23.1
%
Increase in Ad sales
34.7
%
Decrease in ACOS
24.2
%
Increase in Total Sales
35.3
%
Decrease in TACOS
The Brand
APGO, a European brand with a comprehensive selection of over 300,000 products including mobile covers, camera covers, and screen protectors, is a leading company in the smartphone protection industry.
To maintain their position as an industry leader, APGO has to ensure that every customer gets the best experience with the product in terms of quality, variety, and commitment. With such responsibilities and promises, they’ve been able to fulfill customers’ demands efficiently by managing a portfolio of such vast magnitude.
Objectives and Challenges
APGO’s large product collection could be difficult to manage and organize, especially when it comes to launching campaigns and analyzing performance. One issue that the brand faced was the challenge of grouping similar products together, as different phone models may have various variants with different size requirements for protective cases.
To address this issue, APGO, a leading brand in the smartphone protection industry with a vast portfolio of over 300,000 products, evaluated various tools in order to find the best platform to support its large product range. After considering several options, APGO ultimately chose Adbrew due to its ability to handle such a large volume of products. For instance, using Adbrew, you could create categories for specific phone and smartwatch brands and then sub-categories for the different models and variants. This made it easier to launch campaigns targeting specific product groups and to analyze as well as optimise the performance of those campaigns.
The Solution
Adbrew’s robust features provides a solution to APGO’s challenges in managing its product portfolio and launching campaigns. By allowing for more precise grouping and organization of products, Adbrew helped the company streamline its processes and more effectively target its campaigns to the right customers.
Campaign Launch
APGO’s large product collection presented a significant challenge when it came to organizing the data and launching campaigns. With over 300,000 products to group together, manually organizing the ASINs would have taken a significant amount of time and resources.
Once products were labeled, the team leveraged Adbrew’s Campaign Launcher to launch hundreds of campaigns (auto, research, manual, offensive, defensive, etc) across hundreds of categories in a few clicks. These campaigns produced insights that were further used to optimize the performance of the account. Overall, more than 6,000 campaigns were launched within a few minutes.
Target Harvesting
As the auto-campaigns started giving out search terms for the products, Adbrew’s automated target movement automatically moved relevant and profitable search terms from auto to manual campaigns. This ensured that if a search term has converted with good ACOS in auto-campaign, they get targeted in the manual campaigns.
Managing such large number of campaigns and products could have made it challenging to maintain visibility and control over the key performance indicators (KPIs) in the account. Adbrew’s change log, detailed dashboards and automation helped overcome all such challenges.
Negative Targeting
The auto campaigns generate a lot of irrelevant keywords which can be harmful to the campaigns as they might be bleeding or have high ACOS. There was a need to negate the irrelevant keywords via automation to save time and make the process efficient. Adbrew supports automated negation of search terms through rulesets. By creating rules based on certain criteria and actions, the process was easily automated and irrelevant search terms were negated from the campaigns.
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Bid Optimization
Adbrew’s rulesets helped automate the bid management process for APGO. Automation helped us set the most optimal bids based on the performance of the keywords, which would have been challenging to track and optimise manually. This not only reduced the time required to optimise the bids, but also resulted in performance improvements that was impossible to achieve manually.
Catch-all Campaign
Adbrew’s rulesets helped automate the bid management process for APGO. Automation helped us set the most optimal bids based on the performance of the keywords, which would have been challenging to track and optimise manually. This not only reduced the time required to optimise the bids, but also resulted in performance improvements that was impossible to achieve manually.
Results
Within a two-month period, APGO saw an increase of 36.16% in advertisement sales and 33.43% decrease in ACOS. Overall, the total sales went up by 32.9%, while the TACOS reduced by 32.8%.