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Client Background:

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Pyrex, a globally recognized kitchenware brand, were introduced to us via a mutual connection. With a product catalog trusted by millions, Pyrex sought to fully leverage Amazon’s advertising capabilities across both Sponsored Ads and DSP (Demand-Side Platform)—to continue to grow their Amazon channel whilst defending their brand in a competitive space.

1. Bloated, Inefficient Campaigns:
Legacy auto campaigns dominated their ad account, wasting spend and offering little control over targeting or performance.

2. DSP Potential Untapped:
Despite having access to Amazon DSP, Pyrex wasn’t using it. No retargeting, no upper-funnel prospecting—just missed opportunity.

3. Rising ACoS, Weak ROAS:
Without refined bidding or negative keyword strategy, ad dollars were bleeding into low-converting searches and irrelevant placements.

4. Competitors Hijacking Branded Terms:
Pyrex had no brand defense strategy in place, allowing rivals to capture traffic—even on their own product pages.

5. Scattered Data, No Strategic Clarity:
Ad performance lacked visibility. Sponsored Ads and DSP weren’t aligned, and reporting failed to support smart, data-driven decisions.

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Strategic Approach:

Our tailored strategy for Pyrex addressed cross-funnel media execution, blending Sponsored Ads and Amazon DSP to create a robust strategy for growth. 

1. Sponsored Ads Overhaul:

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We implemented a full-funnel campaign structure to capture demand across all key customer journey stages:

• Manual Campaign Migration: Transitioned high-performing auto campaigns to finely-tuned manual campaigns, enabling granular control over targeting and bidding.
• Search Term Mining & Keyword Clustering: Continuously harvested search term data and built keyword clusters based on intent and volume to improve relevancy and reduce wasted ad spend.
• Brand Defense & Competitive Conquesting: Rolled out branded campaigns to defend Pyrex placements and launched strategic competitive targeting to acquire market share from direct rivals.

2. DSP Expansion for Retargeting & Awareness:

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With access to Amazon’s DSP, we extended beyond search-based demand generation:

• Retargeting Engine: Built dynamic audiences of cart abandoners, detail page viewers, and past purchasers to re-engage customers with tailored creative.
• In-Market & Lifestyle Segmentation: Launched upper-funnel prospecting campaigns targeting high-affinity audience segments, boosting visibility for new and seasonal product lines.
• Creative Optimization: Regularly tested ad formats and copy variations to improve CTR and ROAS, while aligning with Pyrex’s brand voice and aesthetic.

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3. Budget Allocation & Performance Optimization:

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We deployed a flexible budgeting framework with weekly pacing reviews and bid automation, allowing us to dynamically shift budget toward top-performing segments and placements in real time.

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Results:

The collaboration delivered measurable results in both performance and efficiency:

• +67% Increase in Ad Sales YoY: Sustained YoY sales lift driven by improved targeting, keyword alignment, and increased brand reach.
• TACoS Optimization: Maintained TACoS target (all advertising channels—even while scaling spend during high-traffic seasonal periods.
• Repeat Purchase Growth via DSP:
  Retargeting efforts via DSP contributed to a 28% uplift in returning customer sales—a key brand health metric for CPG brands like Pyrex.