Integrated brand management strategies for Amazon marketplaces: balancing resources and growth

Abstract

This Bachelor Thesis aims to analyse and implement Pay-Per-Click advertising strategies within the Amazon ecosystem, applied to the brand ZCCZ, which is part of the Spanish aggregator YABA. The project has been developed after a period of weak commercial performance and lack of a structured framework to make efficient decisions in the management of advertising campaigns. In this context, it became clear that there was a need to improve both the strategic approach and the way knowledge was transferred within the team, especially in situations where someone joins with no previous PPC experience, as it was the case for the author. The development of the project combines the theoretical study of the PPC model, an in-depth analysis of the brand, and the implementation of strategies through real campaigns in several international markets. For this purpose, different strategies were defined, applied, and evaluated, always adapting them to the brand’s objectives and to the specific conditions of each country. These included exposure strategies without changing price, budget optimization, Top of Search positioning, campaigns for new product launches, and activations during key promotional events. Each of these strategies was analysed in detail to measure their impact on metrics such as sales, profitability, or advertising efficiency. The results show that data-driven strategies adjusted to the brand's context can lead to clear improvements in commercial performance. Moreover, the project offers useful insights on which approaches are more suitable depending on the product type, the market, and the brand's positioning. This experience not only allowed the project to meet all its original goals, but also helped build a useful knowledge base that can serve as a guide for managing future PPC campaigns on Amazon, both for ZCCZ and for other brands with similar structures.