Festivedays Leverage search to amplify visibility during events with Amazon Advertising - Amazon Advertising HIVE
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festivedays
Leverage search to amplify visibility
during events with Amazon Advertising
1
Contents
Consumer behaviour in the festive season 03
Amazon Advertising Search Solutions 14
Best practices to get festive days ready 19
Case studies 29
2
Festive season on an average see ~55% spike in searches during the event on Amazon.in*
Consumer sentiments around festivity remains highly positive
Change in festive spends (as compared to last year)
13%
16% 45%
Around 45% consumers
are planning to increase their 26%
spends this festive season
than 2020**
Higher Same Lower Not decided
*Average of GIF’2020 and Prime day 2021 **Source: Amazon-InMobi Consumer Survey 2021 (n=3,031), Aug’21 among internet users in India
3
Joy and festivities are driving an uplift in consumer purchase sentiments
Gifting and celebrations are the major reasons for consumers spending in festive season
Gift 51% celebrations 48% Lifestyle improvement 42%
Gift Celebrations
Mobile & Mobile Accessories 68% Fashion and Fashion Accessories like 68%
apparels, jewelry, etc.
Fashion and Fashion Accessories like apparels, 51%
jewelry, etc. Home Appliances like TV, washing machine, 56%
mixer grinder etc.
Electronic Products like laptop, tablets, 48%
computer accessories etc. Electronic Products like laptop, tablets, 54%
computer accessories etc.
Home Appliances like TV, washing machine, 47%
mixer grinder etc. Home Décor and Furniture like bed sheets, 52%
sofa, curtains etc.
Home Décor and Furniture like bed sheets, 43%
sofa, curtains etc. Personal Care & Grooming products like 49%
skin creams, make-up products etc.
Personal Care & Grooming products like skin creams, 40%
make-up products etc. Mobile & Mobile Accessories 38%
Inmobi consumer survey, base-3031 respondents
4
Majority of consumer journeys plan to go digital this Diwali
Consumer sentiments around festivity remains highly positive
Source of product research
89% Consumer journeys will be
Online shopping website (e.g.,
‘digitally influenced’ Amazon)
61%
Online search / video (e.g., Google,
29%
Youtube)
65% Consumer journeys will be Offline stores 23%
‘digital only’
Social media (e.g., Facebook) 23%
25% Online shoppers are going to Brand's website 18%
celebrate their first Diwali online
Inmobi consumer survey, base-3031 respondents
5
Amazon remains the preferred choice for research and purchase this Diwali
Please select the top 3 factors which helps you in
deciding the purchase during festive season Total
Price Offers & Discounts 39%
Quality 36%
Brand Warranty & Guarantee 23%
84% online shoppers Brand of the product 22%
likely to buy on amazon.in Reviews & Ratings 22%
Product Features 20%
Inmobi consumer survey, base-3031 respondents
6
Great Indian Sale 2021 will be even bigger!
>2.2Billion 1.5x
estimated traffic Y-o-y growth in
session on Amazon.in number of sessions
on Amazon.in**
Source : Amazon Internal data & projections for the Amazon Great Indian Sale during Oct-Nov’21; **vs compared to BAU
7
Greater than ~50% searches are generic across categories
~60% searches related to the ~55% searches in the Haircare ~70% keywords searched in ~65% of searches in the Washing
Makeup and Skincare subcats. subcat. on Amazon.in are the vacuum cleaner subcat. On machines and Refrigerators on
on Amazon.in are generic* generic in nature* amazon.in are generic* amazon.in subcats. are generic*
Across categories, ~60% searches include specific product attributes
Searches related to a Gathering information about Comparisons Comparing prices
consumer need/issue kind of products available
e.g. Face wash for dry skin e.g. Moisturizer for face e.g. Best face wash e.g. Nivea body lotion 400 ml
Face wash for daily use Charcoal peel off mask Best face wash for dry skin Biotique face wash below Rs.1000
Discover & Understand Compare & Consider Buy
(~50% of total searches) (~30% of total searches) (~20% of total searches)
Source: Amazon Internal Data – 2020; *As per Jan’21 data **Jan’21 Vs Jan’20
8
Consumer usage of Amazon.in for product research has continued to grow this year
Avg. Daily Keyword Avg. Daily Product Avg. Daily Time Spent per
Search Volume (Indexed) Consideration (Indexed)** Visiting Customer (mins.)
February 100 February 100
February 6.4
+94% +39% +0.4 min
July 194 July 139 July 6.8
**Product detail page views on Amazon.in | Indexed data Source : Amazon Internal data -2021
9
~2x growth in Search trends across categories
Work/Study from home purchase Sanitization, Health & Larger appliances, kitchen Women traditional wear
trends continue with members safety and self indulgence and furniture continue to trend and Home/loungewear were
purchasing laptops, Wearables continued to be top priority with people spending more time among the most sought after
and accessories for members in home in apparel
2.3x 2x 2x 1.6x
Growth in Amazon Search
Amazon internal data, Feb vs July 21
10~62% shoppers are undecided
on the brand choice
Inmobi consumer survey, base-3031 respondents
11~60% ads influenced purchase journeys are influenced by search ads
Consumer sentiments around festivity remains highly positive
% consumers when they start researching products
93
83
71
52
32
Already started 2 months before Diwali 1 month before Diwali 15 days before Diwali 1 week before festival
(September onwards) (October onwards) (mid October)
Inmobi consumer survey, base-3031 respondents
12Campaign Strategy
Unlock growth with Best practices to get
Amazon Advertising festive days ready
Search solutions
13Unlock growth with
Amazon Advertising Search solutions
14Festive Days can help amplify your brand and increase sales
Reach shoppers Drive sales Increase Use remarketing
browsing ahead of and page views new-to-brand to increase
Festive days on with deals shoppers conversion
15Sponsored Brands
Build your brand by reaching consumers across touch points with different creative formats
Grab attention at Create meaningful Influence on Redirect to store &
Top of search page engagement with video while detail page create awareness
consumers are browsing
16Sponsored Display
A self-service display advertising solution to help grow your business by reaching relevant shoppers
17Sponsored Products
Driver conversions ensuring premium shelf space and visibility across aisle/amazon pages
18Best practices to get
festive days ready
19What objectives do you want to accomplish?
Deciding on your goals up front will guide your brand-building strategy.
Winning impressions
• Increase brand visibility and engagement
• Launch a new product
• Generate traffic to your Store and product Winning Clicks |
detail pages Product page
• Make your Festive day deals more visible views
• Accelerate sales of a new product
• Maximize sales of your bestsellers or
top products Winning
Sales
20Quick Checklist for Festive Campaigns
RETAIL READINESS CAMPAIGN LEVEL
Adequate inventory across top selling/ converting Defining Business KPI so that campaigns can be
ASINs identified accordingly
Competitive pricing of product Choosing the right set of products for
advertisement
Higher customer ratings for advertised products
• Top Selling Products
Avoid product with low customer Reviews – Poor • New Launched
average rating and reviews products can reduce • Higher Margin
the number of customers buying the products Deciding campaign strategy - Choosing right
Product images/ Content are as per Amazon budget and bid values
guideline Creative checks for brand - amazon guidelines and
language
Sponsored Brands & Sponsored Display –
suggested to set up new campaigns 72 hours in
advance for moderation approvals
21Driving Higher Discoverability
Sponsored Brands Sponsored Sponsored Display Sponsored Brand
Budget split
with custom creative Brand Video Amazon Audiences store spotlight 5%
Ad products 5%
• Utilize dynamic campaign bidding strategies • Use CPM bidding for SD for increasing
to increase chances of winning bids impressions
• Optimize SD campaigns to drive page visits
50%
Campaign • Use category view remarketing and retarget
consumers who have seen your ad 40%
• Use combination of Match Types for keyword • In category targeting, make sure you haven’t
targeting to increase visibility selected too niche/narrow categories
• Sale focused brand campaigns with sale/offer • Leverage Lifestyle | Interest | Similar
specific keywords targeting discount/offer audiences
Targeting Asins, comp offer Asins can be targeted with
similar offer asins from our brand
Sponsored Brands
Sponsored Products
• Use Custom Image format and send • Promote ASINs on deal through Sponsored
shoppers from Sponsored Brands ad to Brand Video Sponsored Display (Asin targeting)
brand store page • Customize the headline & logo for SD Sponsored Display (Audience targeting)
• Video in Sponsored Brands should be brief –
Creatives 15-20 secs recommended *suggested
22Prepare your brand Store for the high traffic and link with Sponsored brands
Store
Showcase your brand and deals
with your Store
Help drive shoppers to your
Store with Sponsored Brands
17% average ROAS increase
from linking Sponsored Brands
to your Store compared to a
product list page
Amazon internal data-2020
23Driving higher consideration and product page views
Sponsored Sponsored Display Views Sponsored Product Budget split
Brands Retargeting Audiences
Ad products
10%
• Ensure sufficient budget across campaigns. • Optimise SD campaigns to drive page visits
If need be, increase your budget or shift/
reallocate unused budget
40%
• Utilize dynamic campaign bidding strategies
Campaign to increase chances of winning bids
50%
• Build higher SOV on brand & long tail • Competition targeting based on ASINs | Price
generic keywords with keyword targeting filter to drive consideration for the brand by
• Leverage In-Market| View Remarketing competing at USPs or Pricing sensitive intent
Audiences • Product targeting own ASINs to protect and
Targeting promote
Sponsored Brands
Sponsored Products
Sponsored Display
• Ensure sufficient inventory across ASINs • Based on performance, consider shifting
• Review, deprioritized or paused Non- portfolio and strategize differently (clearance
performing products sale, offer discounts)
Creatives
*suggested
24Better together: Advertising
Sponsored Brands, Sponsored Display
with Sponsored Products
Advertisers who launched a Sponsored Brands and Sponsored Display
campaign after launching Sponsored Products observed:
77%
average increase in conversion*
132%
average increase in New to brand sales*
17%
increase in average ROAS*
*Source: Amazon internal data, Jjuly 18th - Aug 18 , 2021. *compared to only sponsored products advertisers
25Increase Sales and return on advertising spends
Sponsored
Brands
Sponsored Display Views
Retargeting Audiences
Sponsored Product Budget split
Ad products
• Boost budget across performing campaigns • Ensure you are driving traffic from your 10%
• Enable Budget rules to benefit from high Sponsored Brands campaigns to your Store
traffic days • SD campaigns to optimize for conversions 30%
• Review campaign bidding strategy with View remarketing audiences
Campaign
(dynamic/placement bidding)
• Use combination of Match Types for keyword • Analyze targeting performance. Increase bids
targeting + category targeting on the performing ones (lower ACoS) while 60%
• Add negative targeting on keywords and decrease bids on the ones that are too high,
products that are not relevant to your brand based on return
• Capitalize on ASINs with Lightening
Targeting deals/discount by targeting competition ASINs
to attract their share of pie Sponsored Brands
Sponsored Products
• Based on performance, consider shifting • Ensure sufficient inventory across ASINs Sponsored Display
portfolio and strategize differently • Review, deprioritized or paused Non-
(clearance sale, offer discounts) performing products
• Utilize cross-selling/up-selling with performing
Creatives SKUs *suggested
261.8X higher consideration for deals promoted through Sponsored Brands (SB) and
Sponsored Display vs deals which are not promoted
Indexed Detail page views
1.8X
1.8
1.0
Deal with No SB or SD Deal with SB or SD
Amazon internal data- 18th July to 18th August; consideration= detail page views
27Your Amazon Festive days readiness checklist
Lead up During sale day Lead out
Test audience and promoted Increase campaign budgets 1 day Engage audiences that interacted
product strategies for sequencing, prior to SALE EVENT with your products or related
featuring, and groupings products during prior tentpole events
Test copy strategies for auto-gen/ Promote all the ASINS that have Optimize your brand’s Store for the
custom, headlines, featured images, deals running next season
and Store layout
Test keyword strategies for branded, Ensure campaigns are not going Adjust keywords according to
category, product, competitor, and out of balance and adjust daily lead-up and prior event results
match type and increase bids to budget at least 200% high or based
capture impression lift on projections
Adjust budgets at least 200% higher During sale days, review budgets Set budgets based on campaign
than your daily campaign spend at 9AM, 12 PM & 6 PM & 9 PM, to objectives
not miss on high intent traffic
during the SALE EVENT
28Case studies
Cadbury celebrations leveraged Amazon Search & Display to drive 278% higher brand
recall during Diwali’2020
Product focused search campaigns
Approach
• Sponsored Product & Sponsored Brand ad formats used extensively along with Targeted BTF
Display Banner placement
• Campaigns were segmented basis Gifting & Non-Gifting Cohorts enabling granular control for
budget optimization.
• Campaign creative was highlighting Hero SKUs with strong offer/promo callout
“ In Diwali 2020, Amazon Advertising Solutions helped us effectively target the most
relevant customer cohorts for Cadbury Celebrations. AMS has helped scale-up our
gifting business while maintaining strong ROAS.
”Gautham Govindan, Media Manager, Mondelez
~222 mn ~0.75% 400% 30% 300%
Ad-impressions /Reach Click-through rate Increase in Adv. SOV Increase in consideration Increase in sales/leads
30BSH Home Appliances leveraged Amazon Advertising to drive 80% lift in
New-to-brand orders* during Prime Day’21
Differentiated consumer insights leveraged across SKU’s for search campaigns
Approach
• Search campaigns precisely focused on brand positioning and products offers to drive
conversion/ROAS
• Campaign/ad groups were segmented according to product variant and pricing in order to control
overspending while maintaining high visibility in search results
• Sponsored Brands custom creative helped drive better conversions
“
In the month of July, we saw a huge surge for mixer grinders. This meant that consumers were
actively searching for them on Amazon. We wanted to be relevant during this consumer journey and
hence started investing in sponsored ads on Amazon. This helped us to be relevant to them during
”
this journey. The ROAS which the campaign delivered was above industry benchmarks. July showed
highest number of sales for Bosch mixer grinders on Amazon.
Amey Gangoli, Brand Manager, Small Appliances, BSH Household Appliances
~3.4 mn ~6% Increase in ~80%
Ad-impressions advertising SOV New-to-brand orders
31BSH Large Appliances leveraged Amazon Advertising to drive 20% lift in branded
searches and 2X increase in Conversion Rate*during Prime Day’21
Approach
• Intensive use of Sponsored Products and Sponsored Brands campaigns to increase brand awareness
• Leveraged category benchmarks and campaign reports to analyze the performance
• Deployed relevant optimization tactics and build a customized strategy to drive higher conversions
“
With almost 28% of overall sale contribution happening from digital in consumer durable industry
today, we saw Prime Day as a brilliant opportunity to build in consideration among the in-market
consumers. Sponsored product & brands campaigns are a great way to help get customer attention,
attract new-to-brand customers, and communicate the brand story. Team helped us enabled reach
the relevant audiences, analyze insights while also delivering a positive ROI. Campaigns saw a
significant increase in Brand’s SOV across category which translated into a positive and very
healthy ROAS.
” Tanushree Singh, Digital - Dy Manager, BSH Household Appliances Manufacturing Pvt. Ltd.
~16 mn ~20% Increase in 2X Increase in
Ad-impressions branded searches conversion rate
32Home Centre leveraged Amazon search to achieve 25% uplift in Furniture sales during
Prime day & Freedom sale
Optimal campaign structuring & budgeting to deliver best results
Approach
• Key top performing ASINs were prioritized for the campaign
• Keyword strategy – brand & category keywords with Exact match type were chosen
• Lightning deal ASINs promoted on Sponsored Brands with linkage to Stores page
• Increased visibility on first page search results through bid optimization
“
Sponsored Ads solution on Amazon has helped us significantly scale up our revenue
during the festive season. It provided us the right levers to reach the most relevant
customers in a scalable and cost effective way.
” Sitaram Kumar, Business Head, Home Centre India
~17 mn ~0.75% 72% 60% 52%
Ad-impressions Click-through rate % of Sales New to brand Increase in ROAS Increase in sales
33Bose leveraged Amazon Advertising search and display to drive ~41x ROAS
Approach
• Targeting relevant audience cohorts across lifestyle, in-market and search signals
• Deployment of a 3-pronged approach :-
• Driving product discovery through display ads on the amazon.in homepage slots
• Engaging intent shoppers in search through Sponsored ads
• Remarketing to detail page viewers to improve conversions
• Ad-creatives were designed focused on product benefits and variants
“ We achieved a phenomenal ROAS during this highly competitive period. Team had preempted the high
traffic and looked at trends for similar periods and carved out a strategy based on audience research
and insights on the platform. The strategy was built around to drive higher consideration and conversion.
Our focus was balanced investment based approach which helped to yield better results. The team has
”
shown remarkable talent and skills to fuel the brand on the platform.
- Kiran Antony, Brand head, Bose
~23.6% ~0.73% Click- 40.7x Return 1.65x Increase 34% Increase
Ad-impressions/Reach through rate/VTR on Ad Spend in consideration in sales/leads
34Preethi Kitchen Appliances capitalized on Amazon Search to achieve 18.7x
ROAS & 42% increase in SOV during Festive Season
Approach
• Focused on category based long tail keywords to drive higher first page search visibility to improve
the overall SOV for the brand
• Separate campaigns for top performing ASINs were created to drive higher sales
• Campaigns were grouped around Brand, Category & Competition keywords with cross negatives
targeting
• Higher budgets were allocated to Sponsored Products campaign followed by Sponsored Brands &
Sponsored Display so to balance both Performance & SOV
“ Amazon Advertising has helped us improve consideration and preference for the brand
and it has helped us gain market share
” - Kavin Malan R, Category Lead , Brand Preethi
~111 mn ~0.50% 18.7x 42% 183%
Ad-impressions Click-through rate Return on Ad Spend Increase in SOV Increase in sales
35Thank you
GROUPM AMAZON ADVERTISING
CONTRIBUTORS CONTRIBUTORS
Chandrika Shenoy, Delivery & Practice Leader – Biddable Commerce, GroupM Abhishek Kumar, Product Marketing Manager
Ravi Aggarwal, Business Director, GroupM Mayank Bhatnagar, Head-Marketing
Rahul Manohar, Business Executive, Commerce – GroupM Neeraj Rai, Senior Marketing manager
Suhen Singhal, Manager, MarketingWork/Study from home purchase trends
continued with members purchasing laptops,
Wearables and accessories
Growth in searches
Electronics 217%
Home_Entertainment 228%
Office Products 213%
PC 250%
Mobile 267%
Mobile_Accessory 200%
Indexed data Source : Amazon Internal data -2021 ~ feb’21 vs july’21
37Sanitization, Health & safety and self
indulgence continued to be top priority
for members
Growth in searches
Amazon_Pantry 186%
Baby 159%
Beauty 171%
Grocery 238%
HPC 191%
Pet Products 210%
Toys 216%
Indexed data Source : Amazon Internal data -2021 ~ feb’21 vs july’21
38Larger appliances, kitchen and furniture
continue to trend with people spending
more time in home
Growth in searches
Automotive 164%
Business 233%
Furniture 231%
Home Improvement 231%
Kitchen 210%
Lawn and Garden 217%
Major Appliances 242%
Sports 163%
Indexed data Source : Amazon Internal data -2021 ~ feb’21 vs july’21
39Women traditional wear and
Home/loungewear were among the
most sought after in apparel
Growth in searches
Apparel 173%
Jewelry 151%
Luggage 150%
Shoes 152%
Watches 124%
Indexed data Source : Amazon Internal data -2021 ~ feb’21 vs july’21
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