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.
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 an ecommerce marketing 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:
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:
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:
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.
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.