Defining the opportunity
No7 Beauty, trusted for skincare and makeup since 1935, faced a conversion bottleneck: while customers searched on Google, conversions on Brand.com underperformed. EssenceMedia (part of GroupM) & Ampd identified that steering high-intent searchers to Amazon could enhance purchase intent and overall impact of offsite media by improving campaign conversion rates.
The strategy: Redirect, integrate & predict
The EssenceMedia team was able to devise a plan to validate the impact of a direct path to purchase at Amazon.
- Traffic rerouting: Google search ads were optimized to lead consumers to Amazon product pages.
- Seamless data integration: Ampd bridged Google Ads and Amazon’s conversion data, overcoming Amazon’s closed-loop restrictions.
- Predictive bidding: Ampd’s proprietary Agentic AI adjusted bids in real time to maximize actual Amazon conversions, not just clicks.
Implementation in the Ampd platform
Once the near-immediate connections in Ampd were launched, EssenceMedia was able to leverage valuable features in Ampd to successfully shape the cross-channel campaigns:
- Near-real time data ingestion from Amazon: making in flight optimizations on retail outcomes possible.
- Keyword-level tracking: Granular insights enabling scale of insight and maximum control on activation decisions.
- Ampd's predictive bid optimization: enabled an easy, hands-off approach to confidently scale across the No7 portfolio.
The synergy of these features in the hands of the experts at EssenceMeda enabled multi-channel coordination that was previously blocked by the walled garden data silos.
Success! Why No7 declares this a win
“Redirecting our shoppers and optimizing bids in real time not only elevated conversion rates, but redefined our Ad‑to‑Amazon revenue model.”
Results:
- 4.2× higher conversion rate for Google Ads going directly to Amazon as compared to Brand.com
- +30% in bid efficiency when using Ampd’s Predictive Bidding over standard Maximize-for-Clicks strategies
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