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Paid media

How Mavlers drove ROAS for a global tech leader's premium laptops on Amazon India

Project Overview

Organization

A global technology leader (premium laptops)

Industry

Consumer Electronics / E-commerce Marketplace

Challenge

Long consideration cycle and fierce competition on Amazon.in

Stack

Amazon Sponsored Products, Sponsored Display, Amazon Marketing Cloud (AMC)

Products / Services Used

  • Amazon Advertising
  • Retail Media Strategy
  • Sponsored Products
  • Sponsored Display
  • Amazon Marketing Cloud
  • Paid Media Management

This client is a global technology leader, launching its latest premium laptops on Amazon.in to win high-intent, value-conscious buyers in the premium category. Premium laptops in India carry a 45 to 60 day consideration window, so the brand needed sustained visibility across a long decision cycle while defending share against aggressive category competition. The brief was to build a conversion-first program that drives ROAS through Search without surrendering visibility to competitors on Display.

Performance Insights

Key results for the client

+272%

Search CTR uplift

+300%

Search ROAS over plan

-50%

Search CPC vs forecast

Client Objectives

The challenges the client faced

1.
Long consideration cycle

Premium laptops in India carry a 45 to 60 day decision window, demanding repeated brand touchpoints to move buyers toward purchase.

2.
Intense category competition

Rivals actively bid on the same shoppers and product pages, threatening share of voice on Amazon.in.

3.
Premium positioning at a high price point

Value-conscious buyers needed multiple exposures and clear USPs before converting.

4.
Efficiency under pressure

Fluid budgets had to be optimized for ROAS while still defending visibility, leaving no room for waste.

Mavlers Strategy

How we turned a long buying cycle into ROAS-driven sales

1.
Built a 90/10 dual-channel funnel

90% of budget to Amazon Search for ROAS-driven conversion, 10% to Sponsored Display for defense and competitor suppression.

2.
Engineered a high-intent Search program

Sponsored Products with dynamic bidding, match-type structuring, and aggressive placements across Top of Search, Rest of Search, and Product Pages.

3.
Ran defense and conquesting

Product targeting that protected the client's own PDPs while conquesting competitor listings across both channels.

4.
Layered in AMC precision

Amazon Marketing Cloud analyzed shopper paths, incremental reach, and time-of-day engagement to guide audience targeting, budget allocation, and dayparting.

5.
Structured campaigns by product tier

Separate setups per tier prevented overlap, and when Display creative slipped the Brand Day launch, budget pivoted fast to Top of Search to hold early visibility.

Results

What the client achieved

‍

Sandra Field

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