Mercury Textil is looking to boost their Amazon business
Mercury Textil is a spanish brand that sells home products such as linens, pillows and cushions, curtains, bathroom accessories, and more. It had +150 parent products listed on Amazon and was looking to boost their sales in marketplaces. In July 2022, Mercury Textil hired B2MarketPlace as consultants to manage their Amazon Ads operations.
With strong advertising experience on Amazon, B2Marketplace, founded in 2017, works with vendor and seller clients to holistically manage offerings, advertising, and sales. This inclusive approach appealed to Mercury Textil— who required a comprehensive strategy that helped them to take their sales to the next level.
Mercury’s expectations of B2Marketplace’s work
Mercury Textil was clear about what they expected from B2Marketplace. They wanted an agency that helped them to rapidly increase their sales volume on Amazon and their ROAS.
From the beginning, Mercury assigned B2Marketplace with a strong budget for advertising investment. B2Marketplace proposed a full-funnel strategy based on 3 main pillars: Products, Brand, and Display.
Implementing a Full-Funnel Strategy
This Full-Funnel strategy is required to address various fronts. For the awareness stage, B2Marketplace ensured the first positions for search results combining the Sponsored Brand banner with Sponsored Product. Moreover, they covered the main keywords with Sponsored Brand Video.
To generate consumers’ consideration of purchasing, B2Marketplace optimized all brand and product pages to help consumers understand the story of the brand and what each product is about. Additionally, to enforce the purchasing process, B2Marketplace helped Mercury’s products to appear in their competition’s product pages.
Finally, to create loyalty within Mercury’s customer’s, generated their own cookies with DSP Video, introduced a tracking pixel in their Brand Store to understand their audiences, and retargeted DSP and Sponsored Display to those users who did not make a purchase but were impacted by the strategy.
Mercury’s results
This strategy, summed up with an increase on advertising investment for Black Friday and Christmas season, resulted in a record breaking sales level for Mercury Textil. They achieved a Y-o-Y sales growth of 68%. Moreover, they accomplished a ROAS of 5,95, surpassing the stated objective.