Merkle used Pacvue to help Cisco with optimisation and increase ROAS across five markets on Amazon
Cisco needed a more efficient way to manage eCommerce campaigns across multiple markets.
Using Pacvue’s keyword research, rule-based optimisation, day parting which allows you to adjust the bids based on the time of day, and budget pacing tools, Merkle helped Cisco to increase ROAS on Amazon, and save time on optimisations.
Cisco EMEA currently runs activity in 5 different European markets. Each market has a very high number of live campaigns, and each of these in turn has a huge number of keywords.
The current capabilities of Amazon Advertising platform made the day-to-day optimisation time consuming and inefficient. Some of the challenges that we faced were, for example, not being able to access one combined view of all 5 markets and not being able negate keywords across multiplate campaigns at once.
At the time, Amazon also did not offer the option to optimise bids for more than 1 ad group at once, so to optimise the keywords and bids the user had to go to the individual campaign / ad group and asses the campaigns / ad group one by one which again due to the size of the accounts was very time consuming and inefficient.
We onboarded onto Pacvue to help with optimisation and increase ROAS across all 5 markets. Pacvue is the enterprise software suite for eCommerce advertising, sales, and intelligence, which combines end-to-end retail data with the tools needed to take recommended actions. Brands and sellers use Pacvue to grow their business across Amazon, Walmart, Instacart, and other marketplaces.
Once we onboarded, we implemented the following automated tools:
- Day parting to reduce bids during times & days when people aren’t buying the products, such as early morning hours or the weekend and vice versa.
- Rule-based optimisation to automatically negate irrelevant search terms triggered by generic keywords, optimise keywords to boost revenue, reduce waste spend, improve ROAS.
- Automated budget pacing to adjust the campaign budgets according to the campaign performance.
We also utilised Pacvue’s keyword research tool to identify additional keywords to expand the existing coverage, especially in the non-English speaking markets
All these tools allowed the account to become more automated. This meant we were able to allocate more time to strategic decisions and roadmaps to encourage account growth.