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Amazon Sell - Scaling New Heights in Australia

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About Amazon

Amazon is the world's largest e-commerce platform, with over 300 million people using their services to purchase everything from clothes to electronics. Amazon Sell provides a platform for businesses to easily sell their products online, increase their visibility and form part of Amazon's massive growth. Amazon Sell's target market is extremely broad, including startups, B2B and B2C companies, brand owners and brand resellers that want to leverage Amazon's global audience. In 2020, Amazon Sell rolled out a new website to sustain their growth by improving organic ratings and the performance of their Paid Search campaigns.

Challenge

After the launch of their new website, Amazon was struggling to see results in their Social campaigns. With a boost in digital post-COVID, Amazon went to market in mid-2020 to find a digital agency to scale Amazon Sell in Australia. After a highly competitive pitch, Amazon chose Rocket to run paid digital campaigns with a view to ensuring sustainable digital growth across all stages of the buyer's journey. The main objectives of the campaigns were:

  • Increase total store launches with an initial focus on Google Ads optimisation
  • Increase visibility, traffic, and organic launches by developing a bespoke SEO strategy.
  • Test the impact of awareness and consideration campaigns on launch uplift by developing Display and Social campaigns.

Solution

Rocket commenced with optimising Google Ads campaigns. Considering a successful acquisition program generates demands across all stages of customer consideration, Rocket advised that relying on bottom of funnel acquisition was not enough to achieve exponential growth. So, given the success in Paid Search, the engagement was broadened to include other performance digital channels: Organic, Paid Social, YouTube, and landing page experience.

With Google Ads, the approach was to:

  • Maintain results post-COVID, while e-commerce searches spiked and CPL saw historical records
  • Increase media spent incrementally with a view to monitor opportunities for a lower Cost/result
  • Understand cross-channel attribution, the user journey, cross-device behaviour, time lag and assisted conversions.

With SEO, Amazon faced many challenges including the lack of internal resources, competition with other Amazon properties, and difficulty in ranking for non-branded keywords. Rocket delivered a thorough campaign to combat these issues. This included:

  • Support pre and post site migration This included a detailed structural and technical site audit
  • Comprehensive keyword-based content strategy for existing web content including videos, webinars, and text-based web-pages
  • Content creation projects to produce new articles and refresh older content

Outcomes

131%

increase in media management

105%

increase in total store launches

~2X

increase in organic store launches

Result

The results have been staggering. Despite the boom that 2020 brought e-commerce, YOY growth has been through the roof. Rocket managed a massive increase of 131% in media budget and delivered store launches with a minimal increase in Cost/Launch of just 13%.

Rocket delivered a 105% increase in total store launches from Paid search and organic channels; almost doubling the number of launches from organic.

In particular, the awareness campaigns generated excellent results, delivering CPCs for less than $1 from Australian business owners, a key persona for Amazon. This was impressive because we could not run any remarketing campaigns due to Amazon's privacy policy and restricted access to previous data.

Check our next case study

73%

Increase in ROI

85%

Increase in Revenue

33%

Decrease in CPC
4Cabling

How 4Cabling Generated a 73% Increase in ROI from Google Ads

4Cabling is an e-commerce business, Australia's leading direct-to-consumer manufacturer, wholesaler and retailer of cabling, server racks and IT management accessories. After 13 years of consistent results from Google Ads, with an increase in competition in the market, their campaigns were returning diminishing returns. They partnered with Rocket to rehaul their digital strategy, optimise their Google Ads account and deliver better marketing results. Within four months of the engagement, Rocket delivered stability and improved performance in 4Cablings most important revenue generation channel – Google Ads. This took a significant weight of marketing’s shoulders and allowed them to tackle new challenges and opportunities in the business.

We do work with great companies of all sizes

Smaller...
And Bigger

atkinson
cabling
unidays
luna-park
crown-group
veolia
furnished-property
bliss
aco
grace
meriton
plus-fitness
volle
max-diamonds
codecamp
sun-doctors
homeco
sap
Jamesons
rezdy
goget
oz-comic-con
campus-living-villages
geocon
wherewolf
wincrest-bespoke
spectur
liv
sma
vivo

Better marketing results start with a conversation

Call us on 1300 059 620 to skyrocket your campaigns

If you’ve got a challenge we’d love the chance to come up with a solution. Most of all though, we’d love to help grow your business.
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