How PRANARÔM Improved Performance on Amazon Sponsored Ads

The company

Pranarôm, present in Europe and the US, is the expert in scientific aromatherapy. It safely uses the active properties of plants for radiant health and well-being. Its laboratories create products based on sustainably harvested organic plants that are distilled or pressed into pure oils.

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The challenge

Pranarôm is sold in a large number of pharmacies and drugstore chains and has decided to accelerate its focus on digital channels, particularly Amazon. This decision has enabled Pranarôm to strengthen its leading position in Europe and boost its expansion into the US. Ekaterina Baybus, who joined Pranarôm as Head of E-commerce, implemented a new strategy and decided to provide her team with technical support for Amazon Sponsored Ads. The goal? To industrialize and promote the use of Amazon Sponsored Campaigns!

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The solution

The members of the Pranarom Digital Team had been actively working with Amazon console for about a year when they realized that managing all campaigns internally was too time-consuming and that the ROI did not necessarily match their efforts. Ekaterina did not want to outsource advertising to an external company, but was looking for an AI solution that they could use internally to retain knowledge and reduce the time and effort they spent. They spent about two months talking to different providers, and m19 was clearly the best possible choice.

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“The least I can say is that m19 has saved us hours and hours of data analysis, setup, and relevant keyword research. The time m19 has saved us is invaluable, and the icing on the cake is that it's really easy to use! Campaigns are created in seconds according to our objectives and budget. Last but not least, the tool is constantly evolving, allowing the m19 team to adapt to our needs in real time. They are also very pleasant to work with, highly responsive, and available to answer our questions and provide strategic support when needed." MARA CANIVET, Digital Marketing Manager @Pranarôm
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Results

During the Covid crisis, "bets had skyrocketed and it became difficult to stabilize Pranarôm ACOS at the 15% target," according to the Pranarôm Team. Thanks to m19, the Pranarôm team was able to control ACOS targets with a simple click and could play with the ACOS target per campaign to maximize all opportunities. How? By lowering the ACOS target for the best-performing products to 10-12% and relaxing it to 20% for tail products/products with a lot of competition. After just one month, Pranarôm saw a real decrease in cost per click while the number of impressions increased. In addition, Pranarôm managed to generate sufficient traffic for some products even before reaching the targeted daily spend. "Today, thanks to m19, we can generate traffic much faster and create new top-selling items!" concluded the Pranarôm Team.