Amazon Advertising Lessons - September 20th

1. Two Updates to the Search Query Dashboard. Firstly, reports will soon be available for download. Secondly, the Search query volume data is now denormalized. This means duplicate queries issued within a day, will not be removed. [Learn more].

2. SBV campaigns need to be paused when products go out of stock. Unlike other ad types, SBV campaigns continue to deliver when the ASIN is out-of-stock. This results in wasted CPC as shoppers who click can't purchase the OOS product. [Learn more].

3. SP campaigns when product is "Available to ship in x days". SP campaigns are programmed to automatically stop serving impressions as soon as a product goes OOS. They may, however, continue if the messaging on your product page says "in stock in x days". In this case, you need to pause the SP campaigns to avoid wasted spend. [Learn more].

4. Get Your Amazon Payments Disbursed in 24 Hours. Amazon is offering Express Payouts in Seller Central. If your bank qualifies you can get your payouts within 24 hours vs. the old 3 - 5 day window. Go to Seller Central -> Settings -> Account Info -> Deposit Methods to turn it on.

5. New feature to copy SP campaign to SD. While copying SP campaigns, you can now choose to copy to SD Ad type. Amazon will ask whether you want to optimize for Page views or Impressions and then will create a campaign with the same products but additional targets based on advertised products.

6. Top of Search Still Best Performing. These ads provide a great click-through rate and the conversion rate is over 2X higher than the other ad types. That means that someone who clicks on your Top of Search ads is going to be over twice as likely to purchase after the click compared to clicks from Product Page or Rest of Search ads. [Learn more].

7. Costs breakdown for the new Buy with Prime. There is no 15% referral fee but a 3% Amazon fee, with a minimum of $1.50. Additionally, a 2.4% + $0.30 CC fee is applicable with Amazon Pay. Multi-channel Fulfillment fee will also replace the regular FBA fee.

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George's Blog

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