To secure a greater market share in the category of laptops with branding objective for new products and push sales for high performing products, Dell started advertising on Amazon in July 2017. It used both display ads as well as performance Ad products achieving very high return on its ad spending on Amazon platform
Sponsored Products (SP) ads gave each product advertised by Dell increased product visibility and helped create brand recall in the mind of relevant shoppers. These campaigns had a very low Advertisement cost to sales (ACoS) of nearly 2.2% which turned out to be extremely cost effective.
Dell made smart use of high traffic ad placement options on product detail pages to effectively cross-sell and upsell their products without being intrusive to customers. Product Display Ad (PDA) placement allowed the brand to showcase their high performing products directly to relevant, high intent shoppers.
Consumer Electronics category is rife with brands competing for shoppers' attention through competitive pricing, especially at the time of ongoing offers and discounts. Through Sponsored Brands (SB), Dell boosted their brand visibility through creative, well timed ads placed strategically above all the search results. This drove high number of shoppers to their brand page getting them millions of ad impressions.