Amazon Ads Optimization

Optimizing Ad Spend Efficiency

CONTEXT

My client, a luxury office furniture retailer, faced a challenge with its Amazon Ads in Germany, France, and Spain. Each market showed different customer buying behaviors and conversion rates, but all were handled under one budget strategy.

Problem: The initial approach involved treating all three markets—Germany, France, and Spain—the same, with no differentiation in terms of budget allocation. There was no data-backed strategy to determine the best times to increase or decrease ad spend - which meant we were missing opportunities to capitalize on high-conversion periods.

As the lead for this project, I was responsible for driving revenue growth across the markets through the development and execution of tailored budget-pacing strategies. My goal was to maximize return on ad spend (ROAS) by leveraging data analytics and market-specific insights.

I conducted market-specific analyses to identify conversion patterns in each country.

MY ROLE

MARKET INSIGHTS

Conversion Rate Trends

Germany experienced inconsistent performance, requiring a more cautious approach, with a focus on stabilizing key weeks.

France showed steady growth, peaking mid-campaign, indicating that gradually increasing the budget would maximize impact.

Spain having the strongest performance, consistently outperformed the other markets, with a clear peak early in the campaign, where increasing the budget yielded the best returns.

Recognizing the distinct variations in conversion rates (CR) across different markets weekly, I developed tailored budget strategies and implemented them in August to optimize performance.

By adapting to market-specific dynamics in Germany, France, and Spain, I effectively optimized resource allocation, implemented real-time spending adjustments, and maximized returns during high-engagement periods

BUDGET SOLUTION

RESULTS

RESULTS

Total Revenue growth followed a similar trajectory, with record-breaking months seen in both the third and fourth quarters.

Across all markets, significant improvements in ROAS were observed, with each market achieving its highest performance during key months in late 2022.

My success in growing these markets positioned my client to expand confidently into Italy and the UK, which I spearheaded, with three additional markets scheduled for early 2023. This strategic expansion deepened the client relationship.