Amazon launches VCPM as a new cost model. Views per thousand impressions or VCPM is available under Sponsored Display when you choose - optimize for viewable impressions. With VCPM, your ads are charged for viewable impressions (50% ad viewable for at least 1 second) and not clicks. You can measure the new cost type campaign performance through 2 new KPIs available - "viewable impressions" and "vcpm". [Learn more].
More data points available to measure user engagement with SB video ads. Amazon has introduced 11 new metrics in the SB video campaign report. These include viewable impressions, view-through-rate(VTR), cost-per-view(CPV), 5 second view rate and unmutes. Here's a list of all the 11 metrics available.
Keyword translation made super easy by Amazon Ads. A new translate option on the UI makes it possible to enter keywords list in English on EU MPs, translate them into the MP language and simply add them to the list. Here's a quick demo video.
"Request moderation" option is now available within creative assets. This new feature enables requesting moderation for all assets (except videos) individually or in bulk. One approved, new campaigns using the assets will be able to go live more quickly. [Learn more].
Amazon have added a new Audience strategy 'Purchase Remarketing'. The purchases remarketing strategy enables you to engage audiences based on their historical purchase behaviors during a specified lookback window. It can help you achieve different campaign objectives, including to drive repeat purchases and build customer loyalty, cross-sell to existing customers, and reach new audiences. [Learn more].
If you have more than 25-40 keywords inside a campaign, you are possibly limiting their reach. With a recent experiment, we see how splitting a campaign's keyword list helped generate additional 15k impressions, 12 orders at 28% ACOS. [Learn more].
Amazon have launched the creative service option for all adevertisers. We can access this service from the advertising console to create a video and store pages for your products. It's a pay and use service. We believe it will help streamline creative assets. [Learn more].
Amazon introduces brand metrics. This new tab within the advertising console provides useful insights on how your brand engages with shoppers over time and compares to peers, past retail data to quantify the value of shopper engagements on their path to purchase, and, category insights on new-to-brand customers.
Amazon Attribution available for all the Brands via Amazon Ads console. It will help set up Amazon Attribution measurement for your non-Amazon campaigns across channels such as email, social media, paid search, display, influencer and affiliate marketing, and owned tactics that link to Amazon (e.g., brand website, blog posts). [Learn more].
We tried the new SD "optimize for viewable impressions" strategy. We targeted both - audiences and products. Key findings include - less than 5% ACOS, 27% increase in monthly PPC revenue, 12% dip in organic revenue, and conversion rates of 34.7% (AT) and 100% (PT). [Learn more].