Pt1: Amazon PPC Year In Review (And Changes For 2019)

Brian Johnson and Liz Adamson join to run through the Amazon PPC end of Q4 and progress on Amazon going into 2019 and migrations to new ad platform tactics

  • Acronym Hell for Sellers this year in PPC as names and platform migrated
  • AAP is now DSP which is now Display Side Platform
  • Product Display Ads moved into Seller Central

Is AMS now the poor cousin and the scorned child?

  • Yes and No
  • Because AMS is so bad at API and Data Feed/Reporting – Seller Central is much easier to use from a reporting standpoint
  • The few additional AMS features are not out-weighing the convenience of Seller Central
  • They keep adding more into Seller Central that it’s more and more convenient

PPC Platform Migration

  • Started migrating after headline search ads moved
  • The AMS platform has a larger inventory of ads space than seller central’s platform so can be advantageous to stay
  • Seen better success with headline search ads on AMS
  • The product display ads will be going away completely on AMS and be replaced by sponsored product new targeting opportunities
  • Will Amazon completely merge AMS and Seller Central – will be interesting to this development
  • Brian is still heavy in AMS currently and not migrated over to Seller Central yet
  • Some accounts running large campaigns in both sides currently
  • AMS seems to get better results currently
  • Don’t want to give up what’s working in AMS at this point
  • Campaign history data is still valuable there
  • And you’re having to teach the algorithm again in the new platform

Amazon PPC Benchmarks

  • Brian has set goals to achieve for sales and profitability for an account
  • Uses Pareto to focus which campaigns, keywords to focus on or abandon
  • Is the objective profitability or sales and this will drive the tactics
  • Using experience to make judgements on keywords for Amazon PPC sponsored ads
  • Sponsored products is where Brian does a lot of testing and research as the feedback is better with search-term level info
  • 70% comes from Sponsored product ads and 25% to Sponsored Brand ads depending on the type of product it is
  • Remainder into Product Display type targeting

Auto-Match Types

  • Brian is not finding like new targeting
  • Just insights onto the close-match / loose-match targeting
  • They were already doing this with campaigns but it just wasn’t visible to Sellers
  • The competition is evolving on these automatic ads
  • The lack of API support in making this available outside Seller Central has been limiting to use software to help automate it
  • Having to do it manually through bulk-operations at this point

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