From the offset, the foundation of our advertising strategy for BBB was to acquire new-to-brand customers who are either passively or actively shopping, i.e., in-market for cycling products and browsing other brands.

In a landscape with few yet very recognisable brands, it was equally important to adopt a hybrid strategy that grew sales while also building a customer base of repeat shoppers. Ultimately, our aim was to build an ecosystem where a brand-loyal consumer base would help us reach newer customers who would in turn become repeat purchasers.

To address the above requirements, we adopted a three-pronged approach. We started by aggressively increasing bids on broad category keywords, with a focus on long-tail searches, so as to capture more of the existing traffic for the products. This steadily drove an increase in overall traffic to BBB’s PDPs. We supplemented this by aggressively bidding on top-converting competitor targets; while the results of this activity may not be immediate, it has supported steady growth in market share for BBB on the Amazon platform.

We then began analysed the resulting list of search terms on an ongoing basis, adding the top converters as phrase and exact match keywords to further drive high-quality traffic.

Thirdly, we expanded BBB’s brand defence activity, incorporating other campaign types such as Sponsored Brand and Sponsored Display activity to reinforce the existing brand-loyal customer base.