Amazon is, of course, the leading online sales marketplace, with more than half of all eCommerce sales completed on their site and app. It’s no surprise that many Amazon sellers take advantage of Amazon’s Sponsored Products, Brands and Display formats to lead customers shopping on Amazon to the buy box. But Amazon has a large offering of advertising opportunities on the open web as well.
What is Amazon DSP?
Amazon’s Demand Side Platform (Amazon DSP) is software that provides automated, centralized media buying from multiple sources including thousands of publisher partners and data exchanges in addition to Amazon’s own sites, apps, and devices.
Amazon leverages billions of first-party consumer insights to help advertisers reach consumers who are in-market for specific products. With this data, brands can deliver customers relevant ads in display, video and audio formats. And you don’t need to sell on Amazon to benefit from DSP ad placements. These ads can link to product detail pages on Amazon or on a brand’s own website.
Amazon DSP + MarinOne Reporting
With the addition of Amazon DSP, MarinOne customers now have a comprehensive suite of tools to activate and amplify their entire Amazon Advertising campaign portfolio. MarinOne’s advanced analytics tools provide advertisers with intelligent dashboards and customizable reports. Automated insights identify opportunities to improve performance, and alerts provide real-time updates on changes in activity.
MarinOne supports 140 DSP metrics including detailed page views and new to brand metrics. Advertisers can use marketplace signals to tie their DSP performance to reviews, ratings, inventory status, and price. And MarinOne never deletes data, allowing for simple year-over-year or quarter-over-quarter analysis.
Holistic View of Advertising Performance
In addition to viewing Amazon DSP results alongside Amazon Sponsored Products, Brands and Display Ads, MarinOne customers can also analyze paid search and social advertising as well as other marketplaces, retail media, and shopping campaigns, delivering a cross-publisher and cross-channel view of performance.
To start gaining the benefits of MarinOne reporting on your Amazon DSP account, reach out to your account manager or our sales team today.
Welcome to part three of our Amazon Prime Day 2021 three-part series.
In part one, Are you ready for Prime Day 2021?, we took a look at last year's performance, noted key deadlines for retailers, and highlighted some top-level levers to get the most out of Prime Day, before, during and after the event.
Prime Day starts today, so in part three we’ll talk through some of the strategies to keep the momentum going during the period after Prime Day (2+ weeks):
For at least 2 weeks after the 2 day Prime event, you should focus on reengaging with your Prime Day audiences that continue to visit Amazon to browse and shop products. During this time, consider promoting complementary products to your existing audiences and even reach new audiences who viewed your products but didn’t purchase them during Prime Day.
A lot of Brands decide to cut their spend significantly right after Prime Day has ended or even pause campaigns entirely, which is an oversight. Continuing to invest in a strategic approach is crucial. According to Amazon, it takes on average between 6 and 7 days before a shoppers initial browse on Amazon and making a purchase. In addition, a shopper makes 14 average detail page views before making a purchase. Because of this it's very likely that a shopper is still considering your brand/products, even after Prime Day, but has yet to convert - making the period after Prime Day the perfect time to re-engage with those audiences. Brands that continue to advertise after prime Day will remain at the forefront of shoppers’ minds, while those that don’t could lose the brand awareness that has been built during the lead up to Prime Day and the event itself.
Below we’ve put together some strategic opportunities to help Brand reap the rewards during the period after Prime Day;
Review Prime Day sales performance
Some of your products may have sold better than others during Prime Day. The differences between them may be as transparent as budget issues but it could also be as small as targeting the wrong keyword. Use this data to refine your ASINs and hopefully improve impressions and conversion rate during the period after Prime Day.
It is highly likely that shoppers saw your brand during Prime day via your Sponsored Ads campaigns and may be considering your products but have yet to convert. They need to be reengaged.
Focus on top selling products
Focus on increasing visibility in all stages of the funnel, especially on branded terms to help upsell your products
Increase budgets for your top-selling products to maintain higher spend levels and engage with shoppers looking for deals
Keep increased top of page bids for ASINs that helped to drive Prime Day sales
Re engage with new-to-brand shoppers
Review your new-to-brand performance. You might discover that a high number of new-to-brand shoppers ended up purchasing a particular product
Boost bids on Sponsored Brands ASINs that have the highest new-to-brand sales to drive loyalty
Create custom-built remarketing audiences in Sponsored Display based on new-to-brand engagement.
Create new Amazon audience campaign with top selling new-to-brand products and assign higher bids to help increase scale
Consider adding views remarketing segments to your ad groups in your new campaign(s) to manage efficiency in your NTB efforts. For example, you could create a custom-built category audience to remarket a top selling product to audiences who have previously viewed related detail pages of highly rated or Prime-eligible detail pages
Continue to offer deals
Following Prime Day, shoppers are still budget-conscious and want to find the best deals. Because of this, consider continuing to run deals, coupons, and promotions during the Prime Day lead out.
Products don’t have to be discounted as steeply as they were during Prime Day. But even smaller discounts could make a product more tempting to a shopper and will help to combat the slower nature of the first few weeks after Prime Day has ended.
Coupons are a great way to entice a shopper to purchase, as the coupons badge will appear on the ad in search results and product pages. These badges signal a good deal to shoppers and will help to improve your click-through-rate (CTR) and conversion rates.
If using coupons you have the choice of selecting a percent or monetary value coupon. Our recommendation is to use a monetary value. There’s nothing wrong with percent coupons, but how much is the actual discount? People don’t want to do this kind of math when they’re trying to decide if they even like the product or not.
Remarket to existing audiences
Re-engage customers who viewed your products but didn’t purchase your products during Prime Day
By adding audiences to your Sponsored Display ads, you can prioritise customers more likely to add your product to their cart
Use audience controls to customise campaigns based on key detail page attributes, such as product category and price range.
Co-sell and upsell with product targeting
Use Sponsored Display Product targeting to reach new or existing customers on any product detail page or category on Amazon – even outside of your own category. Reaching new customers outside of your category allows you to help inspire shoppers to consider products that might be relevant to them
Review Amazon’s Market Basket report, which shows the top 3 products most frequently purchased at the same time as the Brand Owner’s products - Use this data to create ads that show up in the “Sponsored Products Related to this Item” carousel on Amazon
Target detail pages for top selling competitor products that relate to your products. Review the Item Comparison Report which shows all the different ASINs that were viewed and compared against your ASIN. These are your competitors and provides you with an indication of which products you should target.
Play defensive and target closely related / complementary products in your own catalog to make sure shoppers who land on your product detail pages do not see competitor products
If you are interested in learning more, click here to connect with a sales representative or, if you’re an existing Marin customer, reach out to your Marin Customer Success Manager for more information.
Welcome to part two of our Amazon Prime Day 2021 three-part series. In part one, Are you ready for Prime Day 2021?, we took a look at last year's performance, noted key deadlines for retailers, and highlighted some top-level levers to get the most out of Prime Day, before, during and after the event.
Since our last blog, Amazon announced that Prime Day 2021 will kick off at midnight PDT (3 AM EDT) on June 21 and run through to the end of June 22.
There’s still some lead up time to the event, so in this blog we’ll expand upon the key levers and focus more on best practices and optimization techniques for promotional periods such as Prime Day:
Experiment with Sponsored Brands creatives
Create ads that showcase your top products and also products featuring deals.
Forgo generic ad copy and use custom headlines that relate to the products you are featuring and your audience strategy.
Try out new headlines and different collections of products to see which outperform the others.
Review new-to-brand metrics, which can help you to measure the number of first-time customers or total first-time sales your brand acquired.
Use Sponsored Display for the the lead up to Prime Day
Product targeting and audiences for Sponsored Display can help you to reach more audiences before the Prime Day event, and it will also help with brand awareness during the lead-up too.
Review new-to-brand metrics to help determine whether an ad-attributed purchase was made from an existing customer or one buying your brand’s product on Amazon for the first time.
Adjust budgets, add more ASINs, and broaden your reach prior to the Prime Day week. These three steps, according to Amazon, drove an average 3x sales lift and +45% better ROAS during Prime Day 2020.
Sponsored Display is a great way to reach shoppers at every stage of the shopping journey:
Awareness - Utilize category targeting, Amazon Audiences, and Views remarketing to grow the total audience of Amazon shoppers who are aware of your products.
Consideration - Utilize Views remarketing, Amazon Audiences, and product and category targeting to help maximize purchase intent by telling your brand's story.
Purchase - Utilize Views remarketing and Product targeting to help stay visible when shoppers are ready to buy.
Loyalty - Utilize Views remarketing and product targeting to drive repeat orders and engagement with your Amazon Stores.
Drive shoppers to your Amazon Store
Engage shoppers with curated pages that showcase your deals and top products
Use product detail page placements to showcase your brand to shoppers viewing related categories, and direct them to your store.
Sponsored Brands Store Spotlights let you feature Store pages in your creative, along with a customizable headline, sub-page image, and label (US Only).
If your SB campaign is targeting product keywords around products that are found in a specific page in your store, you should link directly to that specific page.
Creating separate campaigns for each keyword strategy will give you visibility into how each strategy performs. For example, if you’re targeting keywords that contain a competitor’s brand name, separate them into their own campaign to see how well you’re able to drive a competitor-related search to your Store.
According to Amazon, linking Sponsored Brand campaigns to a Store delivers +29% better return on ad spend when compared to linking to a product list page.
Schedule your Store updates
Scheduling enables you to build out Prime Day updates for your Store to showcase your promotions and offers ahead of the Prime Day event. Aim to have a Prime Day version of your store created by June 14.
Showcase deal ASINs in your Store, including on special deal pages. Leverage the Featured Deals Widget within Stores to showcase Prime Day-specific deals and discounted items or promotions - and choose between Lightning Deals (when available) and Deals by Category.
Drive discovery and engagement with Sponsored Brands video
Use Sponsored Brands video to stand out in desktop and mobile shopping results and help shoppers discover your brand and products as they shop on Amazon during the leadup to Prime Day.
According to Amazon, Sponsored Brands video campaigns have, on average, shown 127-267% higher CTR compared to product collection campaigns.
Keep your ads discoverable to shoppers
Boost your daily budget to help ensure that your ads serve throughout the Prime Day event. Amazon recommends a 200% increase on your average daily spend.
For the budget-conscious retailers, consider using Marin’s Amazon dayparting / ad scheduling solution where you'll be able to increase or decrease your keyword bids not just on a certain day, but also by a specific hour – as precisely as 15-minute increments. For example, if you know historically you saw a 20% increase in revenue/clicks between 1PM and 3PM, you can set a 20% boost to increase your bids during those specific hours.
Improve campaign performance
Pause low-performing campaigns, and consider moving the budget to high-performing campaigns
Use negative targeting to restrict how your ads appear, which is especially important for broad match keywords.
Consider using Marin’s machine learning bidding algorithm to help raise ACOS and improve ROAS Marin was able to increase exposure by 79% for Buyagift (a leading provider of gift experiences in the UK) by optimizing bids with our leading ad management platform. We were also able to increase click volume by 36%, with a 7.4% lower cost-per-click than before. The campaign grew awareness and engagement, and ultimately helped Buyagift boost revenue on Amazon by 17%. See the Amazon case study for more information.
Use Amazon Budget rules to automatically adjust budgets based upon performance or seasonality.
Use Product Targeting to increase your market share, defend your brand and drive more sales
Hijack the detail pages of competing high-performing products to increase your impression volume if you are trying to launch a product in a competitive space.
When targeting competitor products, make sure the product is a similar product to the one you are selling to make sure you have the best chance of a conversion to take place.
Consider targeting complementary products that go well with yours. For example, if you are selling a foundation makeup brush, place your product on the detail page of a liquid foundation for the face.
Defend your branded space by targeting your own products to combat the risk of a consumer navigating to your detail page and then clicking on a competitor’s ad.
Get on board with Amazon Attribution
Amazon Attribution provides visibility and insights into how non-Amazon digital marketing (search, social, display, video and email) impact shopping activity and sales on Amazon. Without the Marin + Amazon Attribution integration, you will not be able to connect the cost from a paid search or paid social click to a resulting Amazon conversion metric (such as page views, add to carts, and purchases).
Gain an accurate measure of your ROI by seeing cost and revenue data together.
Utilize Marin’s automated bidding against total revenue, including Amazon Attribution revenue data and event metrics.
According to a survey, 52% of shoppers are more likely to buy an unfamiliar brand on Amazon vs any other store.
Create Google Sitelinks with the messaging “Buy Now on Amazon” that take visitors directly to your Amazon Store, or an Instagram ad that takes visitors directly to the Amazon product detail page with an “Add to Cart” button.
AccuQuilt was able to increase revenue +213% while improving ad clicks by 154% and average order value by 17% using the Marin + Amazon Attribution Integration. See the case study for more information.
Bidding for success
Make sure that your bids are competitive, even after Prime Day has ended. Amazon’s research shows that it’s between 6 and 7 days from when a shopper browses to when they actually make a purchase, and an average shopper makes 14 detailed page views before making a purchase. With that in mind, there's ample opportunity to improve performance for the period after Prime Day has ended.
Take the strain out of manual bidding by using Marin’s machine learning bidding algorithm to automatically calculate bids based upon your targets and goals.
Use Marin’s automated bidding in conjunction with our Promotional Bid Modifier optimization. This automatically draws on your historic Prime Day performance data to optimize bids based on your promotional calendar. The algorithm uses your historic data to generate keyword-level boosts based on each keyword's performance during previous Prime Day promotions.
Use Amazon Dynamic Bids “up and down” - If a click is likely to convert, Amazon will raise your bid up to 100% for placements at the top of the first page of search results and up to 50% for all other placements. This is fully compatible and works in conjunction with Marin’s bidding algorithms.
It may seem like that’s a lot to take in, but as with any digital marketing activity there are numerous optimization strategies to help improve performance. The ones mentioned above are some of the key levers available to get you the best out of Prime Day 2021.
Look out for part three in our series, which highlights some of the strategies to keep the momentum going during the period after Prime Day. In the meantime, if you are interested in learning more, click here to connect with a sales representative or, if you’re an existing Marin customer, reach out to your Marin Customer Success Manager for more information.
It’s that time again. Over the past few years - typically around mid-July - Amazon has launched Prime Day for its Prime members to shop new deals and discounts. Although last year’s shopping event was delayed to October due to the ongoing coronavirus (COVID-19) pandemic, Amazon’s first quarter results call, the company announced that Prime Day will “take place later in the second quarter” of 2021, which means we’re likely to see Prime Day hit sometime in June.
The Prime Day page is up and reads “Prime Day is coming,” although as of this publication no “official” announcement has been made to confirm when Prime Day will actually take place in Q2. However, as the last shipping cut-off date and FBA inventory cut-off date is June 13th (shown below), we’re betting that Prime Day will take place sometime between June 14th and 27th.
Looking Back: Prime Day 2020
According to Amazon’s press release, and SimilarWeb’s research, Prime Day 2020 was a record-breaking event worldwide with an increase in sales of nearly 60% from the prior year and amazing deals across a variety of categories from small businesses to top brands. Some of the key takeaways from 2020 Prime Day are shown below:
These results represent a staggering growth opportunity for any retail company. So if the numbers above aren’t enough to persuade you to take part in Prime Day 2021, bringing with it the potential to reach a colossal number of shoppers, then what will?
Getting the most out of Prime Day
Although Prime Day is officially a one- to two-day event, retailers should consider the lead up to the event and also the period after to be just as important. You should consider separating your activity into three phases: before, during and after.
Prep for Prime Day - Key dates for retailers
MAY 20 - JUNE 13: Inbound shipping cutoff for vendors. Deal inventory must be in transit:
May 20: the United States and Canada
May 30: India
June 1: Australia and Mexico
June 6: the United Kingdom, Germany, France, Italy, Spain, the Netherlands, Turkey, the United Arab Emirates, and the Kingdom of Saudi Arabia
June 13: Japan
MAY 28 - Deadline to submit coupons in the United States, Canada, Mexico, France, Italy, Germany, Spain, the United Kingdom, Japan, the United Arab Emirates, the Kingdom of Saudi Arabia, and Australia.
MAY 30 - JUNE 13: FBA inventory cut-off date for sellers. Make sure your shipments arrive at Amazon well in advance of key shopping dates. Inventory should arrive at Amazon’s fulfillment centers by this date to ensure your products are available for customers during Prime Day:
May 30: India
May 31: the United States and Canada
June 1: Australia and Mexico
June 6: the United Kingdom, Germany, France, Italy, Spain, the Netherlands, and Turkey
June 7: the United Arab Emirates and the Kingdom of Saudi Arabia
June 13: Japan
In part two of our Amazon Prime Day 2021 blog series, we’ll go into greater detail about our recommendations and techniques to boost your Prime Day performance with key strategies to maximize returns.
In the meantime, if you are interested in learning more, click here to connect with a sales representative or, if you’re an existing Marin Software customer, reach out to your Marin Customer Success Manager for additional information.
Sponsored Brands video is a relatively new ad format from Amazon that can display an eye-catching video alongside the ad on the Home Page, Detail Page and Search Results Page on Amazon, across desktop, mobile and tablet devices. What’s great is that these ads will automatically play when the video is at least 50% visible on screen then pause if the video is scrolled out of view.
How difficult are they to set up?
Sponsored Brands video ads include the advertiser’s brand logo, a text headline, and a call-to-action link alongside the video player as default and do not require creative design support from Amazon Advertising. Plus, thanks to the standardized mute function, the annoyance level of Sponsored Brands video ads is very low.
The product image and associated information (title, price, review count, star rating and Prime eligibility) are automatically displayed, so the only step to be taken is having the video content created for the brand or product in question. However, once the video is available, the process is simple and the ad can be created in a matter of minutes. As with any video ad, certain guidelines must be met, which can be found on Amazon’s website here.
Why should I put in the effort?
Ask yourself the following questions;
Do I want to reach incremental shoppers and boost sales?
Would I be more likely to stop and take notice of a moving image rather than a static one?
Do I want to show off a new product or strengthen a top seller with impactful visuals that tell a story?
If you answered yes to any or all of the above then it's a no-brainer--you should unquestionably take advantage of this valuable opportunity to increase your exposure on Amazon.
Top tips for your Sponsored Brands video ads
Don’t start the video with an empty frame, feature the product prominently within the first second
Keep it brief - Aim to have a video length of 15-30 seconds to relay your message
Videos should work without sound - Remember, the majority of viewers won’t have their sound turned on, so make use of subtitles
If appropriate, ensure that on-screen text / subtitles / captions can easily be seen and read across all devices. Amazon recommends “using Helvetica or a similar san-serif font at a minimum size of 80 px”
Add a logo at the beginning and end of your video to remind the viewer who you are
Consider using a custom background image behind the video player to stand out even more
Include a call to action (CTA) within your video that’s punchy and precise, i.e. ‘Learn More’ or ‘See Details’
A/B test your landing pages to understand your best performers. Customers can be sent to an Amazon Store Page, Product Listing Page or Category Page
Time is of the essence, so forgo the whimsy fade-ins and lengthy introductions, and keep the video brief and straight to the point. Customers need to know what you’re selling straight off the bat
If using music in your video, keep in mind your audience and don’t use a soundtrack that's annoying or loud
If your goal is consideration or purchase, focus on what makes your product unique and why customers should buy it over your competitors
If your goal is brand awareness, focus on building a connection between your potential customer and the product you’re trying to sell
How can Marin help?
Marin is here to support our eCommerce customers in any way possible. Amazon Sponsored Brands video is just one of the many ad types supported in MarinOne, giving our customers the opportunity to use our award winning, robust AI-powered bidding solution for Amazon video ads. Below are some additional advantages of using Marin to manage your Amazon sponsored ads:
Complete visibility of all settings and performance metrics across all levels: Campaign, Group, Keyword and Ad
Marin keeps all historical performance data whereas the Amazon console makes only the most recent 90 days available
Use Marin’s Bidding for enhanced long-tail keyword targeting results with progressive lookback modeling
Combine AI with inventory signals and contextual modifiers
Have visibility into attributes, including Image, Price, Rating, Reviews and Availability
Marin’s Keyword Expansion tool allows you to quickly and easily add search terms as new keywords or negative keywords for your Amazon activity, as well as the ability to see conversion and revenue data for each search rerm
Link conversions and revenue driven on Amazon with your Google, Bing, Pinterest, LinkedIn, Verizon Media and Facebook spend using Marin’s Amazon Attribution solution
Improve performance and combat wasted spend by adjusting bids by day-of-week and hour-of-day using Marin’s Ad Scheduling (Day-Parting) Tool
Isolate underperforming keywords and ASINs using advanced filters
Maximize growth opportunities with budget planning and predictive intelligence
To learn more about Amazon Sponsored Brands video and beyond, reach out to your Marin Customer Success Manager or click here to schedule a conversation.