Publicis LeOne and Haleon Unlock Amazon Savings, Allowing Skai to Pay for Itself

Publicis LeOne and Haleon onboarded Skai across a number of markets over the years. Expanding the partnership to Mexico, the brand and agency held high expectations on Skai to improve workflow efficiencies and optimize Amazon performance.

Negative keywords on Amazon are powerful for boosting campaign performance. Filtering out irrelevant search terms helps ads reach more relevant audiences. However, if not managed properly, negative keywords can limit campaign reach and increase costs. Managing negative keywords was a real nuisance for Publicis LeOne, the bespoke agency handling Amazon campaigns for Haleon in Mexico. Creating negative keyword lists required the team to do tedious, manual reviews of each campaign to be as specific as possible. The task was further complicated because it needed frequent updates to stay up-to-date with search terms and phrases changing over time.

After seeing positive results for Haleon in some EMEA markets using Skai, the Publicis LeOne team decided to implement Skai’s Search Term Analysis (STA) during the initial pilot stage of onboarding the platform.

Using artificial intelligence and machine learning, STA automatically filtered through the brand’s search term data on Amazon. It identified underperforming topics and grouped recurring words or phrases associated with low-performing search terms into clear insights and recommendations. Once a week, the team reviewed the STA findings to quickly refine negative keyword strategies and improve campaign efficiency for both active campaigns and upcoming monthly initiatives.

With a complete view of search term performance, the team knew exactly where to add negatives across multiple campaigns and could make these changes with a few clicks. This new workflow in Skai reduced the complexity and time involved in this task and helped the agency find opportunities to optimize campaigns for Haleon. Because Search Term Analysis also calculates potential savings, the team was able to reduce ad spend and increase overall campaign efficiency.

Acting quickly to filter out irrelevant traffic and improve ad quality on Amazon using Skai paid off. The agency no longer has to manually extract and review search term reports. Now the team appreciates the clarity and easy-to-act-on insights from Search Term Analysis, seeing immediately where they can improve and make changes. From March 2024 to April 2024, using STA helped the team save around 18% of total ad spend. Within two months, implementing negative keyword recommendations saved enough in wasted ad spend to cover the entire cost of the Skai platform.

Haleon is a global leader in consumer health, with a purpose to deliver better everyday health with humanity. Haleon’s product portfolio spans five major categories – Oral Health, Pain Relief, Respiratory Health, Digestive Health and Other, and Vitamins, Minerals and Supplements (VMS). Its long-standing brands – such as Advil, Sensodyne, Panadol, Voltaren, Theraflu, Otrivin, Polident, parodontax and Centrum – are built on trusted science, innovation and deep human understanding. For more information, please visit www.haleon.com.

Le ONE is an expression of the integrated, international, Publicis team and capability, supporting the Haleon business. The name “Le ONE” is born out of the legacy name for the Publicis Media Business, “Publicis | Leon”, which is evolving to “Publicis | Le ONE”.