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Our client, a global technology leader, has built a reputation for innovation across software, hardware, cloud services, and productivity solutions. Its premium laptop range combines high performance with modern design, tailored for discerning professionals and creators.
In the Indian market, the latest models were launched on Amazon.in with the aim of engaging high-intent, value-conscious buyers in the premium category.
Premium laptops in India typically involve a 45–60 day consideration window. This extended journey demands multiple brand touchpoints to establish USPs and guide the consumer toward purchase. Our client outlined clear expectations for its Amazon campaign:
Fluid budgets optimized across tactics for efficiency.90% allocation to Amazon Search for ROAS-driven results.10% allocation to Amazon Display to block competitors and maintain visibility.High-value product positioning, requiring multiple exposures to convince buyers.Seamless defense and conquesting strategies to hold share in a competitive category.
What was needed was a finely balanced strategy—one that could sustain visibility throughout the long decision-making cycle while also defending against intense category competition.
Sponsored Products targeted high-intent shoppers with ROAS-driven keyword campaigns, dynamic bidding, and aggressive placements (Top of Search, Rest of Search, Product Pages).
Sponsored Display campaigns acted defensively on Surface PDPs while leveraging contextual and behavioral targeting to reinforce recall and suppress competitor ads.
Leveraged AMC to analyze shopper paths, incremental reach, and time-of-day engagement—insights that guided audience targeting, budget allocation, multi-placement search strategy, and dayparting rules for precision at scale.
This layered funnel approach allowed us to capture demand immediately while nurturing prospects over their longer decision journey.
We focused on search-based sponsored campaigns. This required a structured approach that prioritized visibility across multiple touchpoints, ensured flexibility in bidding, and organized campaigns to balance reach with efficiency:
A delay in Display creative assets meant Sponsored Display ads missed the crucial brand day launch, reducing early awareness and competitor blocking. So we doubled down on Search Top of Search placements with dynamic bidding, along with:
Separate campaign setups for the client's different product tiers to avoid overlap and maximize targeting precision.
By focusing on precise keyword targeting, dynamic bidding, and strategic placements, the campaigns delivered exceptional visibility, engagement, and ROAS:
Delivered 207% of planned clicks.
CTR increased by 272%, and CPC was 50% lower than forecasted, showcasing incredible cost-efficiency and intent capture.
Tactical targeting and contextual placements drove impressive engagement and cost-efficient results:
Clicks overachieved by 840%, ROAS grew 850% over plan, with a CTR uplift of 86%.
Achieved CPCs 85% lower than forecast, showing the audience targeting hit the mark.
During peak periods, dynamic bidding and broad placement coverage boosted CTR to 0.77% versus 0.65% in non-peak phases, and Search alone generated substantial sales over Brand Day.
In steadier, non-peak periods, the campaign maintained strong performance through cost-efficient CPCs, time-based budget strategies, and optimized bidding, driving ROAS while sustaining consistent daily sales over the extended campaign duration.
PerformanceFY25Q4: Laptop Model 4
FY25Q4: Laptop Model 3
FY25Q4: Laptop Model 2
FY25Q4: Laptop Model 1
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On the back of this success, the client has already activated Amazon DSP campaigns in India. Early results are strong, and together we see significant opportunities to expand into programmatic display, broaden targeting, and drive sustained growth for their laptop devices on Amazon.in.
If you're looking to strengthen brand presence and convert browsers into buyers on Amazon or other digital channels, we're ready to help you achieve your goals.
Let's build your next success story together.
