To effectively increase traffic to your Product Display Page (PDP) before Prime Day, implementing a comprehensive ads campaign focused on raising brand awareness and fostering customer consideration can prove highly successful.?
We applied this approach to one of our brands in the Office & School Supplies category during Prime Day 2022, which yielded positive overall outcomes. Here are the key results:
- 300% uplift in ROAS in DSP during the Prime Day event
- 112% increase in Detail Page View Rate (DPVR) and 60% improvement in CTR
- 344% increase in new-to-brand ROAS
- 127% increase in branded searches compared to the previous month
Here's how we achieved these results:?
- BBE initiated an awareness and consideration campaign for the brand four weeks before Prime Day. The campaign was designed with two main objectives - to discover new and pertinent audiences and to boost the total traffic to our store and product pages before the event.
- We utilized Amazon DSP's Audience Insights and Audience Overlap reports to identify new audience opportunities to drive new traffic to the brand store and PDPs.
- We launched custom creatives in the awareness-and-consideration funnel and?expanded look-back windows to ensure we targeted all the shoppers who were previously interested in the category.?
- During the lead-up, we focused on winning more Owned and Operated impressions on Amazon's platforms and attracting third-party exchange impressions.?
- During the Prime Day event, we increased the ad frequency and remarketed to users who had shown interest in the brand and did not purchase during previous interactions.
The following slides show the weekly performance of the brand's ASINs in 2022 and the increase in organic search results, recommendation appearances, and promoted ASIN visits and conversions.
