Case Study

Buyagift Increases Exposure 79% Optimising Amazon Advertising Bids with Marin Software

  • 36% more clicks
  • 7% lower cost per click
  • 17% revenue growth
  • Background

    Buyagift scours the United Kingdom looking for all things gift-related and is the leading provider of gift experiences in the UK. If you’re looking for a unique birthday gift or an extra special Christmas present, or just a novel way to mark your own special occasion then Buyagift offers an exceptional choice from which to select.
  • The Challenge

    Alex Torres explains:”Smartboxes are the best-selling gift experience concept across Europe, that combines the freedom of gift experiences with the excitement of a gift you can hold in your hands; naturally, we wanted to bring this market leading offer to UK customers. Amazon, as the largest internet retailer in the world, provided the right platform for us to showcase this innovative product.” The Buyagift team started advertising on Amazon earlier this year. They built a combination of Headline Search Ad (HSA) and Sponsored Product Ad (SPA) campaigns to achieve their growth objectives. The team set many of the campaigns to Manual targeting, allowing for better keyword optimisation and bid management. However, without automation, bids for the campaigns had to be updated by hand on a regular basis. Manually managing bids requires multiple steps: performance review and data analysis, forecasting, and then the actual implementation. This makes optimising on an ongoing basis challenging, with rolling windows of historical data constantly factoring into each new bid.

“Marin’s integration has enabled us to move away from an otherwise tedious manual bidding process that was time consuming and inefficient, to a more robust algorithm-based approach with great results. Our peak season is quickly approaching, and we can now comfortably leave all the heavy lifting to Marin, while focusing on the strategic positioning of our smartboxes in an always demanding marketplace.”

– Alex Torres Senior Performance Marketing Manager

  • Solution

    Buyagift linked their Amazon accounts to Marin and are now able to quickly and clearly report and analyze on AMS performance data. With Marin they can readily compare performance day over day and month over month. Additionally, together with the Marin team, Buyagift set up automated bidding for their Amazon campaigns. Marin is now pushing updated bids daily for the keywords covering nearly 4,000 products for Buyagift, based on targets that the team sets.
  • The Results

    Automated bidding helped Buyagift increase their exposure to customers on Amazon with a 79% increase in ad impressions. Click volumes also increased, by 36%, at a cost per click 7.4% lower than before. This increased awareness and engagement helped Buyagift grow revenue on Amazon by 17%.