Greenworks achieves 20% growth with full-funnel Amazon Ads

Challenges

Greenworks, a leading manufacturer of outdoor and indoor battery-powered tools for consumers and professionals, faced stagnant sales growth and needed a strategy to unlock new customer segments and efficiently drive brand awareness. With a strict marketing budget, reallocating resources effectively was difficult, and justifying investments in upper funnel media efforts posed an additional challenge.

To address these issues, they partnered with Xmars to implement a full-funnel Amazon Advertising strategy, leveraging a combination of Amazon Marketing Cloud (AMC) Hub, Amazon DSP display and video ads (OLV & STV), and Sponsored Products & Brands.

Objectives

The primary objective was to unlock AMC attribution insights and target high-value audiences at every stage of the funnel, helping Greenworks:  

• Achieve 10% Amazon sales growth YoY: Break through the growth stagnation and drive sales growth compared to the previous year with a flat budget.

• Evaluate effectiveness of DSP video ads: Assess the effectiveness of OLV and STV video formats to drive awareness, consideration, and ultimately, sales.

Solution
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Xmars utilized AMC Hub's nine pre-built models to help Greenworks gain deep customer behavior insights and optimize campaigns quickly. We tracked user journeys from awareness to conversion using full-funnel analytics to understand ad effectiveness at each stage. Various attribution models, including Path-to-Conversion, Overlap Analysis, and Multi-Touch Attribution, were employed to analyze the contribution of different touchpoints to conversions and allocate budgets effectively.

In addition, we implemented a comprehensive strategy using various Amazon Ads solutions to help Greenworks achieve its growth objectives:

• Amazon DSP STV & OLV video ads: Increased reach and brand awareness through high-impact video ads across various open exchanges, Amazon Publisher Direct, and preferred private marketplace deals inventory.

• DSP on and off-Amazon display: Employed sequential creative remarketing strategies to reach previously video exposed shoppers with lower-cost display ad impressions.

• Sponsored Products & Brands: Maintained an "always-on" presence to ensure continuous product visibility and capture high-intent traffic.

• Amazon Marketing Cloud: Leveraged granular full-funnel analytics data to optimize strategies and drive business impact.

Results
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In summary, the full-funnel campaign delivered significant improvements for Greenworks:

• Clicks: Increased by over 15% with similar increases in CTR and decrease in eCPC.

• DPV (detailed page views): Over 17% increase with improved eCPDPV efficiency.

• Branded searches: Over 20% increase with improved eCPBS efficiency.

• NTB (new-to-brand) customers: Grew by over 10%, expanding customer base.

• ATL (add-to-list): Increased by over 15%, indicating future purchase intent.

• ROAS: Over 10% increase, demonstrating campaign profitability.
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"Partnering with Xmars was the turning point. Their full-funnel strategy, including impactful placements like Amazon DSP video, proved to be the key. The results speak for themselves: double-digit growth in both sales and return on ad spend (ROAS). Xmars transformed our Amazon advertising into a powerful growth engine."
 
- Jimmy Jun, Amazon Advertising Lead, Greenworks