Are you Leveraging these 3 Amazon PPC features?

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In the past year, Amazon has released various features to enhance PPC performance and reach. Each of these features offers unique benefits depending on the specific use case.

In today's post, we highlight three such features that are often overlooked in the PPC accounts we audit. However, leveraging these features can lead to significant growth for your Amazon account.

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2. Budget rules stacking

Budget rules, in general, are a great feature that provides extra control in managing campaigns’ budgets. We’ve extensively used budget rules especially performance-based, to ensure top-performing campaigns receive additional budget automatically, even during unmonitored hours.

Going out of budget is a common PPC mistake to avoid. Often CPCs are higher in the day and lesser in the late hours. Being OOB, your campaigns could be missing out during these hours. This can also result in misleading ACOS metrics when campaigns only run during high-competition periods. We often find during the audits, high converting campaigns missing sales and traffic.

Why budget rule stacking? This new feature was rolled out early this year, that now allows combining multiple budget rules. This feature provides even greater control, as long as it's carefully calculated.

For instance, your target ROAS is 4. As long as the campaign is above this ROAS, you want to let the budget go up by let’s say 10%. But imagine if your ROAS is 6. In that scenario, you may want to let the budget go up by another 10% because the added spending would not impact TACOS. Also, let’s say you want to let the budget still go up by 5% if the ROAS is between 3.5 and 4. You can simply set all these 3 rules inside a campaign. And, the eligible rules can add up. So, if your campaign ROAS is 6, all the budget rules can combine, providing more precise control over your budget. But remember to carefully consider scenarios where all budget rules combine to determine the overall spend increase percentage.

2. Views remarketing

Views remarketing campaigns can be a powerful strategy to drive increased purchases. In one account, this approach helped add $13k in PPC revenue YTD. It enables retargeting customers who recently visited a product page but didn't make a purchase, with the ability to target for up to 90 days.

The strategy's returns are even more significant during promotions, as shoppers are encouraged to take action when presented with better deals.

We often utilize the two targeting options “advertised product” and “similar to advertised product” available with retargeting. For maximum impact, we primarily target warm leads (up to 14 days) and then up to 30 days.

In the consumables category, it's also worthwhile running purchase remarketing, targeting shoppers who previously bought from your brand within a 90-day window. This tactic can expand reach and generate additional revenue.

The performance of retargeting can vary depending on the product. It’s worthwhile starting with a small budget but still including, adjusting bids based on performance. For “similar to advertised products”, starting with a low bid (lower than suggested) is recommended, as it has broad reach and can spend more quickly. Trying this strategy can yield significant results and boost your Amazon sales.

3. SD videos

SD videos are highly useful in captivating visitor attention and boosting engagement. Their visual appeal and storytelling capabilities make them more eye-catching, resulting in higher click-through rates and increased consideration.

Last year, Amazon introduced videos for Sponsored Display, and this year, we've observed their presence across various placements. Notably, the placement below the bullet points on the PDP (Product Detail Page) enhances the appeal of SD ads.

SD generally helps to show products on similar or complementary products, helping expand the reach and capture market share. With Videos, this becomes even more impactful.

Further, SD’s contextual targeting on and off the Amazon platform generates more impressions and widens brand visibility. Embracing SD videos in your advertising strategy can significantly enhance visitor engagement and drive higher engagement.

Other learnings:

1. New customer reviews insights tab. It offers key insights into customer preferences, feature impacts on ratings, and potential areas for improvement. A useful tool for launching top-rated products. [Read more].

2. Two new categories surrounding the SD Ads on PDP. The 'Consider a similar item' section is now placed below bullet points, reducing distraction. Additionally, the 'There's a newer model of this item' section informs users of updated models. [Read more].

3. The new Edit Image feature includes Focal point selection. It eliminates the need to manually crop images for the different aspect ratios, on the different placements on and off Amazon. [Read more].

4. "Subscribe & Save" shows up on variations. With this update, buyers can easily identify which product variations are eligible for the "Subscribe & Save" program. [Read more].

Thanks,

George

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