Pt2: Amazon PPC Year In Review (And Changes For 2019)


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

Don't Leave Money On The Table...

 Use The Same PPC Hacks On Your Amazon Campaigns!

You have Successfully Subscribed!

Share This
%d bloggers like this: