Summary
Aiming to maximize sales while maintaining advertising efficiency, the team at WPP Media turned to Pacvue’s Automated Rules to help optimize Amazon Ads for Mars within the Kingdom of Saudi Arabia (KSA). By activating Pacvue’s advanced rules-based optimizations, Mars exceeded growth targets across several KPIs.
The Challenge
As the confectionery category continues to scale in KSA, Mars wanted to grow its sales on Amazon without compromising efficiency. However, achieving this goal posed a challenge due to the brand’s relatively low price point, which can limit campaign return on ad spend (ROAS) and overall profitability.
The Solution
Pacvue’s Automated Rules helped the team at WPP Media deploy a custom and scalable approach to campaign optimization, capable of capitalizing on high-performing opportunities, while minimizing wasted spend. Multiple variations of Pacvue’s Automated Rules were tailored and activated for Mars, including:
- Daily Budget Adjustment Rule: This rule automatically increased the daily budgets of campaigns that exceeded the target ROAS. By proactively allocating more funds to successful campaigns, Mars could capitalize on high-performing opportunities and maximize sales potential.
- Find Impressions Rule: To improve product visibility and drive more traffic, this rule automatically increased bids on keywords with low bid levels. This strategic bid adjustment aimed to capture a larger share of relevant impressions and clicks, leading to increased awareness and consideration.
- Target ROAS Bid Adjustment Rule: This dynamic bidding rule continuously adjusted keyword bids based on their performance against the Target ROAS. Bids for keywords performing above were auto-increased to further amplify their success, while bids for underperforming keywords were auto-decreased to drive efficiency.
- Wasted Spend Rule: This rule focused on identifying and mitigating inefficient spending. It automatically reduced bids on keywords where spend was increasing without a corresponding increase in sales, ensuring that advertising budgets were focused on driving meaningful conversions.
Results
Pacvue’s Automated Rules enabled WPP Media to drive meaningful business impact for Mars:
- +76% ROAS
- +155% Sales
- +134% Impressions
- +141% Clicks
- -40% Cost per Click (CPC)
- +167% Conversion Rate (CVR)
- +63% New-to-Brand (NTB) Orders
- +60% NTB Sales
“Pacvue has been instrumental in allowing us to drive exceptional results for Mars in KSA. Pacvue’s Automated Rules enabled us to optimize campaigns with precision, maximize ROAS, and scale sales growth. Their technology has truly empowered our team to focus more on strategy and deliver strong business impact for our customers.”
