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Danny, Brian Johnson and Liz Adamson return for part 2 of the Amazon PPC roundup for the year and predictions or wishlists for Amazon in 2019 and beyond with Storefront Insights and Automation making the grade
Predictions for 2019
- Still waiting for Amazon to bring out day-parting to help people with budgets
- Better support on API side for data accuracy would be great
- Seller Central with sponsored ads and sponsored brand ads and portfolios feature helps agencies now
- New automatic features for close/loose match as API gets better with better analytics we’ll see better split-testing with these to identify better methods over time
- Invest in process, team and technology to get more data than is available on Amazon
- Understanding the difference between bids and positions and different times of day to break down that relationship
- There’s so much missing and the more info you can get your hands on in a competitive environment the better
- Finding ways to better leverage the data to enable better decisions to be made
Storefront Insights
- Seeing more around ‘Store front Insights’ where a lot more data is becoming available and searching through to look for patterns
- Now we have to have a whole research team to build that competitive edge
- There is no point in collecting all the data but unless you can analyse the data and do something with it then it’s useless
Advertising like Google
- See advertising changes continue and get closer to the capabilities of FB and Google in terms of targeting – Amazon looking to close that gap in capability
- Looking for Amazon to bring in DSP/AAP off-platform re-targeting and re-marketing capabilities to grow for smaller brands and sellers to be able to leverage this marketing
- They want to grow that platform to generate more revenue for themselves
- Warning to Sellers to understand how to test these new capabilities without wasting your ad dollars
- Know your advertising goals and objectives
- Be aware of when to turn on and off keywords for raising awareness or for increasing sales for products
- Liz is watching ‘Storefronts’ and the ‘Amazon Attribution’ beta to help track more traffic coming into Amazon from FB and Google ads
Click-fraud on Amazon PPC
- Improvement on click-fraud
- Through our regular optimisation maintenance we’re checking for click fraud
- Not a big concern
- More concerned about Amazon’s progressive restrictions on sponsored brand ads
- Amazon do refund this click-fraud problem if there’s proof of unusual activity
- The rise of black hat this year is a leading indicator that there’ll be more of a market for click fraud in 2019
Content restrictions
- More restrictions are being used by Amazon (i.e. things like weight-loss claims) for FDA claims in Amazon PPC ads
- Ads that might be borderline health benefits (i.e. weight loss, hair growth, anxiety) are being targeted
- Some product pages have been taken down for this
- Amazon are placing restrictions on how soon you can run ads leading up to events (Halloween, Prime Day, etc)
- Amazon is focusing Sellers minds on who their target audience is
Automation
- Automation has grown this year but the expectation is that it’s plug&play and it’s not
- You can’t remove the Human from the process at this stage
- There’s too much confidence in just handing over to a bot and it’ll run wonderfully
- You need to understand and know the process and levers to pull
Contact
- canopy.management – will open again in 2019
- AmazonPPCTroubleshooting on FB
- egility.co
- liz@egility.co
