Amazon Advertising management: Bestway

Introduction

The partnership between Kiliagon and Bestway began in October 2021 in Italy with the goal of Advertising Management on Bestway Amazon Channel and purchasing online advertising spaces. The main management lever has been advertising, aiming to increase advertising volumes through Search and Display campaigns.

Pierpaoli Exelyas, thanks to 50 years of scientific research and studies conducted by Professor Walter Pierpaoli, formulates unique products to regain control of the biological balance. Professor Pierpaoli has become famous worldwide for his research on melatonin, a molecule that has proven highly effective for synchronizing biological rhythms, which have a significant impact on the balance of hormonal, metabolic, and immune functions—a crucial condition for maintaining health.

Activities

• Media Search Activities
• Retargeting Activities for Pool Accessories
• KPI Monitoring and Weekly Reporting on Results on Advertising Console and Amazon DSP

The strategy implemented from the search perspective was to dominate the keywords related to the brand’s core categories. In addition to the traditional Sponsored Brand and Sponsored Product formats, Sponsored Display and Sponsored Brand Video formats were also activated to increase qualified traffic to the advertised product listings.

From the display media standpoint, since these had a purely performance objective, in 2021, the strategy focused solely on retargeting users who showed interaction with the identified categories.

Results of Amazon Advertising Management

In 2020, Bestway faced a challenging year, both in terms of meeting increased demand (+73% in searches for the keyword “Above Ground Pool” compared to 2019) and logistical challenges (the pandemic led to a slowdown in the average production time of products).

With the aim of boosting sales, the brand increased the advertising budget and extended the campaign delivery period, covering not only the peak period but also the lead-in and lead-out periods. In comparison to expectations, 2021 also proved to be a growing year for the category, recording a +19% increase in searches for the brand’s core category compared to 2020.

In 2021, the brand decided to significantly increase its investment compared to 2020 for Search Engine Advertising (SEA) campaigns, which generated +36% of sales compared to the previous year. The disparity between the increase in spending and revenues can be attributed to a significant rise in the Cost Per Click (CPC) on targeted keywords, primarily due to increased competition for keywords and the associated traffic.

Despite a decrease in investment in Display Media campaigns (with a historically lower Return on Advertising Spend (ROAS) compared to SEA campaigns), the quantity of generated revenues remained substantially unchanged compared to the previous year, as there was a decrease in Cost Per Mille (CPM) of around -40%. This resulted in a higher delivery compared to the previous year in terms of impressions (+25%) and an increase in ROAS compared to last year by +34%.

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