Greenworks needed to unlock new customer segments on Amazon without increasing budget. Xnurta's full-funnel AMC + DSP strategy drove double-digit growth across every key metric.
Greenworks, a leading manufacturer of outdoor and indoor battery-powered tools for consumers and professionals, faced stagnant sales growth and needed a strategy to unlock new customer segments and efficiently drive brand awareness. With a strict marketing budget, reallocating resources effectively was difficult, and justifying investments in upper funnel media efforts posed an additional challenge.
To address these issues, they partnered with Xnurta to implement a full-funnel Amazon Advertising strategy, leveraging a combination of AMC Hub, Amazon DSP display and video ads (OLV & STV), and Sponsored Products & Brands. The primary objective was to unlock AMC attribution insights and target high-value audiences at every stage of the funnel, helping Greenworks achieve 10% Amazon sales growth YoY with a flat budget.
increase in branded searches
growth in new-to-brand customers
improvement in detail page view efficiency
Xnurta utilized AMC Hub's nine pre-built models to help Greenworks gain deep customer behavior insights and optimize campaigns quickly. We tracked user journeys from awareness to conversion using full-funnel analytics to understand ad effectiveness at each stage. Attribution models including Path-to-Conversion, Overlap Analysis, and Multi-Touch Attribution were employed to analyze the contribution of different touchpoints to conversions and allocate budgets effectively.
Amazon DSP STV & OLV video ads increased reach and brand awareness through high-impact video ads across open exchanges, Amazon Publisher Direct, and preferred private marketplace deals inventory. We then employed sequential creative remarketing strategies to reach previously video-exposed shoppers with lower-cost DSP display ad impressions on and off Amazon.
Sponsored Products & Brands maintained an always-on presence to ensure continuous product visibility and capture high-intent traffic. Amazon Marketing Cloud's granular full-funnel analytics data was used throughout to optimize strategies and drive business impact.
Clicks increased by over 15%, with similar increases in CTR and a decrease in eCPC. Detailed page views rose over 17% with improved eCPDPV efficiency. Branded searches grew over 20%. New-to-brand customers expanded by over 10%. Add-to-list increased over 15%. ROAS improved over 10%.
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