Rakuten Advertising boosts TASCHEN’s Amazon ROAS 28% in one month with Skai’s budget optimization tools
Performance data
ROI increased by
Revenue increased by
Ad spend decreased by
Challenge
Rakuten Advertising, a digital advertising division of Rakuten Group, was managing a robust campaign structure across various global marketplaces for its client, TASCHEN, a luxury art book publisher. This led to manual management with a need to streamline and automate as much as possible.
Solution
Rakuten Advertising partnered with Skai, particularly for our advanced optimization, to become more efficient with Amazon Ads campaign management across TASCHEN’s global presence.
The first step was tapping into Skai’s budget management optimization tools that leverage advanced algorithms and predictive statistical modeling. The team leveraged Portfolio and Budget Navigator across five Amazon marketplaces (US, UK, ES, IT, DE). Rakuten Advertising set up a test of automated optimization rules for TASCHEN’s Amazon Ads campaigns.
All active campaigns were grouped within a Portfolio, a collection of campaigns that share the same goal, set with a minimum target ROI of 10. To best manage budgets, the team also incorporated Budget Navigator, an optimization management set across Portfolios with the same spend goals, with a goal of maintaining the monthly budget pacing to avoid missing sales opportunities. These two optimization rules gave Rakuten Advertising the flexibility to create customized rules with the exact control to hit TASCHEN’s business goals.
Results
Rakuten Advertising streamlined its optimization workflows while improving performance at scale. After setting up Portfolios and Budget Navigator in the U.S. TASCHEN’s performance increased from one month to the next. They saw an ROI increase of 28% and a revenue increase of 24% while lowering ad costs by 3%. So even though the ad spend decreased the next month, they still saw an increase in performance.
“This test was a major success with a 28% increase in ROI, while also not exceeding the given monthly budget. Ultimately it was even more of a success as it proved how useful Skai’s automation tools are and how we can better leverage them to help us manage our campaigns.”
Julio Batista
Account Manager, Performance Solutions, Rakuten Advertising
About Rakuten Advertising
Rakuten Advertising delivers performance-driven, brand-driven, and people-driven ad solutions that help the world’s top brands connect with unique, highly engaged audiences – from first impression to final sale. Backed by industry-leading technology, global media properties, and the largest partner network, Rakuten Advertising taps into decades of consumer data and experience to develop the strategies and ad experiences that will drive engagement, sales, loyalty, and beyond.
A leader in the industry since its beginnings, Rakuten Advertising is a division of Rakuten Group, Inc. (4755: TOKYO), one of the world’s leading internet service companies. The company is headquartered in San Mateo, California, with offices throughout EMEA, APAC, LATAM, and North America. Learn more at www.RakutenAdvertising.com.
About TASCHEN
TASCHEN is a leading art-book publisher known for its dazzling and audacious world of eye-catching coffee table books.
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