Sun Products Corporation

The Sun Products Corporation is a leading North American manufacturer and marketer of laundry detergent, fabric softeners, and other household care products. In February 2015, Sun Products started leveraging sponsored ads to drive awareness and sales for their products on Amazon. They’ve seen a positive impact on sales of their all free clear®, Snuggle®, and Wisk® laundry brands with more than a 500% return on investment.

Tips for success

  • The combination of the sponsored ads and other Amazon promotional strategies help increase overall brand’s visibility and awareness.
  • When choosing keywords to target, leverage the keyword suggestion and keyword power features in AMS.
  • Take advantage of the “sponsored ad tutorials” and “101 Webinar series” videos on AMS YouTube Channel

In February 2015, Sun Products started testing AMS Product Display Ads* after attending the AMS 101 webinar series and were amazed at how easy the AMS self-service platform was to use. Before long, they expanded into testing Headline Search ads and they were super excited to launch Sponsored Product Ads across all of their brands.

While each ad type plays a unique role for each brand, they found the combination of the different AMS ad units has really helped increase their brand’s visibility and awareness with well over 35 million ad impressions in the 2nd half of 2015.

Sun Products used Sponsored Products to bid on 81 relevant keywords and maintained high bids given the competitive nature of this category. all® spent $23,584 and saw a return of $125,679 in sales.

Keyword strategy

all® used specific keywords to speak to their target audience and achieved an ROI of 5:1 with their Sponsored Products campaign. One thing Sun Products’ team has learned is that keyword advertising with AMS is not necessarily the same as other types of keyword advertising. Advertisers should take into account differences in how shoppers search on retail sites versus search engines, and leverage the keyword suggestion and keyword power tools provided by AMS.

On-going optimization

Sun Products appreciate the reporting tool within AMS that monitors clicks, budget spent, impressions generated and most importantly, estimated total sales generated. Getting that ROI feedback so quickly helps them make the most efficient spend on promotional dollars using near real-time optimization. They also like what AMS is doing to help improve the overall experience. For example, advertisers, with just one click, can clone their campaigns. Sun Products loved the ability to clone a campaign, make a few tweaks, and get the new campaign started with ease.

*Product Display Ads audience and product targeting features are now accessed within Sponsored Display.

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