When Intentwise added insights from Amazon Marketing Cloud to our Ad Optimizer software, Motif Digital, a full-service digital marketing agency, was quick to take advantage.
The Intentwise Ad Optimizer already allowed the agency to instantly track the biggest swings in performance, harvest high-performing keywords, and execute new rules.
Now, the platform surfaces a dashboard of New-To-Brand and Path to Purchase data for every Motif client with an active AMC instance.
Austen Cayne, Head of Amazon at Motif Digital, recognized immediately that these insights could help his clients get a lot more mileage out of their ad spend.
Here are three changes he implemented:
#1. New-To-Brand. Running a simple New-To-Brand Gateway ASIN query allowed Cayne to immediately see, for every client, which products in their catalog are driving the most incremental sales.
But Cayne wanted to get more sophisticated. Every year, one of his clients—a sock brand—regularly sees a seasonal shift from crew socks to boot socks as the cold months approach.
Tracking the New-To-Brand data day by day, Cayne could see when the NTB rates dropped for the crew sock ASINs and spiked for the boot sock ASINs.
Studying the NTB rates let Cayne see that seasonality changes were starting 20 days earlier than he expected. So he upped the ad spend early on the boot socks ASINs.
“We were able to catch the early trends and seasonality change much earlier than usual,” Cayne said.
As a result, New-To-Brand sales increased 15%, and TACOS improved significantly.
#2. Path to Purchase. When Cayne visited the Path to Purchase dashboard in the Intentwise Ad Optimizer, he saw the full shopper journeys for all of his clients.
After a quick look through, he realized that one ad format—Sponsored Display ads—was performing better than he’d realized. In fact, those SD campaigns brought in a much higher average order value than other ad formats.
Cayne decided to lean in. Working quickly within the Intentwise platform, he swapped out several lower-AOV ASINs with higher-AOV ASINs on its Sponsored Display campaigns.
The average order value for the brand’s SD campaigns quickly leapt from about $30 to about $52. Further, that spend was much more efficient than before: ACOS fell as AOV increased.
#3. Time to Conversion. Cayne knows Amazon is an impulsive platform. Most purchases happen within a minute of an ad click—and that’s especially true for low- and medium-priced products.
From the Intentwise Ad Optimizer, Cayne keeps an eye on the Time to Conversion data for his client’s products. If the Time to Conversion is long for a low- or medium-priced product, that tells Cayne that shoppers are taking those extra few minutes to sort through the photos, descriptions, or the reviews.
It’s a unique signal that the brand’s content needs improvement. So Cayne swaps in new images and builds out more detailed bullet points.
All of this is easy to do within Intentwise. It’s a fast-loading, lightweight platform that lets you adjust bids and execute new rules in the same interface as you can study AMC insights.
“Using Intentwise allows us to get the full picture at a click,” Cayne said. With Intentwise, “there’s really no aspect of data that we’re missing now on Amazon.”
