Radley London had hit a plateau with Amazon sales. With Black Friday/Cyber Monday approaching quickly, Radley London turned to the Tractorbeam digital team to quickly develop a plan, expand the campaigns, and grow sales while maintaining the ROI goals.
The Amazon Sponsored Ads account was very narrow and focused heavily on the brand. To increase sales, we created a more robust account, focusing on top-of-funnel search terms to help drive product awareness and convert sales. Maintaining the ROI, while expanding out a brand-focused account is difficult, so we began with their top ticket items to ensure we could balance out the additional spending with high revenue conversions. As we built the model out and established a consistent ROI, we rolled out lower-priced items to boost sales, while maintaining the return.