Additional placements for video ads on product detail page. Amazon has recently added additional placements for sponsored brands video ads on product detail pages. This makes your product videos more important than before. Here are top 3 reasons why.
“In stock in x days" can badly hit your ROAS. Amazon automatically pauses advertising if you’re OOS, because no conversion can happen. However, if your detail page states “in stock in x days” then Amazon allow the ads to continue running. Your conversion is going to be much lower though, so you’ll see a hit on your ROAS. These steps will help.
Amazon Poland ads pending. On a handful of accounts we manage campaigns across all of the EU, but we are still eagerly awaiting the introduction of Poland to that mix. Rest assured we’ll be jumping on it as CPC’s are always the lowest on day one.
Category benchmark reports. Compare your SB ads against competition in your category/sub-category. Sponsored Brands Category benchmark is a new addition to the Sponsored Brands reporting that essentially provides valuable insight into performance when compared to competition (top 25%, median and bottom 25%) impressions, CTR, ACOS(%) and ROAS in the category and/or subcategory. This new report is now available under the advertising reports.
New sponsored products "search terms impression share" report. In addition to the customer search terms and performance metrics (impressions, clicks, ACOS...), the newly added impressions share report shows "Search Term Impression Rank", "Search Term Impression Share(%)" and "Product Conversion" to help make more informed advertising decisions. More details here.
New sponsored products “Budget” report. Another addition to the Sponsored Products reports isthe Budget report that shows how your campaign performance may be impacted when your campaigns are out of budget. You can check out this post for more details.
Amazon kills some landing pages from June 30. From June 30 (2021) sponsored brands campaigns will support only the following landing pages: store, product list page, display campaign landing page types and browse pages. Existing campaigns with landing pages will automatically be converted to a product list page, whereas, campaigns using other types of custom landing pages will be paused. Advertisers will then need to recreate these campaigns using a product list page or store page.
You can now launch all your automatic campaigns across EU5 in one click. Amazon Advertising now has a new feature that helps launch automatic campaigns simultaneously in all EU5 Marketplaces at the same time. A great time saver that also ensures strategies are aligned across markets. The option is now available on the UI while setting up the automatic targeting campaigns.
New bid optimisation feature. This is a sponsored display ad type option. It allows optimizing the bids based on your campaign’s goals/focus area – page visits or conversions. The option is available (on the same UI) as you set up your new SD campaign. However, we recommend keeping an eye on the bids when starting out since the option tends to increase your defined bids (for optimization) significantly. We are currently testing this new feature across accounts and product categories, and will be back with more insights.
Former PDA (now Sponsored Display) ads getting deprecated. From June 10, Amazon has started deprecating old PDA campaigns and they will not display the impression numbers. Instead, we now have a more advanced sponsored display ad type (new formats and targeting). To switch to the new sponsored display ad type, you can simply put a filter on campaign type selecting ‘legacy sponsored display’ and copy to set up a new sponsored display ad version.