Summary
A leading beverage manufacturer faced challenges manually managing intraday bids for Amazon Ads. They turned to Pacvue’s Dynamic Dayparting to automate hourly bid adjustments, ensuring that their ads were shown at the most optimal hours of the day. This adaptive approach yielded significant results for the manufacturer across multiple brands, including a 31% increase in Revenue.
The Challenge
Manually managing Amazon Ad bids across a diverse portfolio of brands, pack sizes, flavors, formats, and times of day presented a significant challenge for the manufacturer.
The inability to adjust to real-time demand fluctuations led to inefficient ad spending during slower periods and missed opportunities when consumer interest peaked. Recognizing this inefficiency, the manufacturer and its agency sought a more dynamic solution to optimize their campaigns.
The Solution
To overcome this, the manufacturer leveraged Pacvue’s Dynamic Dayparting. Integrated with data directly from Amazon Marketing Stream, Pacvue’s Dynamic Dayparting enabled automated hourly bid adjustments, intelligently increasing bids during the hours of day with a historically high CVR, while decreasing them during the hours of day with a historically low CVR.
With Pacvue’s Dynamic Dayparting, historical performance data was automatically refreshed daily to ensure that, at any given point, data from the last 14 days (excluding the latest 2 days) was used to inform data-driven, hourly-level bid adjustment decisions.
To provide direct visibility and insight into what percentages Pacvue’s Dynamic Dayparting would increase or decrease bids by, the manufacturer harnessed Pacvue’s Automated Insights to see historical hourly CVR performance data, along with Pacvue’s recommended bid adjustment percentages for every hour of every day of the week.
Results
By applying Pacvue’s Dynamic Dayparting to campaigns across 3 separate brands, the manufacturer ensured that their ads reached consumers at the most relevant and impactful times of day, significantly driving performance lift, including:
- +31% Revenue
- +26% ROAS
- +7% Conversion Rate
