The problem:
Last year, the agency Clear Ads realized that one of its top clients—a partywear brand—was seeing its revenue drop. Though the brand’s CPC ad performance was strong, the organic sales weren’t trickling in like they used to.
Clear Ads needed to figure out what the problem was.
The solution:
Using Intentwise Analytics Cloud, Clear Ads could easily get a holistic view of ads and retail data, and it could make these links between both sides of the business.
This particular client has a huge account—around 10,000 ASINs in total. For Tom Waghorn, Advertising Specialist at Clear Ads, it was difficult to manage the performance across all of those products. On Amazon, for instance, the client’s reports were an overwhelming mess of data.
Intentwise solved this problem. At login, Intentwise displays all of the keywords—broken down by ad type—that exhibited the biggest performance swings over a given time period. Waghorn could immediately see, across all of those ASINs, which keywords were working and which were not.
With Intentwise, “I can quickly come to this dashboard without having to dig through one million and one pages on Amazon’s dashboard, and I can sort by ad revenue and see the biggest changes,” Waghorn said.
Waghorn quickly identified that this client’s problem was not the ads—it was the listing itself. Through Intentwise, Waghorn noticed that many of the keywords that were performing well for advertising purposes were not reflected in the Amazon titles and descriptions of the brand’s products.
Using Intentwise, Waghorn identified the high-performing keywords that the brand owner needed to pepper throughout his listings to improve organic performance. Waghorn could also quickly filter for the poor-performing keywords to avoid.
“I can quickly report back to my client and my team, this is what’s working, this is what’s not,” he said.
According to Waghon, this cross-cutting analysis—combining retail and ads signals—is essential for success. “It’s so easy to be stuck in the bubble of the PPC campaigns.”
Already, updating all of those organic listings has proven to be immensely useful. On some product categories, like guest book products, the client’s revenue has increased 100% since the listing updates.
