SteelSeries had the goal to increase their overall performance on Amazon while optimizing their return on ad spend (ROAS), expanding their customer base (NTB) and surpassing their competitors. They aimed to get top of mind of Gaming consumers and get to know the customer journey on their path to conversion.
SteelSeries DSP campaigns have been set up in a very granular and unique way, focusing on winning incremental audiences and excluding those customers who have already viewed the PDP. With a special segment-based approach on DSP that allowed SteelSeries to see all campaign KPIs on audience, device and inventory level, accompanied by an AMC analysis, SteelSeries was able to optimize campaigns, maximize their media investment and ultimately increase results. A special incrementality approach has been applied to maximize the amount of net new to SteelSeries customers won by the DSP campaign.
Metrics increased from DSP MS to DSP SS for the same period of time:
ROAS: UK +74%, DE +88%, FR +144%, IT +166% and ES +141% increase
NTB%: UK +4%, DE +22%, FR +9%, IT +0.25% and ES 0% increase
Sales: UK +30%, DE +15%, FR +80%