How We Increased An Amazon Home Goods Seller’s Market Share 35%

With G-d’s help, in an account-wide a/b test covering about $180,000 in spend, we achieved a 35% increase in market share. (Not 35% share of market; 35% growth.)

Specifically, we saw 18% higher conversion rates and 13% higher clickthrough rates.

The combination of the two resulted in a combined 35% higher revenue per search (aka revenue per impression or per 1000 impressions, RPM).

If you’re not familiar with revenue per search, consider that you can’t usually make more people search. But you can get more sales from those that do. If you achieve that, you are increasing your market share.

How did we get these results?

By segmenting and personalizing our ads.

Since most sellers and vendors start with Sponsored Products and try to copy that over to Sponsored Brands, most advertisers’ Sponsored Brand campaigns are not organized well. People tend to dump all their keywords in a few large campaigns.

That might be OK with Sponsored Products (there are reasons it’s not great there either, but that’s another discussion) since you can’t change the message in your ad with Sponsored Products. No matter what you target, the ad is the same.

That’s not ideal since one campaign can’t speak equally well to multiple audiences. Marketing 101 – know your audience and adapt the message to them.

But that’s just the way it is with Sponsored Products.

With Sponsored Brands, you do have control over the ad creative. Whether that’s your text headline, display names and landing pages, or whether it’s your video, you definitely can speak to different audiences with different messages.

So we grouped keywords with similar intent into small campaigns, and personalized the messages and product merchandising. As a result, more people clicked and converted in the new segmented campaigns.

How to group keywords into logical segments

Beside for the main noun that describes your product, there are a variety of adjectives and other “modifier” keywords. Each segment of our audience was based on keywords sharing a modifier plus the main noun.

So for example if we were selling rugs, we might group keywords with the modifier “living room” and the noun “rugs” in one campaign, while keywords that include “entrance” and “rugs” would be a separate campaign.

How we analyzed the Sponsored Brand reports’ data at the account level

Comparing two campaigns is easy.

How do you compare the data on hundreds of campaigns?

We named the new campaigns differently than the old ones.

As a result, it was easy to use spreadsheet sumif formulas to sum impressions, clicks and orders just for the new campaigns and just for the older campaigns, by checking for the extra word in the new campaigns’ names.

Then we calculated clickthrough rates, conversion rates etc.

Take the time to segment your Sponsored Brand ad campaigns – your customers will thank you and reward you with greater market share as a result!

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