New Customers Skyrocket 64%! The Secret to Amazon's Full-Funnel Strategy

Quick Takeaway A full-funnel strategy integrating Amazon DSP, Attribution, and Sponsored Ads achieved 64% growth in new customers, 38% in total sales, and 25% in organic sales.

What Happened Healthcare brand Sensalou recognized the limitations of its existing customer-centric strategy. They partnered with Amazon advertising partner Quartile to implement a Full-Funnel strategy. For the Upper Funnel, they attracted new prospects using Amazon DSP Performance+. For the Mid Funnel, they drove traffic from external channels with Amazon Attribution. The Lower Funnel optimized conversions through Sponsored Ads. This integrated strategy allowed Sensalou to significantly exceed its goals: 64% growth in new customers (target 25%), a 38% increase in total sales (target 20%), and a 25% increase in organic sales (target 12%). This case demonstrates that investing in the Upper Funnel and adopting an integrated advertising strategy not only drives new customer acquisition but also boosts brand awareness and organic sales.

Key Takeaways for Sellers 1. Acquire New Customers with a Full-Funnel Strategy: Instead of focusing solely on existing customers, actively drive New-to-Brand customers using upper-funnel solutions like Amazon DSP. Link these efforts with your lower-funnel strategies to create an integrated growth plan. 2. Measure and Expand External Channel Effectiveness: Utilize Amazon Attribution to measure and optimize the performance of your off-Amazon marketing (e.g., social media, search ads), maximizing customer traffic to your Amazon store. 3. Build Your Brand for Increased Organic Sales: It's crucial to develop a long-term advertising strategy that goes beyond short-term ROAS. This approach allows paid ads to build brand awareness over time, ultimately leading to Organic sales.

Important Note 💡 Amazon DSP is typically managed by large brands or specialized agencies and is most effective above a certain budget threshold. For Korean sellers, access to specific features like Amazon DSP Performance+ may vary depending on account type or region, so it's best to consult your Amazon Ads representative.

Your Next Steps - Review your New-to-Brand vs. Existing Customer purchase data in 'Brand Analytics' to assess the need for a new customer acquisition strategy. - Explore information on Amazon DSP and Amazon Attribution, and if needed, consult with your Amazon Ads representative or a specialized agency to discuss the possibility of implementing a full-funnel strategy.

📰 Source: https://advertising.amazon.com/library/case-studies/quartile-sensalou-full-funnel-growth