Case Study
Colgate-Palmolive brand Scales Google Search To Amazon
Discover how Hill's Pet used Ampd's Google Search Ads to Amazon solution to increase total sales and drive a more efficient CAC than Amazon DSP.
Google to Amazon Results with Ampd
15.23%
Add to Cart Rate
8.22%
Conversion rate
58.91%
New To Brand Rate
Background
Hill’s Pet Nutrition, a Colgate-Palmolive brand, set out to transform its customer acquisition strategy on Google Ads with an innovative approach. Traditionally Hill's Pet would drive Google traffic to its brand.com site with "where to buy" software which created click friction in the consumer buying journey. The team recognized that they could give their consumers a smoother path to purchase, by engaging them on Google and directing them straight to transactional Amazon pages.
To meet this demand, Hill’s Pet needed a solution that could seamlessly direct Google Ads traffic to retailers like Amazon, while maintaining enterprise-grade campaign oversight and detailed campaign and keyword-level attribution.
The challenge was clear: without granular keyword-level insights and automation, scaling Google Ads to Amazon as a new strategy would be impossible.
The Agency
Hill's Pet relied on their agency, Wavemaker, to help take advantage of this growth opportunity. Wavemaker is a Top 5 global media network. Their roster of products and services has been built with a single aim – to positively provoke growth for clients. As part of GroupM and WPP, they are continually developing their offer to deliver growth in a fast-changing consumer world.
The Marketing Mix
Already investing millions across various ad channels, Hill’s Pet aimed to benchmark its Google Ads-to-Amazon strategy against its Amazon DSP campaigns, knowing that these tactics are middle/upper funnel marketing strategies.
Enter Ampd
Ampd's advanced Google-to-Retailer ad technology enabled Hill’s Pet to unlock full-funnel attribution and keyword-level performance insights. With Ampd’s automation and granular reporting, the brand launched a $100K monthly campaign to measure the impact of Google Search Ads directed to Amazon versus DSP results.
Using Ampd's proprietary automated bidding for Google to Amazon campaigns, allowed Hill's Pet to improve their ROAS across various campaigns. Below shows improvements month over month, after enabling Ampd Automated Bidding:
- CPCs across campaigns using Ampd Automated Bidding dropped by 50%
- Overall ROAS improved for all the campaigns shown below after enabling automated bidding
The Overall Results
With the $100K monthly ad spend for Google to Amazon campaigns, Ampd's software allowed Hill's Pet to achieve:
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15.23% Add-to-Cart Rate, driving high-intent shoppers from Google into the Amazon funnel.
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8.22% Conversion Rate, far exceeding the DSP benchmarks.
When compared to DSP, Ampd delivered:
Metric | DSP | Ampd |
---|---|---|
ROAS | $0.39 | $1.07 |
'New To Brand' Rate | 26% | 58.91% |
Customer Acquisition Cost (CAC) | $108 | $39.30 |
In Conclusion
Ampd’s Google-to-Amazon solution helped Hill’s Pet dramatically reduce its CAC from $108 on DSP tactics, to $39.30 CAC when running Google-to-Amazon campaigns - an 80% improvement over DSP.
By leveraging Ampd’s full attribution capabilities, the brand achieved a 58.91% NTB rate, more than double DSP’s NTB performance.
This case highlights how Ampd empowers brands to scale efficiently, turning Google’s immense search traffic into new customers on Amazon while optimizing ad spend.
"Ampd's ability to unlock attribution from Google to Retailer has fundamentally changed how we think about our brand budget and customer acquisition strategies"
Jarrod Cannaby - Search & Engagement Manager at Hill's Pet Nutrition