This episode cuts through common misconceptions about Amazon advertising by revealing how Amazon Marketing Stream data exposes the true customer journey from click to purchase. It offers actionable strategies for optimizing bids and budgets based on actual conversion timing, rather than misleading ad console data, and emphasizes the strategic use of diverse ad formats and Share of Voice insights to dominate Amazon search results.
Key takeaways
Leverage Amazon Marketing Stream data (e.g., via Helium 10's Adtomic) to understand the true time gap between ad clicks and purchases, as ad console data can be misleading for dayparting decisions.
Avoid aggressive blanket bid or budget cuts based on perceived low conversion times; instead, analyze conversion rate by time of day/week to make targeted adjustments and prevent sales cannibalization.
Expand beyond Sponsored Products to utilize Sponsored Brand and Display ads, and especially Sponsored Brand Video, to increase ad real estate and touchpoints, driving higher conversion rates.
Implement a Share of Voice strategy using tools like Helium 10 to understand your brand’s competitive positioning and identify opportunities to increase both organic and paid presence on Amazon search result pages.
Recognize that multiple ad touchpoints (e.g., viewing a Sponsored Brand ad then a Sponsored Product ad) increase conversion likelihood, reinforcing the importance of a layered advertising approach.
In this TACoS Tuesday episode, Bradley and Destaney Wishon discuss different Amazon advertising strategies, campaign types, how to measure Share of Voice, and more.
Frequently asked about this episode
What does this episode say about amazon & marketplaces?
Leverage Amazon Marketing Stream data (e.g., via Helium 10's Adtomic) to understand the true time gap between ad clicks and purchases, as ad console data can be misleading for dayparting decisions.
What does this episode say about paid acquisition?
Avoid aggressive blanket bid or budget cuts based on perceived low conversion times; instead, analyze conversion rate by time of day/week to make targeted adjustments and prevent sales cannibalization.
What does this episode say about analytics & attribution?
Expand beyond Sponsored Products to utilize Sponsored Brand and Display ads, and especially Sponsored Brand Video, to increase ad real estate and touchpoints, driving higher conversion rates.
What does this episode say about conversion & cro?
Implement a Share of Voice strategy using tools like Helium 10 to understand your brand’s competitive positioning and identify opportunities to increase both organic and paid presence on Amazon search result pages.
What does this episode say about amazon & marketplaces?
Recognize that multiple ad touchpoints (e.g., viewing a Sponsored Brand ad then a Sponsored Product ad) increase conversion likelihood, reinforcing the importance of a layered advertising approach.
