Amazon + Turtl | Case study
How Amazon Ads helped advertising customers optimize peak shopping season opportunities with Turtl’s Enterprise Content Automation Platform
Content customization \on a global scale
How Amazon Ads helped advertising customers optimize critical shopping opportunities with Turtl’s Enterprise Content Automation Platform
*OVERVIEW:* Story summary
Amazon Ads offers businesses around the world advertising solutions to promote their products both within and beyond Amazon’s store. They looked to Turtl to help create customized long-form, interactive content to inform advertisers about ways to help grow and optimize their advertising campaigns. One key guide created by Amazon Ads using Turtl was an end-of-year guide focused on Q4, which included tips and best practices for the busy shopping season.
The aim of the guide was to ensure that advertisers were prepared to make use of the wide range of advertising solutions available to them to help drive business growth during this key season.
Amazon Ads was able to deliver to their advertisers a customized, mobile-optimized experience, localized into 9 languages.
With the support of Turtl’s intuitive platform and hands-on customer success team, Amazon Ads was able to deliver to their advertisers a customized, mobile-optimized experience, localized into 9 languages.
*CHALLENGES AND OBJECTIVES:* Better content experience
Better content experience
Amazon Ads wanted to create content experiences that provide customers with the most relevant insights and information about the advertising solutions available for promoting their products in Amazon’s store during the holiday season, and tailor these experiences to six key audiences. They had previously leveraged PDFs for long-form content development, but knew they could provide a better experience for their advertising customers.
“PDFs don’t give readers a customized experience based on their needs, nor the opportunity to decide which content to focus on. They also don’t help us improve, as there’s no good way to measure what content they’re actually reading and finding valuable in this format. Lastly, we can’t easily keep multiple versions of a guide updated in all languages when we use PDF,” said the Amazon Ads marketing team.
PDFs don’t give readers a customized experience based on their needs, nor the opportunity to decide which content to focus on."
Amazon Ads marketing team
*SOLUTION:* Beautiful, tailored content
Beautiful, tailored content
Amazon Ads adopted Turtl’s cloud-based Enterprise Content Automation Platform to create beautifully designed, long-form interactive content which can be tailored to different audiences. Turtl’s analytics also unlocked the ability to understand what content is meaningful to the readers by providing previously unavailable engagement metrics.
The Turtl software allows Amazon Ads users to create on-brand content and designs quickly, using a simple browser-based editor and any existing content.
The technology lays out materials for readability and engagement, making it easy to publish effectively.
“Turtl’s tools and Customer Success Team helped me conceptualize and bring to life our content vision in a customized way for each audience. The process was easy to use and created high-impact content to help our advertisers,” said the Amazon Ads marketing team.
Turtl’s tools and Customer Success Team helped me conceptualize and bring to life our content vision in a customized way for each audience.
Amazon Ads marketing team
*RESULTS:* Fast, customized and in-depth guides
Helping optimize Amazon Ads for the holiday shopping season
Fast, customized and in-depth guides
Experience
The final result was an in-depth guide to optimizing ads for the holiday shopping season, with six custom flows; one for each key audience. The customization functionality ensured that each reader only saw content relevant to their needs, while the immersive experience gave readers the ability to interact with the content in a new way thanks to Turtl’s psychology-based reading format.
Speed
Amazon Ads wanted to deliver this content for advertisers prior to their Q4 marketing efforts, so timelines were tight. Turtl’s automated customization, easy-to-use interface and pre-defined templates helped Amazon Ads launch the guide in October in nine languages, just in time to help advertisers get ready for the busy shopping season.
Insights
After the guide launched, Amazon Ads had access to insights to tell them which pages and elements were driving the most advertiser engagement. This helped them understand where readers spent their time in a way other content formats don’t offer.
“The reports were really powerful in telling us what our advertisers needed to know more about. This will help us refine our strategy and allow us to create even more impactful guides going forward with Turtl,” said the Amazon Ads marketing team.
The reports were really powerful in telling us what our advertisers needed to know more about. This will help us refine our strategy and allow us to create even more impactful guides going forward with Turtl."
Amazon Ads marketing team
