms, or defending current market share, segmentation allowed VENDO to control advertising spend more precisely towards each strategy. This resulted is a more efficient, calculated, and strategic performance.