As a premier manufacturer of shoes, clothing, and alpine equipment, Salomon is a household name across much of the world. You can find some of the most successful athletes on the planet trusting Salomon products to help them redefine peak performance. Here’s how they trusted us to do the same with their Amazon advertising.
SALOMON'S $1.8 MILLION ADVERTISING OVERHAUL
Salomon is an established brand world-wide, but they were struggling to gain incremental sales and new customers on Amazon.
Over a 9-month period, Salomon generated $1.8 million in ad sales, of which a whopping 65% were New-To-Brand, and broke into the Top 20 Best Sellers in every shoe category.
HOW WE DID IT
Most of Salomon's advertising focused strictly on branded search terms. This is important when defending your brand, but also limits the ability to attract new customers.
100% of sales came from branded search terms
We formulated a data-driven keyword strategy and created compelling ads to attract a broader range of consumers.
80% of sales came from broad search terms
20% of sales came from branded search terms
Amazon offers three primary ad types, each of which provides unique benefits. We used all three in a unified effort to accomplish Salomon's goals.
PRODUCT DISPLAY ADS
Product Display ads allow you to appear right below the buy box of your competitors. To solve the problem of reaching new customers, we utilized Product Display Ads on competitors' top-performing listings.
25% of sales came from an ad placed on a rival product page.
SPONSORED PRODUCT ADS
Being one of the top products on Amazon's search result page is crucial. 63% of clicks go to the first three items, so it was imperative that we score premium placements for Salomon's best performers. We adjusted our Sponsored Product bid strategy to ensure our ads would display at the top of the page, which put Salomon's products among the first three shown for target keywords.
SPONSORED BRAND ADS
Sponsored Brand ads (formerly Headline Search) allow you to showcase up to three target products and direct traffic to a unique landing page. With prominent placements and the ability to include custom headlines, we leveraged Sponsored Brand ads to introduce customers to a variety of Salomon products within each of several categories, such as trail running and backpacking.