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US$23.4 billion. sales from this traffic converted well. It led to the brand’s
products—which were newly launched—becoming top-
Reaching your audience ranked in their category on the marketplace.
Despite the fast growth in the UAE, brands cannot afford
to be complacent about converting browsers on sites such as In a second example, we tested the relative effectiveness of
Amazon into buyers. Certain things are useful to know if you Amazon Advertising versus Google pay-per-click advertising
want to maximise your sales. The first is that the breakdown to drive converting traffic to the Amazon.ae listings for a
of the audience is quite different in the UAE than in other beauty brand that we sell.
markets. Amazon visitors in the UAE are more likely to be
male and fit into a narrow younger age range than those in Campaigns for both advertising channels ran for 16 days. The
Western European markets. results showed that although the Google ad delivered more
traffic, the Amazon ad provided a better return on investment
This impacts the products that sell well; mobile phones and as the cost per click was much lower, and traffic was
computing are top categories on Amazon and Noon in the converted at a much higher rate. In fact, the cost-per-click of
UAE, for example. Demographic data from SimilarWeb the Amazon ad was half that of the Google ad and, in total,
shows that 66% of visitors to the Amazon.ae site are male the Amazon ad campaign generated more sales and a return
and a massive 40.4% are between the ages of 25 and 34. In on investment of 18 times, compared to the 5 times return on
comparison, 59% of visitors to Amazon.co.uk are male, and the Google campaign.
30% are aged 25-34. The second is that Amazon Advertising
is still relatively cheap compared to other markets; highly With e-commerce sales in the United Arab Emirates
effective in converting browsers to buyers. booming, and Amazon providing a relatively cheap and
effective way to build sales in the region, there has never
We have a couple of examples that demonstrate this point. been a better time to explore selling opportunities on the
For one of the products that we sell on Amazon.ae, a US- marketplace. ••
based kitchenware brand, we ran a 30-day campaign using
Amazon Advertising earlier in 2020. It drove a return on FOR MORE INFORMATION ON HOW PATTERN REPRESENTS BRANDS WHO WANT TO
investment (ROI) of 19 times the advertising spend. Nearly SELL ON MARKETPLACES IN THE MIDDLE EAST, SEE OUR WEBSITE AT:
233,000 impressions led to more than 700 clicks, and the WWW.PATTERN.COM/MENA.

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