Reckitt Benckiser (RB) Italy Scales Amazon Sales While Sustaining Healthy ROAS Limits
Reckitt Benckiser (RB), the world’s leading consumer health and hygiene company, sought to ramp up product sales on Amazon without sacrificing ROAS. Since Amazon’s Advertising console doesn’t allow advertisers to simultaneously maximize sales and maintain ROAS limits, the RB team turned to Kenshoo for help.
The RB team applied Kenshoo’s Bid to ROI optimization solution to their broad portfolio of Amazon Sponsored Product Ads. The Bid to ROI algorithm predicts the performance of keywords based on their similarity to one another, then automatically optimizes bids to respect ROAS limits.
In parallel, Kenshoo’s Budget Navigator was used to maximize RB’s budget utilization, dynamically optimizing spend allocations across campaigns.
With Kenshoo’s optimization suite, the RB team was able to scale Amazon revenue by 146%, while sustaining healthy ROAS limits.
About Reckitt Benckiser
RB has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately 37,000 people worldwide.
Led by a purpose of providing innovative solutions for healthier lives and happier homes, RB is amongst the top 10 companies listed on the London Stock Exchange. It is the global No 1 or No 2 in the majority of its fast‐growing categories, driven by an exceptional focus on innovation. RB’s Health, Hygiene and Home portfolio is led by its global Powerbrands including Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s.
Learn more at www.rb.com
“Kenshoo’s optimization suite helped us reach new heights on Amazon without compromising ROAS”
– Dina Carai, Ecommerce Content & Performance Manager, RB