Amazon Ads News

From Década we have made a compilation of the most relevant Amazon Ads news in recent months, in this article we present them to you and we will go into detail to see them from the hand of advertising experts.

Raw and invalid traffic report is now available in the Amazon Ads console reporting center (09/30/2022)

Amazon Ads has published a very interesting new report with a view to filtering the quality of traffic received through campaigns to protect advertiser spending, which can be found in the reporting center of the advertising console.

“The Raw and Invalid Traffic Metrics (IVT) report provides Sponsored Products, Sponsored Brands, and Sponsored Display advertisers with transparent insight into the nature of their campaign traffic.” Source: advertising.amazon.com

“Invalid Traffic (IVT) is any potentially fraudulent, inadvertent, non-human, duplicate, or other non-legitimate traffic. Traffic is defined as events such as impressions and clicks. Amazon Ads traffic quality systems employ various invalid traffic filtering mechanisms that are always on, free of charge. These systems scan every click and impression to address a variety of invalid traffic scenarios, from general to sophisticated, in accordance with industry standards.” Source: advertising.amazon.com

This report can be created and downloaded to view metrics such as gross impressions, invalid impressions, invalid impression rate, gross clicks, invalid clicks, and invalid click rate metrics.

This feature is available in the following markets:

North America: United States, Canada and Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, the Netherlands, the United Kingdom, Sweden, Poland and Turkey
Middle East: Saudi Arabia and United Arab Emirates
Asia Pacific: Australia, India, Japan and Singapore

Sponsored Products Launches Expanded Product Targeting (10/26/2022)

Until now, it was only possible to segment by products as it is now called in an “exact” way, this meant that you were going to show yourself solely and exclusively for that specific ASIN. From now on, the new “expanded” segmentation is incorporated, which in some way is still like an automatic campaign, since you will not only show up for that product but also for directly related products.

So now you have to be careful and also look at this factor, because before as the default segmentation it was the “exact” one since it was the only one existing, but now the default when you segment is the “extended” one, although there is a box where You can change it or mark both segmentations.

So, from now on you have to be very clear about what strategy you want to follow with these segmentation options, depending on the phase of your account. As previously mentioned, “expanded” targeting is still a new way to automatically target related products, and we know that these campaigns are useful for new brands or brands in the process of positioning and gaining sales, in order to have great visibility. although without focusing on profitability, and also in the discovery stage to find out which segmentation works and export it to “exact”.

Otherwise, if you are a consolidated brand and you already know exactly which specific products you can steal sales from, Década would not recommend using this type of segmentation, but betting on the “exact” one, where you directly attack the ASIN and do not invest more than necessary.

According to Amazon, they explain it this way: “Extended product targeting allows advertisers to automatically target products similar to their individual targeted product. Extended product targeting allows advertisers to target their preferred products and reach related products at the same time with a single click. Extended products are dynamically updated and chosen to offer similar performance to the individual segmented product. Using expanded product targeting will help advertisers discover other targeted products and benefit from a view of the ever-changing landscape. Since shoppers interact with these related items together, segmenting them together can help you engage with shoppers more closely during their checkout journey. Extended product targeting can help advertisers achieve their goals without constant selection of targeted products, which is intended to simplify campaign management and optimization.”

Impression forecasting with Sponsored Display is now available (11/21/2022)

This new update is very useful to help forecast impressions for Sponsored Display campaigns with contextual targeting and for Amazon audiences.

This data is interesting to know the minimum and maximum range of impression inventory available for a selected set of advertised products, the type of optimization, the targeting and the bid values. Therefore, to understand it better, the algorithm itself will calculate the expected reach in the segmentation chosen for the launch of Sponsored Display campaigns.

In this way you can know what volume of impressions each segmentation can generate and foresee the necessary investment according to the set bid, this is important in order to establish a campaign strategy. The more reach you have planned, the more investment will be necessary and, surely, the lower the conversion, since it is very difficult to keep this ratio constant with more reach, although in order to carry out a brand awareness strategy it is important to have reach to increase the visibility and impact the widest possible public.

If we want to focus on profitability and conversion, we have to aim for a more niche reach for our products where impressions are more filtered and this will make us attract relevant traffic and purchase potential.

Amazon says, “Forecasting helps advertisers discover bid to break even, which helps them better understand the impact of their choices during campaign creation. This will help advertisers build effective campaigns, understand scale by experimenting with campaign settings, and predict the outcome of an investment before starting.”