Introduction
Bialetti Industrie is an Italian company specializing in moka pots, small domestic appliances and cookware sold under the Bialetti, Aeternum, Rondine and Cem brands.
The partnership with Kiliagon started in January 2020 in Italy with the main objective of managing online advertising campaigns and buying digital media inventory. Today the collaboration spans three European countries: Italy, France and Germany.
The main management lever was multicountry advertising, with the goal of increasing advertising volumes through Search and Display campaigns.
Activities
- Definition of the business plan and bundle strategy, including marketing packages and special deals.
- Management of search and display campaigns on the Advertising Console.
- KPI monitoring and performance reporting from the Advertising Console.
In the first phase, the Kiliagon team completely restructured the account, working on the various semantic areas and building campaigns capable of showing the most relevant product for each user, with an initial focus on keyword relevancy.
The budget was allocated according to the brand’s growth needs, even at the expense of short-term efficiency, to give a boost to less-known products such as ground coffee. To achieve this goal, the team leveraged the brand’s strong reputation in moka pots to support Bialetti’s coffee-roasting range as well.
Results of the Multicountry Advertising Program
The new structure led to greater account and campaign effectiveness and efficiency, translating into sell-out results driven by campaigns from the very first month of January, with steady growth despite the temporary suspension of some Amazon categories during the first weeks of the pandemic.
Thanks to a correct use of Amazon Advertising Console features, the first improvements were recorded in CTR and CPC by showing users the products most aligned with their searches. Comparing 2019 performance with the results delivered by Kiliagon, CTR rose from 0.44% to 0.87%, while CPC was optimized by 37%. In practice, the clicks generated in five months matched the search-campaign traffic delivered over the entire previous year, with only half the spend.
This brought more traffic to product detail pages and, above all, traffic with better performance: conversion rate grew by 114%. In just five months, orders coming directly from advertising increased by 26% versus the entire previous year, ultimately driving a +98% revenue increase year over year.