?? PPC News: Amazon Ads (W20)

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Amazon Ads

[Issue No. 110 - May 13th to May 19th]

Amazon Upfront 2024 revealed new Prime Video content.

Amazon has debuted in advertising, blending data-led pitches with star-studded glamour. The upfront presentation highlighted its content portfolio, including new series like 'Noir.' and a documentary on Roger Federer, Federer: Twelve Final Days, which premieres on June 20 and more.

Amazon emphasized the company's dual role as an entertainment and e-commerce platform. Amazon Ads invests heavily in diverse content to increase Prime subscriptions and ad placements.

Alan Moss , Global Ad Sales, emphasized the importance of opening advertising to non-Amazon sellers, and stressed that Amazon will offer a:

"Full-funnel advertising at scale for everyone."

Amazon has invested $45 million in video content and praised its campaign control. Almost half of Amazon Prime viewers exclusively use the platform, highlighting its advertising potential.

Also, Amazon, Twitch, and Fortnite are developing in-game ads.

Despite receiving mixed reviews, the platform engages 175 million users, and t Amazon's advertising division saw a 24% year-over-year increase in Q1 revenue, reaching $11.6 billion.

?? 1st Contributors: Joe Shelerud , Navah Hopkins , Jeffrey Cohen

[Learn more on Swipe Insights]

Amazon Ads

Amazon Marketing Cloud (AMC) has introduced NCS CPG Insights Stream, a new feature that tracks offline transaction signals across US households. This paid feature helps AMC customers gauge the impact of their advertising on offline sales and identify different purchasing patterns. Advertisers can subscribe to product categories of interest and receive ready-to-query transaction signals without additional preparation.

Brand-tailored promotions now target new audiences: Declining Promising and Declining Top-Tier Customers. The goal is to convert Promising customers into loyal customers through marketing engagement.

Brand-tailored promotions have introduced new target audiences:

• Declining Promising: Customers from your brand's Promising audience are anticipated to spend less with your brand in the upcoming year.
• Declining Top Tier: Customers from your brand's Top-Tier audience are expected to spend less with your brand in the forthcoming year.
• Promising: These customers have recently purchased, bought occasionally, and spent above average. To transform them into Loyal customers, stimulate purchases through marketing engagement.

?? 1st Contributors: Daniel Tejada ?? / Prem Gupta

Amazon's sponsored brand campaigns now allow advertisers to change their landing page dynamically, even after the campaign launch. This gives more flexibility and control over campaigns, enabling tweaks for better conversion rates on the fly. Viewing the current landing page directly from the ad group level simplifies optimization. You can update their campaigns before Prime Day.

?? 1st Contributor: Akash Sarkar

Amazon has introduced a new feature in its DSP's Standard Display creative settings. This feature allows users to compare creative sizes and supply sources, providing insights into which sizes perform best on specific supplies.

The data obtained can guide the creation of creatives based on performance and supply availability across different channels. The goal is to refine and target creatives more effectively at the audience or supply side level, thereby improving ad efficiency.

?? 1st Contributor: Daniel Tejada ??

Sponsored TV has introduced 6 new metrics to improve ad performance analysis and strategy optimization. These include:

- Add to Cart

- Add to Cart from Clicks

- Add to Cart from Views

- Detail Page Views (New to Brand)

- Detail Page Views from Clicks (NTB)

- Detail Page Views from Views (NTB)

?? 1st Contributor: Prem Gupta

The campaign setup now incorporates a quality check note for new product listings. This feature indicates if the product listing quality meets the standard for ads to generate impressions and clicks.

This immediate feedback allows advertisers to make necessary adjustments during setup, eliminating the need for later troubleshooting.

The quality check note emphasizes the significance of listing quality, which includes high-quality images, optimized titles and bullet points, and A+ standards, in enhancing ad performance.

?? 1st Contributor: Himanshu Verma

New version 3 reporting endpoints for Sponsored Display have been released, leading to the deprecation of version 2, which will be shut off on October 31, 2024. All version 2 report types can now be accessed via version 3 endpoints with the subject 'SD reports v2 deprecation' by August 31, 2024.

Amazon

Amazon AI will answer product-related queries on the product detail page in real-time. The AI uses an LLM model to analyze listing content, customer reviews, previous Q&As, and web info about the product and brand to provide answers in the Q&A section.

?? 1st Contributor: Vanessa Hung

Amazon Sellers now can swap the SKU on Subscribe & Save (S&S). This feature is handy when sellers run out of stock or encounter a bugged SKU that needs to be duplicated. The significant advantage is that subscriptions will not deactivate if SKUs are swapped, ensuring continuous customer service.

?? 1st Contributor: Steven Pope

Amazon displays customer ratings directly below the product bullet points. This allows potential buyers to quickly gauge public opinion before deciding to purchase. A convenient link is also provided to direct users to the reviews section. This update is especially advantageous for highly-rated products, potentially boosting their sales.

?? 1st Contributor: Snehil S.

Amazon shows a '+' sign on the product listings' main image on the mobile app, revealing 14 similar items. This affects both advertised and non-advertised listings. The feature underlines the need for an appealing main image to attract shoppers and possibly divert clicks from competitors. The effect on paid product placements is still being determined. It's a chance for defence and conquest strategies, promoting traffic optimization.

?? 1st Contributor: Noemi Bolojan

Amazon Marketing Stream offers accurate data with minimal load on data pipelines and decreases system workload through 'sales attribution'. It sends real-time messages attributing sales to the time of the last click, eliminating the need for daily report requests. This method is more efficient and reduces pipeline load compared to pulling prior 60-day data daily. The Amazon Ads team has recently upgraded the Marketing Stream.

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