As you may remember, I’ve been experiencing computer trouble for the past week, so I’ve been using Electra’s computer. The first time I tried to log in, I was stunned to see a new login screen asking me to specify what kind of Advertising I was interested in:
This was the first I realized Amazon has retired three of its ad services and products as well. The move looks like a response to Google’s move earlier this year which saw the search engine giant dropping many of its advertising brands. Despite becoming America’s second $1 trillion company, Amazon’s marketing and advertising division still lag behind its two direct competitors: Google and Facebook Ads.
The All-new Amazon Advertising Department
In an announcement made last week, as reported by The Passive Guy, Amazon SVP Paul Kotas introduced the all-new Amazon Advertising department. Amazon will be retiring three of the company’s most popular marketing platforms: Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP).
We’ve unified our product offerings under the name ‘Amazon Advertising.’ This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers who use our products to help grow their business.
The company will phase out the three previous platforms – AMG, AMS, and AAP – in the next couple of months.
Under Amazon Advertising, the company hopes to eliminate the confusion caused by the number of ad products and platforms they have built these past years as the digital marketing space flourished. Apparently, these multiple marketing services and products have left some marketers and business owners baffled on what product to use.
What Amazon Advertising Offers
Here is a simplified portfolio of Amazon Advertising services:
- Sponsored Products and Sponsored Brands that will enable advertisers and marketers to promote their products or brand by making it easier for customers to search and purchase products in Amazon.
- Display ads will help advertisers reach relevant audiences on Amazon, third-party sites, and apps with the aid of customizable brand or e-commerce creatives and actionable insights. This will enable advertisers to optimize their ads further to achieve various objectives. The Product Display Ads will also be available to advertisers that sell products on Amazon, helping them drive traffic to their product detail pages.
- Video ads will allow advertisers to narrate their brand story and get better customer engagements in brand-safe environments through trusted channels like Amazon and IMDb, on exclusive Amazon devices such as Fire TV or Fire tablet, and across third-party sites and apps.
- Stores enable vendors and sellers to develop their own website that will have its own branded URL on Amazon. With a Store, vendors and sellers will be able to showcase a brand story and product portfolio in a curated customer destination.
- Measurement solutions which include campaign reporting, retail insights, and third-party reporting, will help businesses understand advertising’s impact on shopper behavior—whether they run on Amazon or third-party sites and apps—so they can optimize marketing strategies to achieve results.
- Amazon DSP is a demand-side platform that allows advertisers to programmatically reach their audiences both on Amazon sites and apps as well as through direct publisher relationships and third-party exchanges. Advertisers can manage, optimize, and report on their programmatic display and video campaigns through the Amazon DSP console.
What It Means For You
Well, for one thing you’ll need to log into the new platform.
But the main change is the availability of some nifty new tricks, especially when you combine them with the fantastic Machete App. I will describe Machete, an
AMS Amazon Advertising add-on, in an upcoming post but here are two new tools that can do wonders for your sales:
1. Bid Optimizer
Bid Optimizer is a game changer. Offered by the Machete App, it adds the ability to tweak your keywords in a way that lets you optimizing them automatically for your Target ACoS (Average Cost of Sale, i.e. how much it costs you to make a sale) or for the desired number of sales per day.
You can optimize the keywords manually or automatically. The only catch is, the keywords need to have displayed enough times to generate data, so it’s best run on older campaigns.
For anyone interested, Machete is free if your monthly sales are under $300, then increases to $10/month for sales up to $1,000. Also, the first month is free, which means you can safely try it out and see if it works for you.
Bid+ is a new setting offered by Amazon. Found under the Campaign Settings tab, it lets you increase your initial bid by up to 50% if that will land your Ad at the top of the Search Results page: