Contenu connexe Similaire à Leveraging Performance Video on Amazon (20) Leveraging Performance Video on Amazon1. Lexmark Pilot of Amazon
Video-in-Search
© 2021 Lexmark International, Inc. All rights reserved. 1
• Mike Dattilo
2. Lexmark Company Overview
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Lexmark helps customers minimize costs and IT burden
by providing a secure, reliable and productive print and imaging environment.
• Improve ROI on hardware investment
• Provide long-term reliability
• Protect devices with consistent,
comprehensive security features across the
portfolio
• Create “always on” print environment with
MPS single global system and IoT devices
• Offload infrastructure with Cloud Services
• Enhance overall security posture
• Integrate into existing core systems
• Streamline industry-specific business
processes
• Empower users
Enable
Extend Simplify
investment management productivity
© 2021 Lexmark International, Inc. All rights reserved.
3. Display Advertising
KPIs
2020 – 1.04x ROAS
Strategy & Tactics
Awareness Audiences (Awareness)
Audiences that are not actively shopping our aisle but have
expressed some interest in Printers
In-Market Audiences (Consideration)
Users who were actively shopping in the Printer and
Small Business Aisle
Drive Conversion (Retargeting)
Re-marketing our products to users who viewed our
products but did not make a purchase
Sponsored Product / Sponsored Brand
KPIs
2020 – 5.3x ROAS
2021 – 8.55x ROAS
Strategy & Tactics
Competitor Targeting campaigns were a success
Showing our ads on the listings of our top competitors
Manual Campaigns targeting "office printer" keywords and
other SMB keywords related to printers
Segmented our campaign ad groups by model number for
deeper/model specific-keyword targeting
Targeted both branded and non-branded keywords
Example of Branded = "Lexmark Printers"
Example of non-branded = "office laser printer"
Amazon Advertising Prior to Video-in-Search Pilot
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© 2021 Lexmark International, Inc. All rights reserved.
4. Audience
Targeting SMB users
Customers searching for laser printers, color printers, and all-in-one solutions
Customers who are also searching for Lexmark printers. Used this targeting as a defensive
strategy.
Opportunity / Expected Outcome
Less competition for Amazon Video-in-Search Placements
To increase brand awareness of Lexmark Printers
Reach a new audience searching in the Printer aisle
Educate customers on product benefits and features
Amazon Video-in-Search Pilot Opportunity
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© 2021 Lexmark International, Inc. All rights reserved.
5. Amazon Video-in-Search Overview
Stand out in desktop and mobile shopping results and help customers discover your brand.
The ad links customers directly to the product detail page
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© 2021 Lexmark International, Inc. All rights reserved.
6. Initial Lexmark Ad Examples
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© 2021 Lexmark International, Inc. All rights reserved.
Video Content
Initially we simply cut down the standard product demonstration videos to meet requirements
7. Q4 2020
ROAS = $7.68
CTR % = 1.33%
Average CTR is 0.22% for non-video campaigns
CPC = $0.65
Average CPC is $1.55 for non-video campaigns
Q1 2021
Spend increased 3X vs Q4
ROAS = $6.52
CTR % = 1.44%
Average CTR is 0.15% for non-video
campaigns
CPC = $0.89
Average CPC is $1.18 for non-video
campaigns
Pilot Results
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© 2021 Lexmark International, Inc. All rights reserved.
8. This video placement pilot was certainly worth our effort and expenses, returning
over twice the required profitability
As we scale our ad spend, the ROAS is decreasing, as expected, and we will need
to find the right level for max profitability
We will start to optimize the content of the videos for best conversion
Conclusions / Next Steps
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© 2021 Lexmark International, Inc. All rights reserved.
9. Q & A
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© 2021 Lexmark International, Inc. All rights reserved.
Notes de l'éditeur In simplest terms, we help customers minimize the cost and IT burden in providing a secure, reliable and productive print and imaging environment.
We do this in three ways:
Extending the investment – improving the ROI on our customer’s investment
by providing products that are designed to maximize reliability, durability and performance.
Next, we simplify device and infrastructure management.
Creating an “always-on” print environment, offload traditional physical infrastructure with cloud services and remove variables that create security risk.
And finally, we enable productivity with smart, practical solutions to improve document processes with seamless integration into your existing systems.
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