How Intentwise helped Radwell scale its B2B advertising

The problem: 

For Keith Portante, the Ecommerce Marketplace Manager at Radwell, advertising automation was always inevitable. 

Radwell—which sells new, used, and refurbished industrial automation parts—is a massive company, with a total of 185,000 active SKUs on Amazon and 3,300 Amazon ad campaigns. 

Troubleshooting and scaling all of those campaigns was nearly impossible. When he used to check advertising on his phone during off-hours, Portante would sometimes notice that even though ads were still live, ad revenue was typically minimal. 

He needed a smarter way to identify the problems. 

The solution: 

When Portante started using the Intentwise Ad Optimizer, he turned to our hour-by-hour heat map, which identified when shoppers were typically making purchases. He quickly discovered that most of Radwell’s sales occur between 9 am and 5 pm on weekdays. 

Portante applied those learnings to time-based, scalable rules that he could easily apply across campaigns through the use of Intentwise’s label feature. Intentwise helped Portante organize his rules into buckets broken out by category, subcategory, and price tier. 

He described our software as “a lot more friendly” than its rigid platforms of our competitors. 

Especially useful was the availability of B2B-specific customizations in the Intentwise Ad Optimizer.  

60% of Radwell’s sales volume comes from Amazon Business, Amazon’s B2B platform. This is a coveted demographic for the company: B2B shoppers tend to have a higher average order value and average units per order than regular shoppers.

Radwell is therefore willing to spend a little bit more on advertising to acquire those B2B shoppers. 

So, rather than duplicating his consumer-facing strategy for Amazon Business shoppers, Portante adds separate bid modifiers for B2B and B2C shoppers when he’s setting up rules. Intentwise makes this easy.

Being able to quickly apply separate bid adjustments for B2B shoppers in the same place where he’s rolling out his consumer-facing rules is a major time saver for Portante. Really, it’s the only way to skillfully manage such a vast catalog. 

And Portante is excited to explore all of the possibilities that the Ad Optimizer offers. “I feel like I've just scratched the surface,” he said. With Intentwise at his fingertips, “there's just so much to do.”