How an industrial adhesive brand drove qualified traffic straight to its Amazon listing.
With DESSY's audience targeting and AI powered Media Planner, Loctite reached DIY users, tradespeople and industrial buyers across India and sent them directly to the product page - beating the client's own CTR goal by two-thirds, at a CPC well below alternative vendors.
Read the resultsA product with a very specific use case, and a very short path to purchase.
Industrial adhesive isn't a browsing purchase. People buy it when they have a job to do - a repair, a build, a fix on a worksite - and the buying audience spans DIY consumers, tradespeople, small workshops and industrial purchasers who don't look alike on paper and don't consume the same content.
The campaign also had a specific commercial objective. This wasn't awareness for its own sake: every impression needed to move someone toward a live Amazon.in listing where they could buy immediately. That made click quality more important than click volume, and made wasted reach directly expensive.
Loctite set a 0.30% CTR goal as the bar for success, and needed placements that could clear it against a niche, intent-driven audience.
From a niche buying audience to a live product page.
Define the buyer, not the category
Build audiences around DIY users, tradespeople and industrial buyers based on genuine purchase intent signals, rather than broad home-improvement or hardware interest segments.
Find inventory where intent lives
Surface the placements and environments this audience actually uses - separating supply that delivers curious clicks from supply that delivers people close to buying.
Route straight to purchase
Send traffic directly to the Amazon.in product listing, removing steps between the ad and the point of sale.
Optimise toward the client's own benchmark
Shift budget toward placements clearing the 0.30% CTR target and away from those inflating cost, driving CPC down while click quality held.
Goal beaten by two-thirds. Cost per click a fraction of the alternative.
new unique users reached
brand impressions delivered
CPC
CTR against a 0.30% goal
above the client's own CTR target
increase in CTR and landing page visits
lower CPC compared to other vendors