Introduction
Bestway is a leading brand in the above-ground pool, inflatable spa and accessories category. The partnership with Kiliagon started in 2018 with the objective of managing Amazon Advertising in Search and Display on the Italian market through a hybrid model involving both the brand’s Vendor and Seller accounts.
Activities
- Search media activities.
- Retargeting activities for pool accessories.
- KPI monitoring and weekly reporting on the Advertising Console and Amazon DSP.
From a Search standpoint, the strategy focused on owning the keywords linked to the brand’s core categories. In addition to Sponsored Products and Sponsored Brands, Sponsored Display and Sponsored Brands Video were activated to drive qualified traffic to advertised product pages.
On the display-media side, given the purely performance-driven objective, the 2021 strategy concentrated on retargeting users who had already shown interest in the identified categories.
Results of Amazon Advertising Management
2020 was a very challenging year for Bestway, both because of the sharp increase in demand to satisfy, with searches for the keyword “above-ground pool” up +73% versus 2019, and because of logistical difficulties caused by the pandemic and production slowdowns.
To support sales, the brand increased the media budget and extended the campaign-delivery period, covering not only the seasonal peak but also lead-in and lead-out phases. In 2021, category growth continued, with searches in the core category up +19% versus 2020.
In 2021, investment in Search campaigns increased significantly and generated +36% sales versus the previous year. The gap between spend growth and revenue growth was influenced by higher CPCs on target keywords, caused by stronger competition and increased traffic on the same queries.
Despite reduced investment in Media Display campaigns, historically less efficient in ROAS terms than Search, revenues remained broadly stable. This was made possible by a roughly -40% drop in CPM, which led to greater delivery in terms of impressions (+25%) and a +34% increase in ROAS year over year.