Features & Benefits
Welcome to the online guide on how to use our new e-commerce advertising solution. BWS are changing the landscape of digital advertising for suppliers and are inviting you to join in this unique opportunity.
![BWS ads white.png 1200](https://files.readme.io/c4993f9-BWS_ads_white.png)
For the very first time, Suppliers will be able to promote their products to the top of the BWS website and track the performance of those products in real time. BWS have teamed up with ad-serving platform Citrus, to allow suppliers the unprecedented ability to promote individual products to the top of BWS Home, Category and Search Result pages.
There’s no better or more effective way to spend digital marketing dollars than right within the digital store itself and we are excited to offer this new facility to our suppliers.
The technology and opportunity is the first of its kind in Australia and game changing for the supplier industry as a whole and we invite you to participate in this program.
How Sponsored Products works
![BWS Promoted 2.png 1200](https://files.readme.io/ea95335-BWS_Promoted_2.png)
Suppliers will be able to elevate individual products to the top of the Home, Category and Search Result Pages within the BWS Website. Suppliers use the BWS Admin Portal to select products, budgets, advertising strategies (customers you’d like to target) and “keywords” that you wish for your products to appear for.
Much like Google Adwords, Facebook and many other online digital ad channels, the Advertising system works via “Cost Per Click” and “Cost per impression” auction. Meaning the more relevant your product and the more you’re willing to pay, the more chance your products have of being shown to a customer. It also means that this is a fully transparent “performance only” ad platform, so you only pay for results.
In the News
“Retail manufacturers spent $2bn in on Amazon in Q1 2018 by paying to have their products listed at the top of search results.”
![](https://files.readme.io/6544491-amazon_logo_RGB.jpg)
Why such rapid adoption?
Because for the first time, suppliers can influence their online product positioning (and brand awareness) and measure digital ad spend directly against product sales high within the point of purchase
3 Tangible Reasons
Why online product positioning is so important
The Power of Top Position
![5bb6fe_a7160e8e828c48c3b1b76216f7bab716_mv2.png 247](https://files.readme.io/770cf76-5bb6fe_a7160e8e828c48c3b1b76216f7bab716_mv2.png)
Sponsored Products in position 1 received 3x more clicks than products in position 2 and 3 and 9x more clicks than products in position 5
1st Row vs 2nd Row
![5bb6fe_969590ce5fd143758c00e98d3d86cd57_mv2.png 222](https://files.readme.io/5d83a98-5bb6fe_969590ce5fd143758c00e98d3d86cd57_mv2.png)
Sponsored Products in the second row were clicked half as much as products in the top row of results
Sales Increase from being Sponsored
![5bb6fe_205854b924304c04b14e459ccae9fac0_mv2.png 248](https://files.readme.io/de2fd54-5bb6fe_205854b924304c04b14e459ccae9fac0_mv2.png)
Sales increased more than 98% for a product when it was sponsored vs the previous month where it wasn't sponsored. On average, sponsored products increase sales by 15-30%
It's Easy to Use
Digital advertising systems can be hard to use and sometimes hard to measure. This system is different. The BWS Ad system lets you create ads in seconds and measure performance in real time. Just start by clicking the green “Create Campaign” button and the help wizard will navigate you through the process from start to finish
Step 1 - Select your Products
Your products will automatically be loaded into the ad system allowing you to search for your products by name or barcode and add them to your campaign
![Select Products To Promote Copy.png 1240](https://files.readme.io/54f69bd-Select_Products_To_Promote_Copy.png)
Step 2 - Select Budget to Spend
You are in full control of your ad spend including how much you’d like to spend per product SKU, per day and the maximum you are prepared to pay to be shown to the customer
![HEBStrategy - Built Out Copy.png 927](https://files.readme.io/09e2e7d-HEBStrategy_-_Built_Out_Copy.png)
Step 3 - Target your Audience
Further refine your customer targeting by adding “search terms” that match your target audience. This function means your ads will appear when the search term is entered by a customer
![Targeting Copy 4@1x.png 996](https://files.readme.io/36ec3b8-Targeting_Copy_41x.png)
Advanced Features
No more wasting money on irrelevant audiences
The BWS digital ad solution allows manufacturers to promote products to specific target audiences. This reduces the amount of advertising wastage and allows brands to focus in on their relevant audiences.
The system allows targeting of specific household types including male, female and family households. The system also allows brands to target specific levels of customer affluence, so that your products are not advertised to someone unlikely to buy your products.
![Targeting Households@1x.png 1024](https://files.readme.io/034d1ac-Targeting_Households1x.png)
Lastly, brands are able to target customers by the past purchasing habits such as whether they buy competitor products or a certain brand.
![Targeting Copy 3@1x.png 777](https://files.readme.io/12c0958-Targeting_Copy_31x.png)
Reporting at your Fingetips
Once ads are live, the BWS Reporting Dashboard gives you real time insights to the number of impressions, clicks and sales you have generated as well as other important KPI’s such as ROI, average CPC and CPA
You will be able to track in real time:
- The number of times your sponsored listing ad has appeared (Impressions) on each page
- The number of times your ad is clicked
- The number of sales generated from each ad
- The top performing search terms
- The average cost per click that you are paying
- The click through rate of your ad (impressions to clicks)
- Individual SKU level reports
- Reporting by time period (date range)
- Your Exact ROI
![BWS Campaigns Dashboard ISO.png 1200](https://files.readme.io/55461f2-BWS_Campaigns_Dashboard_ISO.png)
Sponsored Search - The Results
There is no more important place to advertise than at the point of purchase itself. Whilst brand loyalty is certainly a result of above the line advertising and other forms of digital customer engagement, a significant amount of customers still shop on impulse and for convenience, making your visibility at the “last mile of purchasing” just as important as anything else you do.
These statistics represent the performance of sponsored products in the various positions on the page and how that directly correlated to product performance.
![Artboard.png 390](https://files.readme.io/1918602-Artboard.png)
Does E-Commerce Advertising increase sales?
Statistics related to sponsored product growth provide only one part of the overall effect on category sales and the question that arises continually from brands is…
“WOULD I HAVE GOTTEN THOSE SALES ANYWAY”
The short answer is no. After Citrus analysed the shift in marketshare ownership for a sponsored product vs its (non sponsored) major rivals it became obvious how important top position was on the e-commerce store.
![Image Recreation Sponsored Product.png 918](https://files.readme.io/ab0a238-Image_Recreation_Sponsored_Product.png)
In just one month of advertising, not only was a product able to increase its overall sales by 50% (YoY), but it also acquired more than 5.4% marketshare with its competitors all suffering as a result.
Benefits Recap
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Point of Purchase Advertising
Why waste money advertising where your customers aren’t buying?
Advertising at BWS gets you in front of millions of customers right at the point of purchase. When your potential customers browse the BWS website they are there to buy, unlike when they are using social media and search engine platforms
![5bb6fe_3e9d176ae77347d4a221106da3a4f29f_mv2-1.png 185](https://files.readme.io/ad9fff0-5bb6fe_3e9d176ae77347d4a221106da3a4f29f_mv2-1.png)
Premium Shelf Space
It probably won't shock you to hear that the location of your product online is linked directly to sales volumes. For the first time, suppliers can now bid for top page positioning within their respective categories. The advertising platform also lets suppliers bid for search terms so that you can target particular buyers when they're searching for products like yours.
![5bb6fe_1b54184512354277a2464499b5598d93_mv2.png 183](https://files.readme.io/8ca217a-5bb6fe_1b54184512354277a2464499b5598d93_mv2.png)
Manage Individual SKU's
Not only can you bid to appear at the top of search result pages and at the top of your category page, but you can also decide which of your products you’d like to be there. These could be your highest margin products, or products that are on promotion. SKU level control also helps when people type in your brand name, so you can sort the order in which you want them to see your product range.
![5bb6fe_22ccc548edc4481582d940df41a3f08f_mv2.png 181](https://files.readme.io/418d1bf-5bb6fe_22ccc548edc4481582d940df41a3f08f_mv2.png)
Pay Per Click
Citrus is an auction based CPC model meaning it’s instantly familiar and performance based. As part of the ad configuration process, you can set a maximum bid price for an individual SKU, a daily budget and you only pay if the product has been displayed or been clicked on by a customer. The fact that Citrus allows you to track sales means there’s absolutely no grey area when it comes to you ROI.
![5bb6fe_0cc577e0a9b441daa94e18ea08721594_mv2.png 183](https://files.readme.io/ce35705-5bb6fe_0cc577e0a9b441daa94e18ea08721594_mv2.png)
Real Time Reporting
Unlike many digital marketing platforms Citrus actually binds every impression and click to a sale giving you real time ROI. Our solution refreshes its database every 60 seconds giving you to the minute accuracy and visibility over every one of you products and campaigns. You are also able to download any reports via CSV for internal reporting and usage.
Why Now?
Getting on-board early means you’ll get a first mover advantage on competing brands an allow you to gain customers at a much lower cost. Being the beginning of the new financial year, you can trial this new system and see its value before committing digital dollars elsewhere.
Get Started
Getting Started is easy. Simply head to the website https://bws.citrusad.com and register your company. Once you’ve verified your email you can begin creating ads right away.
When it comes to billing you can either use a credit card online, or pay on 60 day payment terms through Citrus.
If you want more information about the program and what it can do for your brand, please get in touch and I’d be more than happy to take you through how to use the solution.