Performance Marketing
Marketing Begins With Strategy
Bespoke Full-Funnel Campaign Strategies from Awareness to Purchase
How Does Your Brand Define Marketplace Success?
Audience Targeting and Customer Acquisition
Understanding Current State to Plan for Future State
Starting With Reporting Outputs in Mind
Resources for Brands on Marketplace
Partners in Client Success
Campaign Research and Planning
Campaign Research and Planning
Every client has a unique starting point and individual goals they are working towards achieving. Effective campaign strategy starts with understanding both our starting point and our destination, as well as what the landscape we’ll cross looks like. The Brandwoven team starts with goal setting – defining clear objectives that help guide our efforts. Goals can be varied, and include things like increasing sales, successfully launching a new product, improving brand awareness on platform, or acquiring new to brand customers.
No aspect of marketplace management operates in a vacuum. Low ACOS may mean more profitable sales, but may also mean we are not adequately increasing our share of voice or acquiring new customers. Managing to a metric like ACOS may be a KPI, but it is not a business goal. Our team works with our clients to dig deeper and really understand where value can be derived and what successful outcomes look like.
As a part of research, planning, and understanding your goals, we’ll also perform a competitive analysis of the space and look into keywords. Understanding the competitive landscape is helpful in driving keyword strategy, budget allocation, and targeting strategies. Seeing how your competitors talk about their products and the types of phrases and words customers are searching for informs our strategy for how we can tailor our approach for your brand to maximize the best results.
Ensuring Solid Foundations
Ensuring Solid Foundations
The best formulated strategy will fail if it sits on a poor foundation. As a part of executing on our campaign strategy, the Brandwoven team will evaluate the quality of your product detail pages for retail readiness and effectiveness. Product detail pages (PDPs) should have short, compelling titles and detailed product descriptions that effectively convey information to customers. We want to ensure the information is accurate and up-to-date, structured with our keyword research in mind to make it as easy as possible for customers to find the product. A well-formulated PDP that is optimized for conversion ensures that all of the marketing activities we undertake to drive people to that page actually result in a conversion instead of a bounce.
Executing On a Well-Researched Plan
Executing On a Well-Researched Plan
Marketplace campaigns offer a wide range of options for positioning your product effectively in front of potential customers. There are a number of interwoven factors that the Brandwoven team of experts evaluate and leverage in collaboration with our clients. We might consider a range of targeting options, such as keywords, product targeting by ASIN, and audience segmentation as avenues for reaching target customers effectively. We additionally need to evaluate the right combination of sponsored product, sponsored brand, and sponsored display based on our campaign research and planning inputs, as different competitive inputs and customer behaviors will all drive different decisions.
Finally, we need to make determinations on budget allocation. Marketing is rarely a linear graph of dollars spent to results achieved. Competitor spend, bid prices, seasonality, product maturity, and hundreds of other factors all impact the cost of successfully executing on a campaign strategy. Working through a forecast and budgeting exercise based on assumed customer demand, available inventory, and competitive landscape, is a key step to make sure we are spending the right dollars in the right places to be as efficient as possible with your budget while simultaneously achieving your goals.
Build Campaigns with Measurement in Mind
Build Campaigns with Measurement in Mind
The Brandwoven team loves data – it’s a cornerstone of how we evaluate performance and iterate on strategies. Effective measurement requires a structure to campaigns that will support faceting in multiple directions. The Brandwoven team uses a combination of internally developed reporting structures and client-specific approaches to ensure we can pull insights from data that help us constantly improve. Tactics like campaign reporting by product type, keyword, audience type, etc. allow us to holistically evaluate performance. It’s possible for results to be up overall, but for one segment to be down and masked by overall performance. By thoughtfully structuring our campaign setup, we’re able to evaluate both overall and individual aspects of performance to make sure we are leaving no stone unturned in pursuit of your goals.
Our team uses a combination of industry best-of-breed tools and custom developed analytics solutions to consume and report on the vast amounts of data provided by marketplaces. This allows us to leverage AI automation for driving insights in addition to structuring reports in novel ways competitors don’t – to best evaluate outcomes and adjust our strategies accordingly.
Frequently Asked Questions
What are the key components of a successful ecommerce campaign strategy?
A successful ecommerce campaign strategy includes defining clear goals, understanding your target audience, conducting thorough keyword research, optimizing product listings, and continuously monitoring and optimizing performance.
How can I determine the ROI of my ecommerce campaigns?
ROI in ecommerce campaigns is determined by tracking metrics like conversion rate, average order value (AOV), and return on ad spend (ROAS).
What role does content play in ecommerce campaign success?
Content is crucial in ecommerce campaigns for engaging and informing potential customers. High-quality product descriptions and videos not only improve SEO, but also build brand authority, trust, and ultimately drive conversions.
How should I allocate my budget across different marketing channels in an ecommerce campaign?
Budget allocation should be based on the performance and ROI of each channel. Allocate more budget to channels that deliver the highest ROI and adjust based on performance metrics like cost per acquisition (CPA) and conversion rates. Testing and experimentation also play a role in optimizing budget allocation.
What are some common pitfalls to avoid in ecommerce campaign management?
Common pitfalls include insufficient audience research, neglecting mobile optimization, not testing ad creatives, ignoring data analytics, failing to optimize product listings, and not adapting strategies based on performance metrics. Regular evaluation and adjustments are essential to avoid these pitfalls and ensure campaign effectiveness.
Driving and Measuring Growth
