SONAX is a German leading manufacturer of car care products in Europe. SONAX products are used by professional car detailers and car enthusiasts around the world. The company’s product range includes car waxes, polishes, cleaners, and sealants. The company is committed to developing high-quality, innovative products that meet the needs of their customers.
After experiencing a decline in Sponsored Ads and DSP performance in 2022, they sought a new partner to manage their Amazon Ads. In March 2023, SONAX initiated a partnership with Amerge across EU5, entrusting us with the management of both DSP and Sponsored Ads.
Segment-based setup: DSP campaigns were meticulously structured to provide a detailed view of ROAS across various targeting segments. In addition to conventional segments like behavioral and retargeting, we introduced customized competitor targeting to enhance market share.
Incrementality set-up: To optimize the acquisition of New-To-Brand (NTB) customers, we strategically excluded top detail page viewers from targeting. This approach ensured that our efforts were concentrated on potential customers who hadn’t yet engaged with the brand.
Holistic reporting in Amerge View: Going beyond the standard metric of advertising ROAS, SONAX places significant emphasis on understanding the overall impact of ads on their total vendor sales. This comprehensive evaluation is facilitated by our integrated dashboard, Amerge View, which combines both retail and advertising metrics.
With the new set up, Amerge were able to increase efficiency of the Amazon Ads by improving the DSP ROAS from an average of 8.90 to 29.39 by the end of Q3. In the same period, Amerge managed to push the products to deliver a growth of 42% in total sales on Amazon.