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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
