At Amerge, we’re building the blueprint for every brand to succeed with Amazon, regardless of whether you are currently selling on the platform or elsewhere.
Magid is an over 75 year old company with industry-leading experts, a skilled manufacturing team, and a worldwide network of suppliers who source or develop everything needed to keep workers safe.
Magid is the only company that gives you this kind of true expertise and personalized service. They’re a fourth-generation family-owned business and still growing strong – at Magid, safety isn’t just a job, it’s our legacy at competitive prices. Magid produces 84M products annually and distributes 700 leading safety brands.
Amerge onboarded Magid in September of 2023 to help them reach more Amazon Business Shoppers and to understand how business shop on Amazon for their products. We have been utilizing AMC since Magid onboarded in September as a test and learn partner.
Magid’s main revenue is through B2B sales, either through their inside sales team or sales through their own website. Magid wanted to refine their Amazon strategy and lean away from DTC customers and focus on business shoppers on Amazon. The strategy hopefully resulting in longer term return clients with predictable sales in the future.
Magid wanted to explore using DSP to reach Business shoppers only. Magid was only running sponsored ads in house at the time and wanted to utilize Amerge for their DSP campaigns. We knew that access to their sponsored ads campaigns (although we were not managing) would be crucial in creating the best complimentary DSP strategy. Sponsored ads have no way of targeting only business customers where DSP does so we wanted to make sure both ad strategies were working together. DSP as the vehicle to find only business customers and sponsored ads to help close the sales cycle.
Without AMC we would not have access to their sponsored ads campaigns to see DSP’s true impact on the customer journey.
With AMC, we have been able to look at path to conversion and MTA to showcase the impact our DSP strategy and management has on their sponsored ads campaigns and ultimately, their total Amazon sales.
Through our custom AMC UI, we were able to create unique groupings to truly analyse DSP’s impact. One area this helped the most was when AMC compares DSP and sponsored ads impact it does not highlight the difference in scale one has vs the other. For example, Magid had thousands of search campaigns advertising over 500+ of their ASINS whereas DSP was only promoting 60 ASINS.
To compare search and DSP apples to apples we needed to create custom groups within AMC and re-run path to conversion, MTA and Channel Overlap reports. AMC allowed us to view campaigns in various ways through these custom groupings. We were able to examine ASIN to ASIN performance by filtering out all search campaigns that were only featuring the same ASINs DSP was. When we looked at DSP through this more accurate lens that impact was much more powerful.
A SKU-level filter was applied to all Search campaigns to only factor in Search activity that promoted the same SKUs as DSP in December 2023. The results in the path to conversion showed that 18% of sales ($33,862.73) were attributed to DSP only, and it increaed to 33.61% ($63,979.8) when DSP is the last touch.
On the other hand, paths responsible for 49.9% of Ad Sales ($95,128.41) began with DSP. Additionally, DSP > Search conversion path had the highest advertising efficiency in terms of ROAS (50.24), showing the importance of running both advertising products together.
Understanding how the data changes when looking at SKU level comparison on search vs DSP has made Magid more comfortable understanding DSP’s part in a customer’s journey. AMC data has allowed us to understand attribution models and refine our cohesive strategy and audiences to see if that increases New to Brand ROAS more.
Ad Sales attributed to DSP have been steady (~135k) MoM since October. By January 2024, the Ad Spend ($20,000.00) was reduced by 33.33% compared to December, however, the Ad Sales increased by 3.67% ($140,887.27), ROAS by 37.12% (7.13) and NTB% (New-to-brand %) by 22.26% (31.25%) MoM.
Can’t wait to see the various ways in which Amerge can help your brand reach its full potential on Amazon? Get in touch and let’s help your brand Amerge!
All rights reserved. Copyright © 2023 | Consent Preferences and Privacy Policy | Imprint policy
Sponsored Ads & DSP
Prime Video Ads with Amerge
How We Help Non-Endemic Brands
DSP Reseller
Amazon Marketing Cloud
Amerge Tech & Analytics