Having a strategy for Amazon is almost mandatory these days. Purolator relied on Gelia to implement a comprehensive effort to drive awareness in this very competitive marketplace. We built a Purolator brand page to improve credibility and created video and other content to support product differentiation. All backed by a paid media program to promote Purolator products on Amazon.
It’s a day-to-day commitment. With Amazon introducing new ad types and updates on a daily basis, it requires us to continually optimize the program. Evaluating the analytics and adapting the message accordingly allows Purolator to win bids and manage a part-number heavy product. We currently have multiple campaigns running to get as close as possible to the ultimate goal of one-to-one personalization.