Magid Case Study: Mastering Amazon Marketing Cloud

Client’s need

Advertisers have fixed monthly budgets, they often either run short or aren’t spent completely. Sponsored Ads’ spend is dependent on the day’s traffic. Amazon Marketing Stream provides the necessary insight to balance budgets and pace them correctly pacing at scale mainly during tentpole events, deals periods, and B2B advertisers.

Solution

We developed a suite of apps that enable spend scheduling throughout the month, reallocate budgets to promote performance, account for swings in spend, govern portfolios, and implement day-parting by decreasing and increasing bids in specific hours. The goal is to finish spending on the last day of the month.

Our approach

“The solution deploys budget when needed, be it days or hours of day. We ensure that the monthly budget is spent as scheduled throughout the entire month to ensure delivery of ads without pause. We reduce the workload of recalculating budgets for key periods by scheduling the spend.”

Peter Kita, Head of Search at Amerge

peter.kita@amerge.com

What is unique about our solution and technology

Current solutions offer day-parting or adding budget to out-of-budget campaigns using Amazon Marketing Stream. These two features are only a part of our solution. As there isn’t a comprehensive solution that leverages functionality of portfolios and is able to govern the budget through the month and ensure balanced pacing. The advertiser has mainly B2B customers, so most sales happen during working hours. A weekend day has 75% less sales than an average workday. Before they would spend around $3k every day with 25% drop during weekends. Using our solution, we employed flights where we reduce the spend by 50-60% and redeploy that budget during weekdays. We also set bids to be the highest during work hours. This way we maximise the time-in-budget of our campaigns exactly when customers are shopping. This helped increase the advertiser’s weekly total sales by around 10%.

What does the client say

“We have been working with Amerge utilizing AMC since the beginning of our partnership in September 2023. We originally were managing our search campaigns in house and Amerge was managing only our DSP campaigns. AMC was paramount in understanding the relationship between DSP and search through path to conversion and multiple touch attribution. Amerge’s AMC UI allowed us to gather crucial insights across hundreds of campaigns through custom grouping that now influences our strategy. Insights shared and actioned from AMC ultimately built significant trust in Amerge and a long-term partnership which resulted in Amerge also managing our search campaigns.“

Daniel Creviston, Digital Marketing Analyst at Magid

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Magid Case Study: Mastering Amazon Marketing Cloud

Client’s need

Solution

Our approach

What is unique about our solution and technology

What does the client say

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