?? PPC News: Amazon Ads (W16)
??? Yoann Ferrand
???? ???? Senior PPC Manager | Named one of the Top 100 Most Influential?PPCer | Empowering you towards digital maturity.
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Amazon Ads
[Issue No. 106 - April 15th to 21st]
Sponsored Brands now offer two new goals: 'Acquire New Customers' and 'Drive Ad Views'. The 'Acquire New Customers' goal is designed to increase sales from customers who last bought a brand product over a year ago and is measured by the newToBrandPurchases metric. On the other hand, the 'Drive Ad Views' goal aims to engage audiences and is measured by the viewableImpressions metric.
These features are currently in preview mode, and advertisers can set cost controls to stay within budget.
Expert Perspective:
This is a significant advancement for creating marketing campaigns that focus on new customer acquisition rather than retention. It is particularly interesting for brands as they typically have products that act as gateways into their full product portfolio. Once a customer has made a first purchase, brands can then try to upsell other products and services to increase their lifetime value and brand retention. With this new goal, advertisers can create specific campaigns that target new customers and showcase their best products to start the customer's journey with the brand.
?? 1st Contributor: Alexander Swade
Amazon has added an AI-powered Image Generator to its Creative tool menu, which can create customized images for any product quickly.
?? 1st Contributor: Prem Gupta
You can now apply a premium to set a higher Cost Per Click (CPC) for Rest of Search (ROS) ad placements compared to Top of Search (TOS) placements. This will help you optimize your ad campaigns by adjusting base bids and using placement multipliers on better-performing placements.
?? 1st Contributor: Himanshu Verma
A new update has been added to Sponsored Display Campaigns, which enables users to add negative product targeting. This update, rolled out a few weeks ago, is a significant shift in ad management. With this feature, users can now identify non-performing ASINs (Amazon Standard Identification Numbers) and add them as negatives at the ad group level.
It is possible to exclude individual ASINs or a brand's product line. However, this feature cannot be used for vCPM campaigns.
?? 1st Contributor: Elizabeth Greene
Amazon has introduced a new feature on its product listings that displays a Recommended badge in the Fulfillment Channel field. This badge indicates that the product is suitable for Fulfillment by Amazon (FBA) and is designed to provide sellers with insights on how FBA can improve their product's performance.
Sellers can check the Opportunities section in their Inventory to find recommendations for existing products. However, sellers must meet certain requirements, such as having a good standing account, not selling novelty or dangerous products, and having sold at least one product in the past year if they've been selling for a year.
?? 1st Contributor: Pratyay Amrit
The Fulfillment Insight Dashboard now has new personalized recommendations to improve delivery performance.
The targeted suggestions are for seller-fulfilled, non-Prime orders and focus on improving handling time and delivery rate. Sellers can check the Opportunities section in their Inventory to find recommendations for existing products. However, sellers must meet specific requirements, such as having a good standing account, not selling novelty or dangerous products, and having sold at least one product in the past year if they've been selling for a year.
?? 1st Contributor: Pratyay Amrit
Amazon Sellers
The Seller Central Homepage has been updated to offer a concise overview of critical business metrics. These metrics include sales trends, open orders, global promotions sales, ad metrics, account health, and Featured Offer/Buybox %.
The update aims to streamline the monitoring of essential business areas and ensure they are addressed.
?? 1st Contributor: Himanshu Verma
Amazon has launched a new pilot program called the "Quantity Discounts" program in the US. This program provides savings to customers who buy multiple units of an FBA product in one order. Amazon subsidizes the discounts, and the program lasts for four weeks.
Qualified sellers are automatically enrolled in the program, and Amazon selects the products that receive the discount. Sellers can opt out of the program at the account level by contacting Selling Partner Support.
?? 1st Contributor: Vanessa Hung
Amazon has upgraded its Add Products listing tool to allow sellers to add up to 500 offers at once, along with the ability to run bulk searches for products. Previously, sellers could only search for a single product using identifiers. The options include searching for up to 20 products and adding information such as price and quantity in the Seller Central or searching for up to 500 products and generating a pre-filled Excel template for quick listing using Bulk uploads.
?? 1st Contributor: Prem Gupta
Tests Spotted in the Wild
Amazon is testing a new ad format on the product detail page. The ad resembles a flashing skyscraper and cycles through thinkings and deals-related information three times. The test is being conducted in multiple markets.
?? 1st Contributor: Prem Gupta
?? Marketing Industry
Walmart has announced the launch of Walmart Luminate Insights Activation, a self-service tool that combines Walmart Connect and Luminate products. The tool is designed to help suppliers plan for customer needs by using advanced targeting with Luminate's insights. By linking insights on inventory and store events across physical and digital platforms, the tool will be available by the end of the year, before the holiday season.
Amazon Live has launched a new interactive and free ad-supported (FAST) Channel, now available on Freevee, Prime Video, Fire TV, and Amazon.com/live .
This new channel allows customers to shop for their favorite brands, celebrities, and creators. The "shop the show" technology is also included, which makes browsing and shopping a seamless experience when using a mobile device.
Amazon Music has launched a new AI-based playlist generator called 'Maestro', which is currently in beta testing. The service allows selected U.S. customers to create customized playlists using prompts.
The feature is accessible on iOS and Android devices for all Amazon Music customers, including Free, Prime, and Unlimited subscribers. Amazon Music Unlimited subscribers can listen to and save playlists instantly, while others can preview them before saving them.
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6 个月??? Yoann FERRAND Thanks for keeping us updated on the latest developments in the Amazon Ads world! Your comprehensive summary is invaluable for staying ahead of the curve. Excited to join the PPC News Community and dive deeper into PPC analysis with like-minded enthusiasts! ????
???? ???? Senior PPC Manager | Named one of the Top 100 Most Influential?PPCer | Empowering you towards digital maturity.
7 个月We'd like to give a special shoutout to our Amazon Ads contributors, Prem Gupta, Vanessa Hung Himanshu Verma, Pratyay A., Elizabeth Greene, Alexander Swade Feel free to add your perspective, share your thoughts, and offer your expertise. You are also welcome to request an update on this piece, including correcting or adding a new update.