Targeted Ads Light the Way for Lamps Plus Customers

To learn more, please visit: http://productads.amazon.com © 2015 Amazon.com, Inc. or its affiliates. All rights reserved. Amazon, the Amazon.com logo, the Amazon Services logo, Amazon Product Ads are trademarks of Amazon.com, Inc. or its affiliates.

For almost 40 years, Lamps Plus has offered quality lighting and home decor products to households across the country. As online shopping has skyrocketed, Lamps Plus has found that highly targeted Amazon Product Ads allow the company to keep pace with consumers and drive valuable traffic to its retail website.

“We try to be wherever our customers are, and our customers have moved online, particularly utilizing Amazon as a place to browse and buy,” says Angela Hsu, Vice President of Marketing and Internet Business at Lamps Plus. “But it’s difficult to find qualified traffic on the web,” she adds, so her company was quick to adopt the Amazon Product Ads program in 2010.

Amazon Product Ads have delivered a high volume of traffic at a competitive ROI. It’s easily our best comparison-shopping engine (CSE), with four times the volume and twice the conversion rate of other CSEs.Angela HsuVice President of Marketing and Internet Business

80+%

Growth in sales

25%

Decrease in cost per conversion

4x

Traffic volumeversus other CSEs

Amazon Product Ads display advertised products in targeted placements for shoppers who are already browsing and ready to buy. “We’re reaching consumers at the moment when they’re most engaged,” Hsu says.

For Hsu and her company, the benefits of the ad program were apparent immediately: “Our initial results were very positive right out of the gate,” she says. So much so that

“at the end of our first year, we tripled our budget for Amazon Product Ads.”

Thanks to this investment, Lamps Plus has continued to see impressive results — in the past two years, the company’s sales from Amazon Product Ads have increased by more than 80 percent. “It’s really helped us grow our customer base and develop lasting relationships with new customers,” Hsu adds.

OPTIMIZING ADS IN MINUTESLamps Plus particularly values the transparency of Amazon Product Ads, noting how easy it is to view performance data and adjust bids. By using the program’s SKU-level reporting, Hsu can spot and remove underperforming products in minutes. This enables the company to elevate its top-performing items.

To learn more, please visit: http://productads.amazon.com © 2015 Amazon.com, Inc. or its affiliates. All rights reserved. Amazon, the Amazon.com logo, the Amazon Services logo, Amazon Product Ads are trademarks of Amazon.com, Inc. or its affiliates.

“SKU-level reporting has allowed us to optimize our bids at a more granular level, resulting in a 25 percent decrease in our cost per conversion,” Hsu notes. “It helps us make the right choices and ensure we’re showing the products that are most likely to drive sales.”

FOCUSED ADS YIELD INCREASED SALES AND STRONG ROIThe cost-per-click model also makes Amazon Product Ads an attractive option for Lamps Plus.

“It’s great because it allows us to pay only for real results,” says Hsu. “We’re not wasting dollars showing our ads to the wrong audience. We’re actually driving qualified clicks — and we’re doing it at a price that meets our ROI goals.”

This focused marketing spend has led to the holy grail for all retailers: “We’ve definitely increased sales,” Hsu says. “Amazon Product Ads have been unique in that we’ve been able to scale our digital marketing program without sacrificing efficiency. Typically there’s a trade-off between the two — if you try to drive more revenue, you get less and less efficient as you do it. But with Amazon, we’ve been able to reach a broad base of customers at an ROI that continues to be attractive.”

AMAZON PRODUCT ADS = LAMPS PLUS’S NO. 1 CHOICEFor Lamps Plus, Amazon Product Ads have lit the way to greater customer access, improved marketing efficiency, and significant sales growth. “It’s helped us to stay at the cutting edge of digital marketing, and to continue to reach customers at the moment of relevance,” says Hsu. “It’s our most important comparison-shopping engine by far.”

The primary differentiation for Amazon Product Ads is that they reach a much larger audience scale, and they drive an efficient ROI.Angela HsuVice President of Marketing and Internet Business

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Targeted Ads Light the Way for Lamps Plus Customers