The challenge
The e-commerce agency Aurelius Accelerate, which manages advertising for 9+ major brands, operated its campaigns through Amazon’s Ad Console. It quickly ran into difficulties.
Many Aurelius clients were running hundreds of campaigns at once, some with 1k+ keywords. Manual campaigns offered the biggest competitive advantages for its clients, but they were difficult to refine at scale.
With manual campaigns, “the cost optimization is tricky within the console, and is much more labor intensive at a keyword level,” said Marcus Siddons, the founder and director of Aurelius Accelerate.
The solution
When Aurelius began managing campaigns through Intentwise, it could implement new optimization features across all manual campaigns.
Together, Intentwise and Aurelius collaborated to refine the ways in which Aurelius bids down on a keyword level—for example, bidding down when a specific keyword sees low conversions after a certain number of clicks or a certain number of dollars spent.
Other immediate benefits included the ability to segment out brand vs. non-brand keywords and to implement stricter dayparting rules. When Aurelius discovered that one client’s ads were performing especially poorly on weekends, Aurelius built out a set of rules within Intentwise that recalibrated its strategy specifically on Saturdays and Sundays.
The Intentwise platform also offered Aurelius Accelerate broader insights into the businesses of its clients. Intentwise and Aurelius worked together to create an item-level profitability view for multiple Aurelius clients that identified the top 20-30 SKUs, based on profit margin. In order to see how those top SKUs shifted seasonally, Intentwise and Aurelius set up a 90-day auto refresh.
Aurelius then used that list of top SKUs to inform its ad strategy. “Making sure you get those top 20 SKUs right is really important to many businesses,” Siddons said.
With Intentwise, it was easy.
