Advertising Managament Multicountry: Bialetti

Introduction

Bialetti Industrie is an Italian company specialized in the production of coffee makers, small household appliances, and cookware under the brands Bialetti, Aeternum, Rondine, and Cem.

The partnership with Kiliagon began in January 2020 in Italy with the primary goal of managing internet advertising campaigns and purchasing online advertising spaces. As of today, the collaboration extends to three different European countries (Italy, France, and Germany).

The main management lever has been multicountry advertising aimed at increasing advertising volumes through search and display campaigns.

Activities

• Definition of business plan and bundle strategy (marketing packages and special deals)
• Management of search and display campaigns on Advertising Console
• Monitoring KPIs and reporting on results on Advertising Console

In the very initial phase, the Kiliagon team completely restructured the account, working on different semantic areas and creating campaigns that could display the most relevant product for the user, initially focusing on keyword relevancy.

The budget was allocated according to the Brand’s push needs, even at the expense of efficiency, in order to boost lesser-known products, such as Ground Coffee, for which a new flavor will be launched shortly. To achieve this goal, the Brand’s notoriety in the coffee maker sector was leveraged to also drive the Bialetti roasting division.

Results of Amazon Advertising Multicountry

The new structure has led to greater effectiveness and efficiency of the account and campaigns, resulting in sell-out results from the campaign as early as January, with consistent growth throughout the period, despite the blocking of some Amazon categories during the early weeks of the pandemic.

Thanks to proper management of all features of the Amazon Advertising Console platform, the first improvement recorded was in CTR and CPC, as the most relevant product was displayed for the search. Comparing past performances (2019) with those achieved by Xingu, it’s observed that the CTR increased from 0.44% to 0.87%, doubling, while the CPC was optimized by 37%. In practice, the clicks generated in 5 months were in line with the traffic from Search campaigns throughout the previous year, at half the cost.

This allowed for more traffic to product listings, but not only that. Considering the increased relevance between displayed product and user searches, the traffic brought in recorded better performance, with a 114% increase in conversion rate. In 5 months of the campaign, orders directly resulting from advertising grew by 26% compared to the entire previous year. This ultimately led to a total revenue increase of +98% over the previous year’s five months.

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