When agency expertise becomes a performance driver
When agency expertise becomes a performance driver
Many marketplace partners want to make greater use of the potential of OTTO Advertising, but often face common challenges in their day-to-day business: limited internal resources, a lack of advertising expertise, or insufficient time for the continuous optimization of ongoing campaigns. This is exactly where specialized agencies can provide support, ranging from strategic consulting and campaign setup to ongoing performance management and optimization.
OTTO marketplace partner BEMS Home also identified significant growth potential for its ZOHA brand on OTTO, particularly through a more professional advertising approach. As a result, BEMS Home began collaborating with the e-commerce agency mala markets in the summer of 2025.
Jointly defined objectives for the first six months:
- Implementation of SPA keyword targeting based on real search data from OTTO Partner Connect
- Development of a structured campaign architecture consisting of automatic and manual SPA campaigns
- More efficient use of the advertising budget (e.g. increasing ROAS)
Results
Results
average ROAS increase of SPA campaigns
Units Sold via SPA campaigns
revenue from SPA campaigns
Significant Improvement in SPA campaign performance to the Previous Year
During the first six months of the collaboration, mala markets significantly improved the SPA campaign performance of the ZOHA brand compared to the same period in the previous year. Brand and product visibility increased by +40% (ad impressions), resulting in greater exposure across the OTTO marketplace.
At the same time, clicks on sponsored ads increased by +29%, indicating that the campaigns were targeted more effectively and reached potential customers more relevantly. This increase in reach and relevance translated directly into stronger sales performance: advertising-generated revenue grew by +31%, while the number of units sold increased by an impressive +61%.
The impact of the new campaign management approach is particularly evident in the ROAS (Return on Advertising Spend). Across all SPA campaigns, average ROAS increased by +24% during the analysis period. This clearly demonstrates that the advertising budget not only generated more revenue but was also utilized more efficiently through the agency’s optimization efforts, despite a 5% increase in ad spend.
The positive results are also confirmed by Murat Solyu, Managing Director of BEMS Home:
“mala markets helped us unlock the full potential of OTTO Advertising. In particular, the structured campaign management and keyword targeting had a direct and positive impact on our overall performance.”
We asked mala markets about their recipe for Success:
The successful results were achieved through three consecutive phases, each supported by targeted optimization measures:
1. Analysis of SPA Campaign Performance in OTTO Partner Connect: A comprehensive keyword list was developed based on search volume, purchase intent, and strategic relevance for the ZOHA product range, using historical data from existing automatic campaigns.
2. Building a Structured SPA Campaign Setup Based on the Official “OTTO Advertising SPA Guide”: For example, automatic campaigns were complemented by manual keyword campaigns, while negative keywords such as “white plate” were continuously maintained to minimize irrelevant traffic and reduce wasted ad spend.
3. Bid Management and Continuous Optimization: Initial bids were defined and regularly adjusted at keyword level to achieve target ROAS goals. At the same time, new high-performing search terms were identified to support the ongoing expansion of the product assortment.
“Agencies play a vital bridging role between advertisers and OTTO Advertising. They combine strategic expertise, operational excellence, and continuous optimization. Especially when it comes to new advertising solutions, this creates a clear advantage for brands looking to achieve sustainable performance growth.”
BEMS Home has been offering products on OTTO under its ZOHA brand since 2022, specializing in kitchen and household goods, particularly dinnerware sets and drinkware.
mala markets is a specialized marketplace agency with a strong focus on OTTO. The agency helps brands professionally position their products on OTTO, increase their visibility, and achieve sustainable growth. Its services range from structured product data and content optimization to advertising campaign management and ongoing account management. The goal is to build a strong brand presence and drive measurable growth on OTTO.
Do you also need professional support from an e-commerce agency? Our Partner Directory helps you find the right agency for your business and take your OTTO Advertising activities to the next level.
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