Modelones DSP Yearly Review

（2022.1.1-2022.12.25）

• The new generation

• Transboundary digital marketing consulting company.

• To provide you with a full range of sea marketing solutions.

X

01

02

03

01

$733,046.69

Total Cost

$6,377,411.84

Total Sales

8.7

Total ROAS

10,612,561

DPV

105,357,448

Impression

69.64%

NTB

$0.07

CPDPV

数据来源：亚马逊DSP平台（20220101-20221225）

361,976

Total Unit Sold

Total Sales

CTR ✓ 消费者点击意愿在促销

当天达到峰值

✓ 黑五前期制作相关素材

投放，有效帮助提高点

击率，2023年网一素材

也同步制作投放

✓ 销量普遍在大促第二天

达到高峰，2023年如果

两天折扣力度相差不大，

可考虑在第二天放量更

多

Highlight

Jul 13: $65565.45

Jul 12: $48,165.73

Nov 25: $109,240.27

Oct 11: $62,487.95 Oct 12: $84,448.92

Nov 28: $154,570.52

Audience Cost CPBS ROAS

IM - False Nail Glue $11,787.80 $37.37 0.23

IM-Nail Art Glitters $7,262.65 $38.14 0.27

IM-Nail Dryers $10,122.35 $21.47 0.29

IM-Nail Polish $28,473.87 $31.41 0.23

视频完播率

98.39%

品牌搜索量

1,867

品牌单次搜索成本

$30.88

➢ Nail Dryers 指甲烘干机标签人群带来的品牌搜索量成本最便宜,视频中也有美甲灯的场景

出现和引导

➢ 触达False Nail Glue（指甲胶）以及Nail Art Glitters（指甲亮片）人群的搜索成本偏贵，

这两个人群建议后续可以投放更强相关的视频产品

➢ 增加更多指甲油系列类目标签时，建议投放更贴近受众人群属性的视频测试

CTR:0.75%

CPDPV：$0.38

季节性素材

CTR:1.12%

CPDPV:$0.42

黑五专属素材

CTR:0.78%

CPDPV:$0.97

圣诞限定素材

Impression

DPV

ATC

Purchase

HP PP

1,074,813 1,537,079

18,937 38,898

2,491 3,635

573 889

1.76% 2.53%

13.15% 9.34%

23.00% 24.46%

Highlight

✓ 充分利用平台大促时间节点，制作相关素材，提前占据消费者心智，种草产品和提高广告互动率

✓ 相比于直接落地到特定asin界面，落地到HP界面的引流效率偏弱，存在部分消费者流失，在品牌旗舰店

的落地页进行相关优化，但引流到旗舰店界面的消费者在充分了解产品后，加购数据高于产品详情页

40.79%，包括后端单次购买成本略优于PP界面，后续建议长久通过Fire Tablet引流到品牌旗舰店页面

Cost $9186.44 Cost $14,782.23

CPP $16.03 $16.63

CTR: 1.64%

CPC: $0.55

DPVR: 1.71%

Audience Total cost CPM CTR DPVR Promoted ROAS ROAS

Brand SIM Asin View $794.40 $14.66 0.50% 1.18% 0.12 0.32

IM-Nail Art Glitters $1,092.36 $10.89 2.09% 2.54% 0.16 0.70

IM-Nail Dryers $9,483.82 $10.75 1.03% 1.92% 0.27 0.85

IM-Nail Polish $13,408.42 $8.42 1.79% 2.02% 0.15 0.62

LS-Eye make up $15,521.56 $8.23 1.80% 1.32% 0.05 0.16

Audience First/Start Midpoint/Start Third/Start Complete Rate

Brand SIM Asin View 90.18% 84.22% 78.83% 71.42%

IM-Nail Art Glitters 91.35% 85.98% 81.11% 73.73%

IM-Nail Dryers 92.82% 87.97% 83.44% 77.43%

IM-Nail Polish 92.68% 87.60% 83.08% 77.23%

LS-Eye make up 93.91% 89.51% 85.68% 80.56%

•剔除系统生成的品牌类似人

群包

•回归产品自身类目人群（暂

停拓圈人群投放）

精简人群

•专注强调和展示某一个产品

特性

•测试不同时长的视频的完播

率

多方位测

试视频

Cost:

$40,300.57 Complete Rate：78.51%

$0.71

$0.33 $0.33

$0.56

$0.41 $0.40

$0.49

$0.66

0.10%

0.23%

0.11%

0.11%

0.24%

0.14%

0.08%

0.16%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

IM-Combination

Eye Liners &

Shadows

IM-Eye Concealer IM-Eye Makeup IM-Eye Makeup

Brushes & Tools

IM-Eyeshadow IM-Lash

Enhancers &

Primers

IM-Mascara LS-Interested in

Beauty ProductsEye Makeup

CPDPV ROAS CTR

Insights：

• 长久投放且表现较为稳定的人群：IM-Eye Concealer 、IM-Eye Makeup 、IM-Eyeshadow，其综合CPDPV成本较低，后续品宣策略增加预算时，可直接放量投放

• 新测试人群 LS-Interested in Beauty Products-Eye Makeup 和眼部高度相关的生活方式人群标签后端投产效果较为突出，建议再投放一段时间观察其效果

• IM-Eye Makeup Brushes & Tools 该人群同为12月份新测试人群，建议继续小预算测试观察

Device Creative size Total cost Total sales USD CPM CPDPV CTR Promoted ROAS ROAS

MA

300x250 $10,885.85 $7,596.73 $7.45 $0.35 0.38% 0.39 0.70

320x50 $6,968.59 $5,320.25 $6.76 $0.35 0.13% 0.37 0.76

MW

300x250 $1,070.69 $748.29 $7.77 $0.47 0.28% 0.46 0.70

320x50 $2,196.16 $1,499.29 $6.79 $0.72 0.03% 0.34 0.68

SD

160x600 $3,516.73 $12,313.89 $7.60 $0.17 0.01% 2.16 3.50

300x250 $3,637.39 $973.98 $3.21 $1.14 0.02% 0.21 0.27

300x600 $0.17 $0.00 $12.86 #DIV/0! 0.00% 0.00 0.00

970x250 $1,766.93 $501.81 $1.99 $1.05 0.02% 0.13 0.28

总计 $30,042.50 $28,954.24 $5.52 $0.37 0.14% 0.55 0.96

拓圈人群，我们希望通过它做到什么？ 高点击

率

低浏览

成本

成功拓

圈触达

Polish IM - Nail Polish Base

& Top Coat Products

Polish IM-Nail Polish Polish IM-Premium

Nail Care Products

Top IM-Combination Nail Base & Top Coats

Top IM-Nail Polish

Dip IM-Nail Decoration Kits

Dip IM-False Nail Acrylic Powders & Liquids

Dip IM-Nail Art Fimo

Dip IM-Nail Art Glitters

Dip IM-Nail Art Rhinestones

Linner-Beetles

Linner-RARJSM Equipment IM-Nail Dryers

Glue IM-Nail Glue kit

Poly IM-Nail Thickening Solution

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

$0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 $0.40 $0.45

特优标签(CTR高,CPDPV低)

Poly Gel：IM-Nail Thickening Solution

Dip粉： IM-Nail Art Glitters

待调整标签(CPDPV低但CTR不高)

Polish：IM-Nail Polish

Equipment：IM-Nail Dryers

Glue Kit： IM-Nail Glue Kit

Top&Base： IM-Combination Nail Base&Top

Coats

✓ 对装置端进行优化，保留点击率

高的端口

✓ 在素材维度进行优化，进行多种

素材尝试

CTR：0.15%

CPDPV：0.27

CTR：0.85%

CPDPV：0.13

CTR：0.17%

CPDPV：0.32

CTR：0.47%

CPDPV：0.07

CTR：0.18%

CPDPV：0.23

CTR：0.24%

CPDPV：0.22

CTR：0.53%

CPDPV: 0.21

CTR：0.41%

CPDPV：0.24

CTR：0.41%

CPDPV：0.1

CTR：0.27%

CPDPV：0.24

CTR：0.08%

CPDPV：0.43

• 指甲油系列产品模特图效果不佳，模特图对指甲的展示力度不够，模特本身更抓人眼球

• 指甲油镭射系列素材产品罗列清晰有秩序，夏款素材有较好表现，更换秋季Slogan的镭射

图片与其秋季风格色系匹配度不高

黑

五

圣

诞

CTR：0.16%

CPDPV：0.43

CTR：0.68%

CPDPV：0.21

CTR：0.18%

CPDPV：0.33

CTR：0.21%

CPDPV：0.34

CTR：0.41%

CPDPV：0.13

CTR：0.22%

CPDPV：0.45

CTR：0.30%

CPDPV：0.37

CTR：0.74%

CPDPV：0.09

CTR：0.53%

CPDPV：0.23

CTR：1.28%

CPDPV：0.08

CTR：0.33%

CPDPV：0.23

CTR：0.28%

CPDPV：0.23

CTR：0.35%

CPDPV：0.24

CTR：2.13%

CPDPV：0.05

✓ 黑五素材普遍点击率较高，由于传统大促节点，大量流量涌入，同时消费者有较高的购买意愿，增加了和广告

的互动性，后续在亚马逊专属PD，和传统黑五以及网一时间节点分别制作对应素材投放

✓ 手部特写素材具有较高的点击率和低廉的获客成本，后续在素材设计中可广泛应用尝试

精简产品 vs. 原有的应有尽有

手图+产品 vs. 纯产品版

产品质地细节+产品 vs. 纯产品版

卖点突出slogan vs. 品牌性slogan

*Data Source：AMC 202209-202211

日期 1月1日 1月15日 2月1日 2月15日 3月1日 3月15日

素材准备

素材1

情人节素材准备

素材2 素材3

夏季素材准备

(简约版产品测试) （增加手图） (Slogan卖点展现：持久、快干、新手、)

素材上线

情人节主题皮肤&素材上线 夏季素材上线

素材1上线 素材2上线 素材3上线

日期 4月1日 4月15日 5月1日 5月15日 6月1日 6月15日

素材准备 母亲节素材准备 夏季大促准备

素材上线 母亲节主题皮肤&素材上线

acrylic

powder

Combin

ation

Base &

Top

Coats

Dip

Manicu

re Kits

Gel

Polish

LINNER

GEL

Nail Art

Brushes

Nail Art

Equipm

ent

nail

glue kit

Poly

Nails

Gel

Promoted ROAS 4.16 1.63 5.24 3.44 0.46 1.10 3.77 0.61 8.48

ROAS 19.53 6.19 16.47 11.02 2.49 6.74 13.08 4.39 19.05

CPDPV $0.04 $0.08 $0.05 $0.05 $0.17 $0.07 $0.05 $0.08 $0.05

$0.00

$0.02

$0.04

$0.06

$0.08

$0.10

$0.12

$0.14

$0.16

$0.18

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

Promoted ROAS ROAS CPDPV

acrylic powder

1%

Combination Base &

Top Coats

7%

Dip Manicure

Kits

6%

Gel Polish

56%

LINNER GEL

2%

Nail Art Brushes

1%

Nail Art

Equipment

19%

nail glue kit

6%

Poly Nails Gel

2%

Cost Percentage

Branded Search Term number Of Branded Searches

modelones gel polish 37391

modelones 12449

modelones gel polish kit 4823

modelones dip powder kit 4560

modelones polygel nail kit 4326

modelones polygel 4296

modelones dip powder 2840

modelones gel nail polish 2261

modelones acrylic powder 2167

gel nail polish modelones 1521

modelones gel polish kit with uv light 1118

modelones color cube 881

modelones nail tips 650

gel polish modelones 597

modelones top coat 541

modelones gel 530

modelones nail tips and glue gel kit 505

modelones gel polish set 476

modelones base and top coat 468

modelones cream gel polish 419

polygel modelones 395

modelones acrylic nail kit 385

modelones dip 339

polygel nail kit modelones 334

modelones+gel+polish 332

modelones glitter gel polish 330

modelones poly gel 319

modelones builder gel 293

modelones top and base coat gel polish 283

modelones nail glue 279

modelones polygel colors 278

modelones gel polish palette 272

modelones uv led nail lamp 269

modelones gel polish fall colors 269

modelones solid cream gel polish 265

modelones kit 264

modelones fall gel polish 257

modelones gel nail polish set 252

modelones matte gel top coat 250

modelones dip liquids 249

modelones gel x nail kit 245

modelones gel polish red 241

modelones red gel polish 237

modelones christmas gel polish 237

➢ 三大品线：Gel Polish 、Dip Powder、Poly Gel

➢ 其余品线：False Nails、Liner Gel、Press on Nails等可成为王牌品

线备选，后续素材的信息引导上做 “品线—品牌”强关联

Confidential: Client use only

Data Range： 2022010-202211

10月 purchases

老客 903

B087M3QZDW 438

B08Z3C1WGP 296

B093SMY3HH 118

B081W3L2HV 42

新客 1864

B08Z3C1WGP 738

B087M3QZDW 591

B07YBZW347 498

B08Z7JSXQ1 37

总计 2767

Confidential: Client use only

Data Range： 2022010-202211

11月 purchases

老客 1065

B087M3QZDW 453

B08Z3C1WGP 355

B081W3L2HV 203

B08SQFJJHL 39

新客 2187

B08Z3C1WGP 708

B08SQFJJHL 673

B087M3QZDW 573

B07YBZW347 203

总计 3252

B087M3QZDW

B08Z3C1WGP

B081W3L2HV

B093SMY3HH

B07YBZW347

B08Z3C1WGP

B081W3L2HV

B08SQFJJHL

B07YBZW347

B087M3QZDW

Combination Base

& Top Coats

3%

Dip Manicure Kits

2%

Gel Polish

28%

LINNER GEL

2%

Nail Art

Equipment

10%

nail glue kit

4%

Poly Nails Gel

6%

OTT

18%

Fire Tablet

6%

Eye make Up

6%

Lifestyle

6%

OLV

9%

12月产品线占比 Combination

Base & Top

Coats

2%

Dip Manicure

Kits

5%

Gel Polish

25%

LINNER GEL

2%

Nail Art

Equipment

10%

nail glue kit

2%

Poly Nails Gel

10%

OTT

18%

Fire Tablet

5%

Eye make Up

6%

Lifestyle

6%

OLV

9%

1月建议产品线占比

02

Overlap UV CVR

[[Consideration], [Conversion], [Sponsored_Products]] 191,945 26.05%

[[Conversion], [Sponsored_Products]] 330,101 25.12%

[[Awareness], [Conversion], [Sponsored_Products]] 14,112 23.63%

[[Awareness], [Consideration], [Conversion], [Sponsored_Products]] 16,033 23.01%

[[Awareness], [Sponsored_Products]] 11,774 21.64%

[[Awareness], [Consideration], [Sponsored_Products]] 7,284 20.88%

[[Consideration], [Sponsored_Products]] 98,705 20.30%

[[Sponsored_Products]] 484,105 18.84%

[[Awareness], [Consideration], [Conversion]] 56,431 2.67%

[[Consideration], [Conversion]] 640,224 2.58%

[[Awareness], [Conversion]] 67,467 1.88%

[[Conversion]] 1,973,070 1.51%

[[Awareness], [Consideration]] 231,625 0.44%

[[Consideration]] 4,787,644 0.18%

[[Awareness]] 2,075,408 0.06%

总计 10,985,928 2.87%

SP

DSP

484,105

Unique user

9,831,869

Unique user

SP+DSP

669,954

Unique user

Confidential: Client use only

Data Range： 2022010-202211

Confidential: Client use only

Data Range： 2022010-202211

8717.14 119160 0.09%

266.5 499 23.45%

79.61 1328 1.88%

4416.92 198288 0.08%

76.26 2449 2.12%

263.7 509 25.93%

137.39 5649 0.44%

13720.82 1895185 0.06%

2633.44 4959 21.03%

111.39 3433 4.02%

OTT

购买

Conversion

SP

Conversion

Awareness

Consideration

SP 购买

Cost UV PR

OLV

Consideration

Conversion 购买

SP

Confidential: Client use only

Data Range： 2022010-202211

51757.07 4218398 0.19%

5766.46 180704 2.57%

2288.03 54387 1.99%

598.02 11635 4.37%

221.29 9761 0.31%

101.76 4279 0.42%

6101.51 10825 20.12%

598.02 11635 4.37%

12423.32 22876 20.40%

Cost UV PR

Consideration

Conversion

Conversion

购买

Conversion

Consideration

OLV

Consideration

Conversion

Conversion Consideration Conversion

SP Conversion

Firetablet

SP

Confidential: Client use only

Data Range： 2022010-202211

36344.08 1971698 1.51%

5903.51 191902 1.79%

2813.46 54349 4.39%

36.79 1776 0.23%

568.68 11102 3.59%

100.96 1181 1.10%

17902.82 30858 28.20%

200.37 3042 7.20%

16824.42 30024 30.40%

Conversion Consideration

Consideration

购买

Consideration

Conversion

OLV

Conversion

Consideration

SP Conversion

OTT

Consideration

Conversion Consideration Conversion

Cost UV PR

SP

Confidential: Client use only

Data Range： 2022010-202211

259960.8 484067 18.84%

30220.23 57320 19.39%

13480.96 23805 18.17%

1187.28 1154 38.73%

136426.4 231180 20.90%

Cost UV PR

Consideration

Consideration

购买

Consideration

Conversion

Conversion

SP

SP

Conversion

Marketing Funnel

from

awareness

awareness

awareness

awareness

consideration

consideration

consideration

conversion

conversion

sp

TTL

first_touch_campaign_type

awareness

awareness

awareness

awareness

awareness

awareness

awareness

awareness

consideration

consideration

consideration

consideration

consideration

Conversion

189.4K

Consideration

327K

SP

66.3K

Purchase

1436

Awareness

3.3M

9.9%

$0.14/Conversion

5.8%

$0.25/Conversion

2.0%

$0.77/Conversion

0.04%

Conversion

576K

Consideration

6.1M

SP

192K

Purchase

7,758

9.4%

$0.25/Conversion

3.1%

$0.78/Conversion

0.13%

Conversion

1.9M

SP

231.2K

Purchase

27,497

11.9%

$0.86/Conversion

1.41%

Confidential: Client use only

Data Range： 202207-202211

03

False Nail Glue

Nail Dryers

Nail Care Products

Purchasers

Eyeshadow

Combination Nail Base & Top

Coats

Nail Polish

Nail Art Glitters Eye Makeup

- 放眼亚马逊，探索当下有产品需求的消费者体量，看到品牌仍存的上层生意机会

当前人群标签前仍有巨大

的引流空间

Audience Cost TOP10 Daily Forecasted Reach Total cost Cumulative reach Reach rate

IM-Nail Polish 10M-12M 119328.51 7979925 66.50%

LS - Interested in Beauty Products - Eye Makeup 14M-16M 34108.26 2342198 14.64%

IM-Nail Dryers 1M-1.5M 32272.16 868984 57.93%

LS-Skin Protection 6M-7M 13950.31 725920 10.37%

IM-False Nail Glue 800K-900K 12521.55 71508 7.95%

LS-Nail Care Products Purchasers 12M-14M 12441.29 804371 5.75%

IM-Nail Art Glitters 800K-900K 12316.19 412138 45.79%

IM-Eye Makeup 16M-18M 11748.00 1555052 8.64%

IM-Combination Nail Base & Top Coats 500K-600K 11293.38 567980 94.66%

IM-Eyeshadow 5M-6M 9075.71 724787 12.08%

The unique devices reachable across all inventory types (e.g. display, video, and mobile). This is an estimate and is

not guaranteed. It will take at least 2 weeks for the reach to become available for new audiences.

Confidential: Client use only

Data Range： 202201-202212

- 放眼亚马逊，探索当下有产品需求的消费者体量，看到品牌仍存的上层生意机会

➢ Beauty领域子类目高CVR人群

加入测试

➢ 及后续对子类目（Eye makeup）

深入拓展，增加相关人群标签

Confidential: Client use only

Data Range： 2022010-202211

Category AMC Audience Label TOP20 reachUV CVR

Nails

IM - Nail Art Fimo 25550 4.98%

IM - Cuticle Care Products 70163 3.31%

IM - Nail Polish Curing Lamps 155582 3.12%

IM - Manicure & Pedicure Kits 59851 2.89%

Face Makeup

IM - Cosmetic Display Cases 106895 2.52%

IM - Face Makeup Brushes 35697 2.33%

IM - Makeup Bags & Cases 285629 2.30%

Lip Makeup IM - Lip Liners 27815 2.11%

IM - Lipsticks 129148 2.03%

Body Makeup

IM - Body Glitters 36301 2.80%

IM - Salon & Spa Equipment 73818 2.56%

IM - Foot Masks 18458 2.47%

Skincare & Personal Care

LS - Interested in Eye Treatment Creams 11795 2.50%

IM - Foot Care and Foot Health 41568 2.46%

IM - Bath Salts 14453 2.37%

LS - Interested in Lip Care Products 60924 2.36%

IM - Personal Cleansing Wipes 22133 2.33%

Jewelry & Accessories

IM - Jewelry Making Engraving Machines & Tools 17823 2.56%

IM - Women's Necklaces 140478 2.46%

IM - Women's Bracelets 100034 2.45%

*Data Source：AMC 202209-202211

Christmas limited

Equipment Set

Short Nails

Fake Nails

Nails Painting

⋮

Christmas

Limited

Nails

Painting

Fake Nails

Trends + 产品 + DIY视频/Unboxing

Buyer’s stories

Manicure Tips

*Data Source：AMC 202209-202211

Modelones 产品系列对比：质

地、优势、款式、适用指甲等

Dip Powder

Lasted: up to 4 weeks

Work with: activator

UV Light: No

Weak Nails: Works

Easy for nail design

产品：Gel polish/Dip Powder/新品

时长：15s & 30s 视频时长测试

节庆氛围：叠加节日外框VCB（OLV）

落地页：产品落地CP页尝试

人群：同一视频对应不同人群的效果

精简产品 vs. 原有的应有尽有

手图+产品 vs. 纯产品版

产品质地细节+产品 vs. 纯产品版

卖点突出slogan vs. 品牌性slogan

持续拓圈-Beauty子类目

Eye Make up 细化到眼妆产品线

图片素材尺寸限定、不同风格测试

视频素材对应人群、时长、节庆等测试

HP产品陈列改造

CP增加场景种草向内容&产品手册

Poly Gel & Dip Powder预算调整

人群

素材

旗舰店

产品

Thank You!

Contact Us:

+86 021 5295 5610

www.sparkxmarketing.com www.xtreammarketing.com

inquiries@sparkxmarketing.com

Room 212, U-CUBE Second Floor , OOCL Plaza, No. 841 Yan An Middle Road, Jingan District, Shanghai

预祝2023大卖！