Customer Profile
RIDDER is a large German manufacturer of bathroom equipment and accessories. The company's product range includes, for example, shower curtains, bathroom textiles, and bathroom accessories.
At a Glance
Industry: Home & Living
Products: Bathroom equipment & accessories
Sales Program: Amazon Vendor Program
Initial Situation, Goals & Problems
RIDDER became a customer of the Omnifox agency in 2021 and was already listed on Amazon with several products in the Vendor Program at that time.
Sales were picking up more slowly than hoped, and the competition was able to achieve both better positioning of their products in search result pages as well as higher sales figures and significantly more reviews.
Furthermore, RIDDER had not yet run any advertising campaigns on Amazon, which meant the vendor additionally lost thousands of sales from advertising to the competition. In addition, unlike its largest competitors, RIDDER also lacked its own Amazon Brand Store.
For the bathroom accessories manufacturer, increasing turnover and sales was defined as the overarching core goal. As sub-goals, sales from PPC advertising campaigns should now also be generated and organic product views increased.
At a Glance
Goals: Sales & revenue increase
Core Problem: Low visibility
Causes: Low rankings & No advertising
Strategy & Measures
In the first step, a comprehensive analysis of the Vendor account and all product detail pages was carried out to identify potential improvements. It became clear that the product listings had not yet been sufficiently optimized for keywords relevant to the products. Therefore, after extensive keyword research, we first enriched the product pages with the relevant keywords and revised the titles and bullet points.
Subsequently, we designed and implemented an attractive and well-structured Amazon Brand Store for RIDDER products.
RIDDER Amazon Brand Store
This now enabled our PPC team to specifically run Sponsored Brands campaigns targeting the brand shop. These are paid advertisements that are shown to customers above, next to, or between search results. They display the advertiser's logo, a headline or slogan, and up to three products from the product range.
RIDDER Sponsored Brand Ad
Measures at a Glance
- Optimization of product listings
- Brand Store set-up & maintenance
- Set-up & management of Sponsored Brand campaigns
- Strategic 360° support for Vendor account management
- Operational support with ASIN new listings
Results & Impact
The introduction of Sponsored Brand Ad campaigns was and continues to be a complete success, which is particularly evident from the low ACoS (Advertising Cost of Sales) of the campaigns. The campaigns are currently running at an ACoS level of approximately 10%. This means that for every euro in sales generated through advertising, only 10 cents were needed for advertising costs. Thus, RIDDER achieves sales of €10,000 with an advertising budget investment of only €1,000.
In addition, the new sales from the Sponsored Brand campaigns indirectly contributed to a significant increase in organic views. This is partly because the brand has become established in the minds of Amazon users, thus increasing direct search queries for RIDDER products. On the other hand, the high conversion rates and click-through rates of the PPC ads for certain search terms suggested to the Amazon algorithm that the advertised products are very relevant for the respective keywords for searching buyers. This, in turn, had a positive effect on the organic positioning of the products in search results, and RIDDER recorded over 1,000 organic views in the first 30 days after the start of our collaboration, which have been steadily increasing since then.