VTech & Empower Maximizes Amazon Advertising Impact with Skai’s Enterprise-grade Capabilities
Toys, Consumer Electronics
Empower had a tall task: significantly ramp up VTech’s investments in non-brand campaigns without decreasing their profitability. To do that, they needed to optimize both keyword targeting tactics and budget allocations simultaneously. However, this was too difficult to accomplish at scale with Amazon’s console alone. They needed more flexibility, more control, and more automation to take non-brand campaign performance to the next level.
The team first turned to Skai’s powerful keyword harvesting capabilities to fully automate their keyword expansion efforts. By configuring custom rules with precise thresholds, they were able to completely control when and how keywords were harvested. For example, search terms from automatic campaigns that generated more than 1 conversion within the past 30 days were automatically harvested and activated within separate, and more efficient, manual campaigns.
In parallel, they leveraged Skai’s Dimensions & Categories to tag all existing and newly created keywords as “Brand” or “Non-Brand.” For example, a custom rule was configured to automatically tag keywords that included the string “Cory Carson” or “LeapPad” as “Brand” keywords. By tagging all keywords as either “Brand” or “Non-Brand,” they were able to segment performance data accordingly and derive more meaningful and actionable insights to inform decisions. In addition, these “Brand” and “Non-Brand” keyword-level tags opened up new opportunities for them to optimize budgets more effectively and drive additional spend toward top-performing non-brand keywords.
Skai’s budget optimization capabilities helped VTech and Empower maximize the impact of their advertising investments. Powered by AI, machine learning, and predictive statistical modeling, Skai’s algorithms automatically optimize budgets towards True North KPIs. With Skai, VTech and Empower were able to set on auto-pilot all budget optimizations for both “Brand” and “Non-Brand” keywords, each with their own revenue and ROAS targets.
Skai’s advanced keyword harvesting, keyword management, and budget optimization capabilities helped VTech and Empower drive significant YoY revenue and ROAS growth, 72% and 10% respectively.
VTech is a world leader in age-appropriate and developmental stage-based electronic learning products for children. As a pioneer in the learning toy category, VTech develops high-quality, innovative educational products that enrich children’s development and make learning fun. With a rich 40 year history, VTech has not only established itself as a learning authority but also consistently remains at the forefront of innovation with multiple award-winning products, including prestigious Toy of the Year (TOTY) Award winners. The company also has a broad range of award-winning infant, toddler and preschool products available in 28 different languages worldwide, with more than 100 new products introduced every year. In order to further strengthen VTech’s position as a learning authority, new products are developed with critical insights from a dedicated team of in-house learning experts.
Learn more at www.vtech.com
From the day they opened our doors in 1985, Empower has challenged the media status quo. Decades later, this hustle manifested into what they call Creative Media. Recognized by The One Show, as Campaign US’s Agency of the Year, as an Ad Age Agency A-List Standout and as MediaPost’s Media Agency of the Year, their integrated team of experts in Creative, Media, Analytics, and Word-of-Mouth Marketing outperforms expectations.
Some of their biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop and PetSmart.
Learn more at www.empowermm.com
“Partnering with Skai gave us access to the most advanced keyword harvesting & budget optimization solutions out there, helping us to scale VTech’s revenue & ROAS with Amazon Advertising.”
Ryan Bocken, Associate Director of Commerce, Empower