Pet Brand Leverages Amazon DSP Campaigns to Increase Revenue 46% Year-Over-Year

The brand’s top selling product became ineligible for sponsored product advertising due to profitability concerns from Amazon. Due to this restriction, the brand was only able to include their top selling ASIN in Sponsored Brand ads and not in Sponsored Product ads which yield better conversion and return on ad spend. Prior to the ineligibility, Brandwoven’s ad team had been executing a Hero ASIN strategy using the Original Pellet ASIN. Historically, the product had been driving most of the brand’s revenue, making up 81% of the brand’s revenue in 2023. Not only was this ASIN’s sales impacted by ineligibility to serve SP ads, so were the other products in the variation that had benefited from the traffic driven by the ads. Partnering with Brandwoven on their Amazon strategy, the pet brand needed another solution to continue to drive traffic and conversions.

Brandwoven was able to run sponsored product campaigns on other litter products in different pack sizes, effectively driving traffic to the parent page, where the best seller was visible. Not only were we targeting customers looking for a discontinued brand, but we also were showing them the pet brand’s products resulting in more impressions, clicks, and conversions.

The AMS campaigns were optimized to work in conjunction with the Amazon DSP ads. Brandwoven tailored both the AMS and DSP campaign targeting to ensure they were properly structured to meet customers at their specific point in the marketing funnel. This was extremely important as the AMS marketing campaigns acted as a net for capturing shoppers that clicked into the Amazon ecosystem externally. If we had failed to structure both the AMS and DSP campaigns to work symbiotically, the seller account would be left vulnerable, missing sales opportunities.

Brandwoven structured the campaign strategy and development based off the stages of the marketing funnel we were aiming to target. For the pet brand’s purposes, we used a full-funnel approach. Most of the Amazon DSP campaigns were directed to middle-lower funnel consumers. Audiences and creative designs were primarily focused on Consideration, Conversion, and Loyalty.

Using brand halo insights, Brandwoven could identify which audiences were converting. Specifically, where the halo conversion took place was most important – this is how Brandwoven could ensure that the AMS campaigns were structured accordingly, to act as the net for audiences clicking into the Amazon ecosystem externally. If the agency had failed to properly structure across both fronts, the brand would be left vulnerable to missed sales opportunities. Brandwoven’s goal for the initial DSP launch was to tailor the campaigns for overall effectiveness and drive toward total return.

Within the 3 market positions of Consideration, Conversion, and Loyalty, Brandwoven utilized custom audience builds based on keyword analyses provided through historical AMS successes and failures. We additionally built custom audiences through ASIN targeting, as well as utilized previous history and expertise from running Amazon DSP campaigns for other clients.

The custom audiences were used in tandem with a variety of repurchasing and remarketing techniques that were tailored to the client’s needs and customer lifecycle. Keyword, ASIN, and audiences were all custom-built utilizing information gathered over time working with the client on managing their AMS business, then pitched to the client in a DSP PowerPoint deck for approval prior to launching the campaigns.

Creating custom audiences based on analyzed keyword performance from one of our marketing tools, Pacvue, gave Brandwoven the ability to isolate top sales-performing keywords in targeted DSP line items, driving off-site conversion opportunities. This strategic implementation on custom keyword-created targeting provided us with a lower funnel position to drive conversions to a valuable audience based on previous conversion success. These orders gave us the flexibility to optimize and curate new line items and orders based on performance and keyword trending volatility.

The last key component to Brandwoven’s approach was new creative digital merchandising and custom line items. Brandwoven created orders and custom line items, plus added any new creative or lifestyle images that the pet brand wanted to be featured with their ads. The custom line-item settings were as follows:

• Line-Item: Setting plays a crucial role in where the ads are displayed. This is crucial in ensuring we delivered the right ad in the appropriate medium to the correct audience.
• Supply Source: For majority of the product groupings, Brandwoven recommend that the brand didn’t expand outside of the Amazon supply source. These sources and audiences historically have a less cost effective eCPM and greater total ROAS. It was imperative for us to follow a linear supply source for effective DSP targeting. Utilizing custom built Pacvue line items allowed Brandwoven to reach the audience’s search off-site and drive them back into Amazon’s ecosystem.
• Viewability: Determining the reach, how often the brand wanted to display ads to a single viewer, and how to pace the ads accordingly were all factors for consideration. Brandwoven’s initial recommendation was to start at 60-70% and pace evenly throughout the first month to not overwhelm shoppers with too many ads while continuing to optimize for efficiency over time.

Even with the advertising ineligibility on the top revenue-driving ASIN, Brandwoven was able to raise Ordered Revenue by 45.73% year-over-year. Shipped COGS rose by 45.61% and Units Sold increased by 30% during the same period.

Thanks to partnering with Brandwoven, the pet brand hit and exceeded their Amazon sales goals even with suppressed AMS advertising. Utilizing a strategic combination of Amazon DSP campaigns and the brand’s remaining AMS options, Brandwoven helped the pet brand bring over 8 million ad impressions, generate new Subscribe & Save customers, and sell thousands of units.

All of these results came from an 8-month strategy implemented from January-August 2024 compared to the same period of the prior year. With a dedicated agency team behind them, the pet products brand was able to finish their season strong and head into the next year with even bigger sales targets – that they are now confident can be hit, even with the challenges that selling on Amazon comes with.