Post by Leo Martinez, Media Manager
By leveraging Amazon Marketing Services (AMS), brands can elevate their campaign performance. Here is a four-step guide on how to achieve efficiency and increased performance through AMS:
(1) Determine goals
Determine which performance metrics are most important the campaign’s performance. For example, if the main priority is to drive revenue as efficiently as possible, then ROAS would be worth optimizing towards as it allows marketers to quickly analyze the ratio between sales and spend. Marketers should also set realistic expectations based on the competitive landscape as this could affect portfolio results.
What are the priority products that should be advertised as much as possible?
Which keywords must “win” at all times? These keywords will likely receive a healthier portion of the budget as bids will need to be pushed aggressively.
Does the budget provide support to accomplish all AMS goals? If not, marketers should assess goal prioritization to ensure the most important targets are met.
(2) Audit current campaigns
Once KPIs are set, it’s important to audit the current campaign structure to understand what gaps need to be filled.
Does the account have a clear and organized campaign structure? AMS does not have ad groups so it is important that the campaigns have a clear keyword distinction.
Analyze the keywords of the campaigns to determine if they are housed in the appropriate places and if it’s necessary to continue bidding on them. It might be helpful to download keyword reports when assessing keywords so you could compare performance to the brand’s KPIs.
Headline Campaign Ads
Do the Headline Search Campaigns follow best practices (i.e. does the ad provide a strong call-to-action, does it follow the capitalization guidelines, does the ad have three product images to the right of the ad copy, etc.)? Marketers should consider refreshing the headline ad copy if the CTR is below 1%.
Headline Landing Page
Is the headline driving users to the brand page or a custom landing page? It’s important to determine which landing page makes most sense based on advertising goals.
Sponsored Product SKU Eligibility
Compile a list of all the SKUs the brand wishes to promote, and check their availability as ineligible SKUs might cause a shift in strategy.
Marketers can also check for a product’s eligibility status by typing in the Amazon Standard Identification Number (ASIN) within the Sponsored Product campaign creation window. Note that the advertiser cannot make an ineligible SKU become eligible as the financial threshold is determined by Amazon.
(3) Filling in the campaign gaps / Restructuring the accounts
Build on top of past successes and choose a campaign structure that best fits the brand’s goals.
If necessary, expand the current keyword set to ensure campaigns are capturing all relevant queries. For marketers that have an Amazon support team, it would be worth reaching out to a representative for assistance as they can help put the expansion list together.
Outline desired account structure
Amazon does not have ad groups so it’s very easy to accumulate a large number of campaigns, making it a challenge to optimize.
Determine campaign naming convention
Choosing a uniform campaign naming convention that can easily describe the keyword set is advantageous for reporting and optimization purposes. It’s important to note that a campaign’s name cannot be changed after it is launched. It is not recommended to use the default Amazon campaign name.
Determine Headline landing pages
Through Headline Campaigns, marketers have the choice to drive users to the brand page or a custom landing page. The two serve different purposes:
- Brand page: Provides the user with the full selection of the brand’s product offering and allows the brand to customize widgets by product lines. This allows for an immersive brand experience for the user.
- Custom landing page: Delivers a customized user experience based on the campaign’s objectives. These landing pages showcase a select listing of products rather than the whole product portfolio. This methodology could be useful when measuring performance following a product launch – particularly when the advertiser is only interested in knowing how a specific keyword set performed against certain products.
(4) Compare Results
The campaigns have launched and there is a couple of weeks’ worth of performance. Now it’s time to analyze results.
Pre and post-restructure
Amazon’s user interface does not have custom time frames which poses a challenge to toggle through data. The campaign reports provide campaign-to-date data on all campaigns launched for the account. Pull the reports and create a pivot table to facilitate the filtering of data. Keep in mind, Amazon has an attribution data lag so the results may not populate in real-time.
Allow the campaigns time to gain traction
Allow your campaigns to gain traction for several days before making significant optimizations. The attribution lag causes a delay in the reported data. Marketers should be aware of severe red flags before the low performance takes an enormous hit on the overall results.
Establish optimization guidelines and a cadence to monitor keyword performance. Use the reporting features within each ad unit to help guide the bidding strategy. Never underestimate the power of optimizations!
To learn more about Amazon Marketing Services, contact Performics today.