Here's what you'll learn in the webinar
At Amazon, everything revolves around how to stay one step ahead of the competition. And, of course, with the best possible use of your media budget. In the webinar, we'll look at how to use your budget wisely and efficiently on Amazon. How do you create constant visibility for your products? How can you achieve sales targets with a limited budget? And how do you develop innovative approaches to meet the constant changes and new developments? The webinar answers these questions and shows how the combined use of tools and data sources enables strategic action derivations that maximize sales and increase constant visibility. In addition to increasing revenue and visibility, speakers will show how to gain competitive advantage and be present at the right times, while key competitors lose visibility as the day progresses.
When is the best time to spend my budget?
How much budget do I even need for my campaigns?
These are questions that concern sellers and vendors alike - especially those with large accounts. We show how to use smart data analysis in combination with the right tool to allocate budgets efficiently, automate targeting, and maximize revenue in the process.
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Transcript for the webinar: Are you still advertising or are you already out-of-budget?
Angela Meyer: Welcome to today's diva-e webinar: Are you still advertising or are you already out-of-budget? Today you'll get best practices on increasing sales on Amazon through automation. Let's move on to a quick tech check. (5 sec.) Feel free to ask your questions via the question box on the control panel and we will answer these questions in the Q&A session afterwards. You will also receive our recordings and the presentation afterwards. You are welcome to give a short signal now, so that we also know whether the technology is working. (6 sec.) So, that looks good. The technology is working. Then a short word about me. My name is Angela Meyer and I am your moderator today. Now I'll hand over to Julia and Johannes and hope you enjoy listening.
Julia Kosak: Yes, thank you very much Angela. I would also share my screen directly then. (4 sec.) Yes (9 sec.) I hope that now all participants also see the correct picture. I'm just going to assume that now. We have tried it before, so I am sure that it will work. Yes, I am very pleased about the large number of participants. Maybe a few words about me at the beginning. My name is Julia Kosak, I am a Senior Consultant E-Commerce at iProspect and have been with the company for about two and a half years. I started in the PPC department and specialized in e-commerce, especially Amazon, from the very beginning. So I looked after a lot of large customer accounts from all kinds of industries, both at a strategic and an operational level. Above all, always with a focus on search. And in the meantime, together with the eCom team, I am responsible for playing a much bigger role in iProspect's e-commerce activities. But also to further expand it within the Dentsu Aegis network. And my main focus is now on the areas of new business, marketing and PR and the expansion of our existing tool partnerships, such as here with E PWR. And that's exactly why I would now like to give the floor directly to Johannes from E PWR, so that he can also briefly introduce himself.
Johannes Höller: Yes, hello from my side. I'm Johannes Höller and I've been with diva-e Products for just under a year and a half now, where I'm responsible for the product management team. This means that I am also responsible for the product development of our tools. Especially E PWR, which plays an important role in our webinar today. Maybe briefly about my background, I've been doing product management in the area of performance and online marketing for 20 years, meaning tool development, platform development and the like. A few startups behind me and currently having a lot of fun building and driving a tool specifically for the Amazon platform.
About E PWR
Let's get straight to E PWR maybe, a few words what is E PWR actually. I'm sure some in the rounds know it. Maybe not everyone knows it. EPower is our all-in-one tool for Amazon Advertising, as we like to call it. Our focus is on three important areas. On the one hand, that's reporting. That is bid management or also called bidding and a flexible campaign management. With E PWR, we want to offer all of this to sellers and vendors, but especially to agencies and their large customers. Agencies are particularly important to us because we have developed numerous functions in E PWR specifically to meet their needs, and our partner iProspect has also played an important role in the development of E PWR. We are also proud to be an official Amazon Advertising Partner with our tool since 2019 and we are of course very happy about this. Maybe a few words about diva-e, right? Specifically about diva-e Products. Diva-e Products actually emerged from the former intelliAd GmbH. I'm sure intelliAd is a household name to most, at least in the German market. Currently, diva-e Products combines three brands or three tools under its umbrella. That's E PWR, that's intelliAd, and then the service provider Textprovider in the area of content marketing. Together, we have over ten years of experience in the performance marketing space in producing and offering automated solutions. And we've been doing that since 2019 as part of the diva-e Family, which, after all, now has almost 800 employees across Germany. But why do E PWR and iProspect fit together so well? There's a very simple reason. iProspect and also Julia and her team have basically been on board since E PWR was founded. That means they were one of the first users in E PWR, which is now almost two years ago. And we have simply worked together very, very much on the tool. We did beta tests, closed beta tests. In short, the feature development together with iProspect was enormously valuable and very important for us. And we will continue this cooperation. That means joint workshops or case studies or, like today for example, a webinar on a very specific topic.
Julia Kosak: Exactly, then we'll briefly come to iProspect as well, before we can actually get into the case. Yes, as a classic performance marketing agency, we of course offer all kinds of digital marketing services. But since we're mainly talking about e-commerce today, I'd like to keep the focus here in the intro on e-commerce topics.
iProspect is part of the Dentsu Aegis network and within this network we have different brands that are specialized in different areas. So for example, we have a Story Lab, which specializes in content solutions. Or also a Process Scope, which is primarily familiar with out-of-home solutions. And it was actually the case that customers from the various brands have increasingly focused on the topic of e-commerce in recent years. And out of this need, we then founded the E-Commerce Competence Center in 2018, which consists of specialists in the areas of retail, search, content, but also display, and together with this team we are trying to develop holistic solution approaches and simply push this entire topic of e-commerce further. We see ourselves as having a clear advantage over specialist agencies because we take a much more holistic view of e-commerce. At the moment, for example, we are working very closely with our colleagues at Carat, Vizeum and Video Beat. We're working on further expanding the integration of e-commerce and TV, and simply finding very individual solutions. Together with our data colleagues from Dentsu, we have also developed an in-house eCom tool called Eagle. But we'll come to that tool in more detail later. That's why I don't want to anticipate too much right now.
Now that our case today is mainly focused on Amazon, here are one or two words about our partnership with Amazon, which we have been expanding since 2014. We work with exclusive Amazon agency managers. And, of course, this means that we are always up to date with any innovations and can really act as a first mover for any betas or launches. And, of course, we can offer our customers an additional service as a result. We currently have over 40 Amazon-accredited employees in our company, which made us the first official Amazon Premium Partner. We are now in the second round, which means that we will be adding significantly more employees. We are really proud of the fact that we can really offer such expertise. Yes, in addition to Amazon, we also work very closely with E PWR, as Johannes already mentioned. Johannes will now briefly explain what makes this collaboration so special.
Two strong partners
Johannes Höller: Exactly, I already anticipated this a bit earlier. Basically, we have been working together for almost two years. And the key points are simply that we really try to have a very close exchange. Which is simply an enormous advantage for us as tool developers, because it gives us access to real practice or operational practice. This is valuable input for the further development of features. And for this purpose, we do joint cases, joint workshops and, above all, look at larger counts together in order to derive the best possible insights from them.
Julia Kosak: I think what really sets it apart is that it's a very open exchange between us. This means that we, as an operational body, simply encounter many problems that may not have arisen at all in the development stage. This means that we are really in regular exchange and simply see that we can develop the tool further together. That both E PWR and the tool benefit from it. But of course also we as an agency in dealing with the tool. So this is really a great collaboration that we have created over the last few years. Right, so much for the intro.
Use Case E PWR & iProspect
Now, of course, we come to the very concrete case, which is why we are all here today. The case that we are presenting today is based on a problem that we had to deal with for a relatively long time at one of our customers. All participants here in this session who have perhaps worked in an agency before will certainly have experienced the following picture in one way or another and will be able to identify with it relatively quickly.
The customer basically has super many demands, which we of course have to meet every day somehow. Statements are made such as: Our budget should be used as efficiently as possible, we have to achieve our sales targets, but at the same time we have to be constantly visible. We have too little budget. But there is no way we can have an additional budget. These are often the statements that we have to deal with somehow. Now with this customer in particular, it was sometimes really like that that the phone rang in the evening with the account managers and a totally surprised contact person was on the phone and wondered why he did not see his ads when he entered any focus keywords on Amazon. And of course we have to meet all these requirements on a daily basis, some of which are, yes, not at all compatible with each other. And then we also have to develop strategies to overcome these hurdles and ultimately make the customer happy. So here with our customers, we actually continuously have the problem that we are limited in budget. And at the same time, with Amazon, it's not possible to spend the budget evenly throughout the day. That means that our visibility actually continues to drop throughout the day because we're going out of budget in more and more campaigns. And accordingly, we can't fully serve the traffic volume. And it is precisely this combination of limited budget, but also limited functionalities on Amazon and ultimately also missing data, that makes the efficient use of budget on Amazon, yes, actually almost impossible.
Now, of course, you might ask, why is it even a problem that I'm not visible all day? So it might not even be that, yes, it doesn't matter at all when I'm sort of holding my glass under the tap and generating my sales? Since Amazon launched Audience Insights data in 2019, we can actually answer that question quite clearly with a no. We see Audience Insights data here for the category from our customers. Maybe at this point again very briefly one, two general things about Audience Insights for all participants who have not yet worked with it. The Audience Insights report is currently an open beta within the Amazon DSP, i.e. the Demand Sight platform. And the report can be used to analyze demographic data, but also time trends, purchase frequency, or even the consideration period of the last 365 days.
If we look at the whole thing here now, the light gray bar shows the percentage of views distributed over the day and the dark bar shows the percentage of purchases. And if we now look at this, then it becomes immediately clear at a glance that we have given a high purchase probability especially at midday and in the evening hours. And therefore, of course, we should be active with our ads at the corresponding times. That means we really have to reach the users who are then looking for our products, and accordingly we have to be visible at the corresponding times. And exactly this visibility is just, yes, the problem.
In 2017, as I briefly mentioned earlier, we developed our in-house tool Eagle, which allows us to analyze the visibility of our customer throughout the day. Perhaps now also here again briefly one or two general sentences about Eagle. With Eagle, we can measure our own visibility compared to the competition by crawling a predefined set of keywords several times a day on amazon.de. This means we can analyze the organic share of voice, but also the share of voice of the paid ads. And then derive very specific recommendations for action. If we look at the picture here now, i.e. the customer is the green line, then we start in the morning with a relatively high share of voice. But between four and eight o'clock, our visibility drops constantly. And the whole thing ultimately ends with us only having a share of voice of around five percent in the evening hours, i.e. from 8 p.m. onwards.
Of course, that's because we go out of budget in more and more campaigns throughout the day, and our visibility drops constantly accordingly. If you now consider that we start with 27 percent in the morning and are only at about 5 percent in the evening, then the drop is really enormous. If we now superimpose the Eagle data on the Audience Insights data, it becomes immediately clear that we are not using our budget efficiently at this point in time. Because our own share of voice line is completely opposite to the audience insights data. That is, our visibility is decreasing throughout the day, while traffic and purchases are increasing. And yes, what does our desired scenario look like now? In the best case scenario, we manage to have our own Share of Voice line completely analogous to the Audience Insights data. So what do we want to do? We want to save valuable budget from the morning hours and place it precisely when users who are ready to buy are also looking for our products. In other words, especially at midday and in the evening. Yes, and to achieve this, we have developed a strategy together, which Johannes will now briefly present to you.
Johannes Höller: Exactly. The ultimate goal is, of course, this desired scenario, which we are trying to achieve here. Our strategy was actually based on this premise. But in the process, we quickly realized, we've heard it before, now we have different tools, we have different data sources. That ranges from where are the ads targeted, where are they monitored, where does the reporting take place. These are all things that are not easy to reconcile at first. And that was exactly our first realization when we thought about how to proceed. In other words, the goal was to make this process as efficient as possible and to coordinate it. In other words, we tried to establish a completely uniform and clearly defined process. Will you click one more, Julia?
Julia Kosak: Yes, I just did.
An established process
Johannes Höller: Thank you. Like that. Exactly. Here we simply see again the abundance of tools that are available to us, so to speak, from Amazon tools to our own in-house tools, which Julia mentioned, and then of course also the account managers, who basically also work manually on the whole process. And so that we have a uniform process here, we have tried to form a so-called, we have called it a strategic framework. That is, what do we do? We have tried to create a kind of circular model from this approach. The focus is on the absolutely essential components of this complete procedure. On the one hand, this is to identify the time periods in order to know when I should ideally be visible. To automate the control as much as possible, because who wants to switch on and off and optimize hundreds of campaigns several times a day. And, of course, it is essential to measure and analyze the results and make appropriate deductions from them. And this is exactly what different tools are used for in different places. Unfortunately, it doesn't work to have everything in one single tool. That would be nice. But it's not that simple. And, of course, the data also has to be merged. In the following pages, Julia and I will explain in more detail how the whole thing works out in practice.
Julia Kosak: (6 sec.) Right, let's get straight to the concrete procedure. As Johannes has just said, we have presented the whole thing in a cycle and we will now simply go through the individual steps so that it is as logical as possible what our concrete procedure actually looks like. In the first step, we use Audience Insights to identify the relevant time periods in which we should place our ads. At the same time, we use Eagle to analyze our current visibility. And if we then superimpose the Eagle data on the Audience Insights data, we immediately see, firstly, whether there is a problem at all and, secondly, and of course much more importantly, how big the problem is that we have. If we now look at the whole thing again in our very specific customer case, then we immediately see that there is an acute need for action because, as we have already said several times before, our visibility is actually dropping continuously. Accordingly, we are not using the budget efficiently at the moment and, of course, we also have to make sure that our ads are visible at the relevant times. Exactly. And Johannes will show us how we can solve this problem operationally.
Using E PWR: Automated budget adjustment
Johannes Höller: So, now the tool comes into play, exactly. Now we know when the time periods are relevant for us. We've sort of figured that out now. Now it's a matter of getting the visibility right in the time periods. As I said, no one wants to manually sit down every day and flick the on/off switch several times a day. That's why we've integrated an advertising scheduler into E PWR. With this, campaigns can be grouped very easily and switched on and off at the desired times of day. In other words, automatic control. And in detail you can see here, it looks very simple. Basically, I can define any days of the week and times for a set of campaigns that I define freely beforehand. And of course, multiple times or periods within a single day are also possible. This is completely flexible in terms of design. And the grouping of the campaigns is based on our strategies or bidding strategies. This also has a nice side effect, besides advertising scheduling, other things can be optimized if desired. For example (bidding adjustments or placement adjustments. This does not have to be, but can be used in parallel. And another advantage is that of course all historical data of these campaigns are always preserved. That means that the tool does not create any new campaigns or anything like that, but it really only confirms the on and off switch, so to speak, and thus also to keep the data and not to lose historical data.
The adjustment is possible at any time and this adjustment will also be enormously important, we will talk about it later. First, we come to the next step, namely step three. And step three is about budgets. In addition to advertising time, a major challenge is, of course, how to make the best possible use of this advertising time with the budget. Even if I know the best advertising time, that doesn't automatically mean that just because I'm now using an advertising time planner, I'll also be permanently visible. That's up to the budget. And in E PWR, we have various options for automating this budget issue or at least making it very transparent. In detail, there are two large areas, one is the daily budgets, the other is the monthly budgets.
With the daily budgets, it's like I have a daily budget at the campaign level. But I can, if I want, with one click, for example, increase the daily budget for all campaigns. Because now I know, on that day I need more. I don't want to manually adjust 20 campaigns now, that is, I enter an amount X and save that and it adjusts. The adjustment is done proportionally in the background. That means that campaigns that already had a rather higher daily budget get more of the additional budget. Those that had less, get a tad less. Always in the background on the performance of course to take into account what the tool does automatically in the case. Alternatively to daily budgets, and here is probably relevant especially for agencies, are monthly budgets. Often, the customer specifies exactly this monthly budget, which is available and cannot be changed. That's why we offer the possibility in E PWR to manage a real monthly budget. This means that the tool tries to spend and distribute this budget in the best possible way for the periods in which the campaigns are active.
In other words, it will counteract this by not spending everything as quickly as possible, but rather by spreading it out over the course of the month. The whole thing can be planned out in advance. This is very helpful if the change of month takes place on a weekend or a holiday, for example. Because the account manager probably won't log in on Saturday night and adjust the monthly budgets. At least we don't want him to have to do that. As an aside, of course, there are additional options. I can now, of course, as an account manager, distribute the budgets within the campaigns myself if I want to. But I can also leave that to the tool. And the whole thing is so flexible that it takes into account both auto and manual campaigns. This means that the tool will decide on the basis of the performance figures of the past days whether a campaign gets more or less budget for the future. And if there's too much budget left over, we've integrated a nice feature, we call it the budget boost, to give the tool a little bit more freedom, so to speak, to spend remaining budget anyway and thus maybe make a little bit more aggressive suggestions than it would otherwise naturally make. Good. Now we've got the budget set, we've got the ad times running, so that means everything is up and running. Now, at some point, we still have to find out if it's all working. That means analyzing and measuring as step four is essential, there's no getting around it. And that's where all the tools come into play, of course. First and foremost, of course, I want to know what happened to the budget. Does what I have set there fit? Is it sufficient? Is it not sufficient? Do I need to make any adjustments? And for that, we look at two specific reports in E PWR.
The first is the so-called Budgetusesreport. It tells me with a single key figure, so to speak, whether my existing budget has been used up. At 100 percent, I have perfect utilization. It could be that I could have spent more, but at least I have spent the budget that I planned. This report is of course available in the tool in a slightly more complex form, and of course on a daily basis or for any time period I want. That means I can look at any time, how was it for example a year before, how has it changed now. I can compare Prime Days with each other, for example. All that can be found out very, very quickly. And it's especially exciting to find the campaigns that have a very high degree of utilization or also those that have a very low degree of utilization. Because it could potentially be that I'm leaving budget lying around, unused, and I could actually reallocate it to the super performing campaigns.
The tool does try to do that when we set those settings that we briefly touched on earlier, but the tool puts-cannot replace an account manager in that regard. That is, it still needs this look, okay, there is now perhaps a blatant change necessary or there we now simply change our complete strategy. The tool shows us, okay, this is how things are going, the campaigns have such and such a degree of utilization. But that doesn't really fit together anymore. This means that I have to give the tool new settings and thus simply make a major change manually. That's exactly what this report is very, very helpful to see. So, the hundred percent is unfortunately rarely realistic. We have few examples with us in the tool where hundred percent is then there. But you can try and there is always something to optimize. The second report is much, much more interesting. It's actually the core report that we're talking about here. It deals with the whole issue of out of budget. In E PWR, we have built a very new, but very, very individual report that tells me exactly that. Which campaigns are out of budget and when. And this is also a report with data that I don't get in the Amazon console, for example.
The report shows me very, very transparently and actually at a glance, which of my campaigns in the selected period, here we have now taken for example a few days in January, the first 14 days, and which run out here and which not. The whole thing by colored indication. And I can see basically right away which of my critical out of budget campaigns are and which are not. Because it absolutely makes a difference whether the campaign is running out of budget early in the morning, in the afternoon, or in the evening. If we think back, ad scheduling, the ad times that we've identified, that's kind of where the match comes into play now. Obviously, I don't want the campaign to run out before that and then maybe not even be active in the evening, even though we would have set that. Here in the example we see three different types of campaigns. The first one marked with a green check mark. Why? Well, it has hardly any entries here. At one point it ran late in the evening, in this case 9pm out of budget. That means there is actually hardly any need for action here. And usually the budget of this campaign is totally sufficient. You can actually park it as a result. The second block, the ones marked in yellow, are more exciting. This is a large group of campaigns that actually run out of budget every day. Sometimes earlier, sometimes later. Mostly they manage half the day, the first twelve hours of the day they manage. But that would also mean that if I defined a period of time in the evening that is important for me, I would hardly have a chance to be present there with the campaigns because they are out of budget. Of course, the dark red ones are really critical. Not only do they run out of budget every day, but they also run out of budget very, very early. In the example, most of them even before 7 a.m. These are the typical campaigns that just run without end, generate traffic, maybe no conversions at all, but the budget has already run out before I'm even in the office, the campaign is no longer running.
Of course, I can and should take a look at the report before we start this whole process. It's available at any time. Because that's how I actually get an initial assessment of what my status quo is. Do I have any critical campaigns at all? In the best case, I don't have them at all. Unfortunately, that's rarely the case. But this way I already know what I have to be prepared for and can keep in mind a bit beforehand, even when evaluating the relevant advertising times for me, okay, I'll probably still need to take action afterwards, because it's already very, very tight or can hardly get there in terms of time with the campaigns. Now it's constantly a question of when. When does the campaign run out of budget, et cetera. Only here there are a few more aspects. And Julia will go into that a bit more now.
Deep Dive: How the team works
Julia Kosak: Exactly. We have called it Deep Dive again, so to speak, because I can only speak for myself and for our team, operationally, we really work very intensively with this report. It is also a report that we have actually developed a bit from the needs, together with E PWR. Or rather, E PWR developed it, of course. But of course we give input on what we need and why we need these reports and what data is still missing, how we can expand the whole thing. And in the meantime, it really is a report that we actually work with almost every day. Because we can of course analyze, as Johannes has just said, when our campaigns go out of budget is already a great starting point to simply have a rough overview of how my situation is currently in my different areas. Of course, it can also be quite exciting to ask which campaign types go out of budget at all? Do I have campaigns here that are really high-performing and can I perhaps re-shift from other campaigns that may not be able to keep up in terms of performance. Then, of course, there is the issue of how the out-of-budget situation will develop.
That is, are the adjustments I am making working? Do I see an improvement in the out-of-budget report? And then, of course, how can budgets be rescheduled? So we really use the report partly even as a kind of forecast tool, really to see, okay, what is our current situation? How much budget would we need, for example, to run completely ongoing at least in the brand area and not have this out-of-budget issue? Of course, it also always depends on the objectives, what goals are we currently pursuing? Do we want to run completely in the generic area without going out of budget? So we can really use this report in many different ways and have a real added value here, which we can of course also present to the customer accordingly. Exactly, now we probably come to the most exciting part, namely the actual results. First of all, let's take a brief look at what we took into account when we suspended the test: It is of course quite clear that we did not give a classic A/B test scenario here, because we are comparing two different time periods. However, we still paid attention to a few things so that we have as valid a framework as possible and can evaluate the results accordingly.
We made sure that we did not include any deal events, i.e., no primeday was included in the corresponding periods. We have the same or a similar budget level and, of course, a similar budget distribution in terms of the distribution between brand, generic, competitor and auto campaigns. Okay, we see here on the left the actual situation before our adjustments and on the right we see how the share of voice has developed after our adjustments. So now in the image on the right, we start with a significantly lower Share of Voice and then we manage it at the relevant times. So being significantly more visible at midday and in the evening. In other words, we actually saved the budget in the morning and start with a much lower share of voice. And then we manage to be much more constant in our visibility. This is where the enormous competitive advantage becomes visible once again. Because if we look at the share of voice lines of our competitors, we see that our main competitor in blue actually faces exactly the same problem as we do. And of course, this allows us to take advantage of a second effect in addition to more constant visibility. Namely, we buy significantly cheaper in the evening, because the competition is also significantly less active. If we now think back to our ideal scenario that we looked at before, we didn't quite manage that. So we are now not completely analogous to the Audience Insights data in terms of purchase probability. But we've really made a significant improvement.
And this is where the circular nature that we have just described in our approach becomes important once again, namely that it is not a strategy that is set up once and then never touched again. Instead, we must of course continuously reassess and adapt the whole thing so that we can ultimately use the budget as efficiently as possible. And ultimately, we also have to make sure that our share of voice lines are analogous to the audience insights data. I have just mentioned the competitive advantage. Ultimately, the more favorable CPCs and the higher conversion rates have enabled us to increase our ROAS and our revenue by about 50 percent and our conversions by 35 percent. The most impressive figure here, however, is definitely the share of voice. We were able to increase this by 183 percent between 8 p.m. and midnight. And in doing so, we ultimately achieved exactly what we wanted to achieve. Namely, to use our budget more efficiently and thereby maximize sales.
Johannes Höller: Good, impressive figures. But of course we don't want to stop there. And we didn't achieve a precision landing in the desired scenario, but we came close. That's why there are next steps for us, of course, because it's not enough to be satisfied with the fact that we've set up the whole thing once, worked through this big case and achieved good figures. Instead, we are, of course, constantly looking into this issue. New questions keep popping up. Amazon changes various things, sometimes unannounced, and we have to react to them. Basically, we are constantly trying to optimize the procedure. And that applies to both sides.
E PWR: Next steps
On the E PWR side, we have taken very specific measures or next steps. On the one hand, we want to further expand and optimize the advertising scheduler to create even more flexibility or opportunities. We want to push forward and try out joint ideas that have basically been developed within tests. Simply try out a lot and refine the reporting. We have now seen these two example reports, especially the out of budget report. That in itself is very, very powerful. But of course there is more to it. And the more you look into it, the more input and feedback we get from Julia and her team. And of course we try to implement this on the E PWR side. And for all of you who are listening, these reports are not only available for iProspect, but can be used by every customer. And similar optimization will benefit everyone equally as a result. And in addition to these things, the further integration of data sources or merging of tools is of course also an important part of our considerations. And I think the team at iProspect is making good progress in bringing some optimization into that.
iProspect: Expand and refine strategy
Julia Kosak: Yes, exactly, so of course we are also in the process of expanding and refining this strategy. That's why we're currently in the process of integrating the Audience Insights data into our Eagle dashboard in order to simplify this entire process even further through a higher degree of automation. That means we no longer have to look into two or three or four different tools before we've even identified how big our problem is. Instead, we can actually see directly in Eagle whether we have a problem and whether any adjustments are being made. Or whether the adjustments that we have already made are taking effect. In other words, we simply want to simplify the strategy here and no longer have these many different tools that we want to look at, but rather keep this entire process as simple as possible. Exactly, we have already mentioned it a few times, but it is very important for us to point out once again that this strategy is a never-ending story, so to speak.
It's really not the case that the whole thing is set up once and then never has to be adapted again. Instead, it has to be re-evaluated again and again to see whether the settings are correct, whether it is necessary to readjust them again, and simply to see whether the settings have ultimately delivered the desired effect. Of course, it may well be that the set period is not sufficient and we still go out of budget in our campaigns. But it could also be that the Audience Insights data and thus ultimately the user behavior have changed. Or it could also be that visibility has changed due to changes in the competitive situation. Accordingly, the whole thing is really presented here as a circular character. Always with the goal of using the available budget as efficiently as possible, taking into account all current factors, and thus ultimately maximizing sales. Finally, here again the note, what is needed for the implementation of the strategy everything. Of course, we need an Amazon DSP access to have access to the Audience Insights data. We need Eagle to be able to measure visibility. And of course we need E PWR to be able to use the ad scheduler and budget management. Exactly, now it really only remains to say many, many thanks to the numerous participants, we were really pleased to hear that. Of course, we hope that we were able to provide you with some helpful insights in today's session. And of course we're still here to answer your questions.
Johannes Höller: Thank you very much from my side as well.
Angela Meyer: Yes, and thank you already, thank you Julia and Johannes for your intensive input and insight on automated sales increase at Amazon. Exactly, and we'll start now into the Q&A. And you're welcome to ask your questions via the chat box. And I would now take up the questions that have already come up during the webinar and I would now read them out here. And the first question is also related to reporting.
To what extent is the historical data sufficient?
Johannes Höller: That depends on when the account enters the tool. At the time of linking, we receive a maximum of the last 60 days from Amazon. From that moment on, however, we save the data live. This means that if the account was added, let's say, a year ago, you could perform a year-on-year comparison.
Angela Meyer: Great. And also on the reporting:
Is the reporting only available in the tool or can it also be sent to you by e-mail?
Johannes Höller: Well, the reports have to be built in the tool or these standard reports, which we have seen here as an example, are used. But you can download them or subscribe to them and have them sent to you by e-mail, for example, on a daily or weekly basis.
Angela Meyer: Great. So, exactly.
Johannes, you also mentioned something about the budget boost. Could you explain in more detail how that works?
Johannes Höller: Well, it will be difficult to explain exactly how it works. But I can explain a little bit what happens. Basically, it's a setting that takes place as part of our bidding strategies, so to speak. It's an additional setting. And basically the tool tries to spend the budget that is given as efficiently as possible over the period of time, let's take the month. Now, of course, it is possible that there is a different scenario here, that the tool realizes at an early stage, okay, we won't manage to spend the 5,000 euros, we won't be able to spend them. At least half of it remains. For whatever reason. And normally that would actually also just be left over because that setting is not active. But if we had this budget boost setting active, the tool would in that case try to generate more traffic through, for example, more aggressive bid changes or adjustments to placement modifiers on Amazon, which ultimately results in more costs, which of course means the budget is better used up. The performance goals are of course still taken into account, but no longer to the same extent and with the same priority as if this setting were not active. Otherwise, this would not work. This means that if you now have a target course, you may risk achieving a somewhat worse one in the end. But you have given up the budget for that. That just depends on the respective need in the situation in which the customer is in the case.
Angela Meyer: Good, then I hope that this clarifies the question.
Johannes Höller: Otherwise, whoever asked it, please feel free to contact us afterwards or something, so that we can talk about it again in peace.
Angela Meyer: Exactly. And now the question came in about your case that you presented.
In what period of time did you achieve this increase in performance? So here the 128 percent or 50 percent increase in sales. When was that? So how long did it take you?
Julia Kosak: It took about eight weeks. (4 sec.) That was very fast.
Angela Meyer: Good.
Julia Kosak: Yes, definitely, yes. So the customer was also really thrilled with the results. We've really rolled it out completely in the meantime. We have used it with many customers and for many different categories. Because, of course, it's just now via the Audience Insights data and we can simply analyze this data as well, it's no longer a black box and we simply have to, I'll say, estimate when we assume that the conversion rates are simply at their highest. But it's precisely this combination of DSP, which we can then use for the search campaign and then optimize the whole thing again via E PWR in combination with bidding, that really does produce enormously good results across the board for all customers and all categories. So it really is an incredibly good strategy for using the budget more efficiently.
Angela Meyer: Yes, we saw that today. So and now there was another question for you, Julia.
It was asked again if the participant understood it correctly that Eagle is a developed tool and do you support you- so it's your own developed tool and if it also supports with the visibility on the impressions?
Julia Kosak: Exactly, so Eagle is an in-house tool that was developed by us. We actually also developed it out of a customer need at the time. I said it briefly before. Of course, if the customer calls in the evening and asks all the time why they don't see their ads, we had no choice but to tell them we have them definitely active. But we never had a way to actually measure that visibility. And of course to do that in terms of competition. Which is, of course, enormously interesting for us and also provides us with enormously good insights into the competitive situation. In other words, what does our tool do? Our tool is ultimately like a user who sits down at his laptop several times a day and simply enters predefined search terms on Amazon.de and then measures which ads from which brands appear at which position. And from this- It is then weighted, of course, because an ad that appears on placement one must be weighted much more heavily than one that appears on the, yes, very bottom of the page, for example. But that's how the share of voice is tied up and we have really valid data about how our visibility is determined in relation to our competitors, yes.
Angela Meyer: Exactly. So feel free to ask more questions. Otherwise, our Amazon experts are of course also available afterwards and will be happy to answer your questions. In that sense, I would now also still- And introduce your contact person, Davyd Gorban. He is also currently listening to us quite excitedly. David is also our Amazon expert at the E PWR tool and has already gained a lot of experience also in the e-commerce space. And you are welcome to contact David directly by mail or by phone. And he will be happy to discuss the topic with you in more depth. Exactly, we will also send you the presentation and the recordings afterwards. And now I would like to draw your attention to our other webinars, which we organize with our customers and also our partners. Every week you can find out more about what we do as diva-e and you can find more information there on diva-e.com. And now I would thank you guys, thank you Julia and thank you Johannes for your input on automating on Amazon and increasing sales. And thank you guys, thank you for your participation and until next time.
Julia Kosak: Yes, thank you very much and have a great day to all the participants. Bye.