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The Need

Goldwell and KMS wanted to expand their market share in Canada via Amazon advertising.

The Situation

Launching advertising campaigns in a new country can be arduous, especially when working with keywords. Another challenge was the limited budget. The ad spend for Goldwell and KMS Canada was about 845% lower than their U.S. counterparts. When the budget is low, every decision within the campaign has to be strategic to maximize the brand’s ACoS.

Our Expertise

Amazon Advertising

Goldwell and KMS are both world-renowned haircare companies that had been selling on Amazon since 2020, but were new to the Canadian Amazon advertising market. Blue Wheel strategized sponsored product campaigns to target customers searching for products in the beauty and haircare categories.

The Solution

Blue Wheel implemented sponsored product campaigns for both Goldwell and KMS.

Product Selection

Our team began with ten of each brand’s best-selling products to launch sponsored product campaigns. For Goldwell, this included their Color Shampoo + Conditioner, Blonde Shampoo + Conditioner, Rich Repair Shampoo, Mousse, Root Lift Spray, Styling Gel, and Straightening Balm. For KMS, this included their Styling Paste, Styling Gel, Leave-in Conditioner, Hairspray, Dry Spray, Smoothing Lotion, Moisture Cream, and Shampoo + Conditioner.

Search Term Isolation

Once our team decided on the products, they employed the use of Blue Wheel’s proprietary Amazon Advertising tool, Companion. We utilized a segmented search term isolation structure, creating both branded and non-branded campaign sets. Our team also launched competitor ASIN targeting, going after best-selling hair care products, based on category, in the Canadian market.

Real Results

Blue Wheel helped Goldwell and KMS achieve...







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