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BRAND
Soap Brand
By moving from Sponsored Display to Amazon DSP with refined audience targeting and cross-site retargeting, the brand transformed an unprofitable £0.46 ROAS strategy into a scalable acquisition channel delivering £2.7 ROAS and significantly improved media efficiency.
PROBLEM
Platform limitations meant that Sponsored Display retargeting was inefficient due to restricted audience refinement. These campaigns, targeting PDP viewers delivered only a £0.46 total ROAS, making the strategy economically unviable. Without the improved ability to isolate high-intent non-purchasers, spend was diluted - preventing scale and suppressing incremental return.
SOLUTION
Standard display targeting clearly wasn’t effective, and so a transition to Amazon DSP was enacted, opening up new strategies including:
• Expanding Retargeting Beyond the Amazon Environment
Transitioning the PDP viewer strategy to Amazon DSP, enabled the brand to re-engage shoppers wherever they were online - not just when they happened to be back on Amazon. This maintained visibility throughout the wider consideration journey.
• Enhanced Audience Targeting Capabilities:
Leveraged DSP’s refined audience controls to better isolate and prioritise high-intent PDP viewers, ensuring budget was allocated purely towards non-converting shoppers most likely to purchase.
• Precision Budget Allocation:
Concentrated spend on the most conversion-ready segment while applying frequency caps to avoid overexposure.
RESULTS
• ROAS increased from £0.46 (Sponsored Display) to £2.7 (DSP)
→ 5.9x improvement in return efficiency using the same strategic objective.
• Sponsored Display Strategy Discontinued
£0.46 ROAS was not economically viable and could not be scaled profitably.
• Improved Incremental Efficiency
DSP’s exclusion logic prevented wasted spend on prior purchasers - materially improving media productivity.
• Scalable Mid-Funnel Engine Established
What was previously a loss-making tactic became a profitable, scalable re-engagement channel.
