Earthlite Decreased ACOS and Gained Deeper Insight into Ad Performance

The need: a simpler way to manage data from multiple vendor ad accounts

Jennifer Greune manages the key ecommerce accounts for Earthlite, the world’s leading vendor of professional-grade massage tables, oils, and other related products. It is a preferred brand at leading international hotel chains and spas, and the company actively sells its products in over 120 countries. Amazon’s ecommerce platform is a vital component of Earthlite’s sales success, and that success is driven by paid ad campaigns. But for Greune, managing multiple Amazon Marketing Services accounts, tracking changes, and lowering the cost of ad spend was a major challenge.

To get the most value from her Amazon advertising, Greune monitored several key metrics at both the campaign and product level, such as ad spend, revenue, and number of clicks. But pulling the data was time-consuming and frustrating even within a single Amazon ad account—and she was managing five. Greune knew there was more she could be doing to increase the return on her Earthlite’s marketing efforts. There were so many more variables than she could track, and she didn’t have the time or specific knowledge to know which ones she should be focusing on.

Greune needed a simple dashboard from which she could manage multiple accounts, an easy-to-grasp overview of each advertising campaign, and a way to sort through all the data to extract the most value from her ad spend.

The solution: in-house ad management with Intentwise’s AI-based ad optimization platform

When Greune first went searching for Amazon advertising tools, most of what she found was geared towards sellers only, rather than vendors like Earthlite. The advertising options for sellers and vendors, and therefore analytics needs, are quite different. When she found Intentwise, she was relieved to have found a solution that solved both vendor and seller needs.

Intentwise's simple interface was nothing short of a relief for Greune. With the Intentwise platform, she could type in the name of any product and immediately see how the campaigns had performed in the last 90 days, 60 days, or any other period she wanted. And all five accounts could be managed from one interface.

But Greune uses the Intentwise Ad Optimization Platform for more than just reporting. Intentwise guided her on how to fully leverage their tools to stay in control of, and fully optimize, her campaigns. Together, they set up automation rules so Greune didn’t have to manually execute every campaign tweak, and they also set up customized alerts so she could always be aware if any of her campaigns needed her attention.

Ongoing support

What Greune didn’t realize when she signed up for the platform was how much support she'd get from the Intentwise team. "I think their customer service is phenomenal, and they always go the extra mile,” she said. “They are very patient and willing to spend their valuable time on their customers, and I’m super impressed by that.”
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And it’s not just technical support that Intentwise provides. They also help her understand how to do more with the platform. “I get a lot of value from my talks with them. They update me about improvements and new tools on the platform. All of these conversations gave me the benefit of truly understanding my campaign structure, and my understanding of Amazon advertising overall.”

New capabilities

As Earthlite’s needs evolved, Intentwise has evolved with them. From the time Greune first signed up with Intentwise, she was impressed with how the team consistently rolled out new capabilities and features, several of which were based on her feedback. For example, Greune really wanted a bird’s-eye view of how the entire Earthlite budget was being spent, encompassing all products, campaigns, and markets. Intentwise incorporated this overview into its platform, with a user-friendly interface. Greune appreciated being able to get everything she needed in one place.

And every time there was an Amazon advertising update, Intentwise would update its platform to take full advantage of the new features, as well as explain the changes to Greune.

The results: a relationship driven by mutual success

With Intentwise’s clear interface, automation rules, customized alerts, and suggestions, Greune could spend less time on basic account management and reporting and more time thinking strategically about her campaigns. And the Ad Optimization Platform gives her deep insight into Earthlite’s ad spend to do just that. Since using the platform, Greune has seen a noticeable decrease in ACOS, which has made everyone in her company happy.