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Amazon is an eCommerce giant that attracts a number of business owners who want to increase their income and plenty of consumers looking for ‘a huge inventory of everything’.
The popularity of Amazon makes this place a platform of high competition, and this is especially observed when it comes to advertising placements. The advertising console of this marketplace is constantly updated and supplemented with new features developed for advertisers.
In October 2021 Amazon officially released a new advertising console interface with the in-console reporting dashboard, Brand Lift solution for measuring your brand marketing impact, brand metrics, instruction queries in Amazon marketing cloud, and much more.
Considering the updates that bring more possibilities for placers, it’s time to review the methods to make those ads more clickable. These trends provide an insight into what to do to make your potential buyers pay more attention to your ads.
That being said, let’s review some of the major Amazon sponsored ads trends for 2022.
If you’re using Sponsored Display Ads option you’ve surely taken the advantage of the ‘Customize your creative’ section recently updated. This option has opened comprehensive possibilities for promoting your products on Amazon and getting more clicks for your ads.
Customizing your creative solutions helps to advertise your product in accordance with your Amazon marketing strategy. For instance, you can highlight your virtues in comparison with your rivals, customize your creatives depending on the stage of the funnel potential of your customer (awareness, interest, decision, action), or customize them based on the season, etc.
When Amazon released the update for its ‘Creative Assets’ it has made it possible to store, utilize, and manage your content across the whole marketplace and not just A+. Now a brand can be sure that sellers use relevant and up-to-date content to create listings or launch the ads for the brand’s product.
A brand gets an option to download all their Amazon Attribution tags in one file and use them across Amazon shopping pages and Amazon Advertising. It’s possible to upload the creative files of a Brand (now only images) either from your PC, Google Drive, Dropbox, or any related services and tag them in one central location for further usage in Sponsored Ads. In the closest future, Amazon is going to allow the storage of video assets as well.
Another Amazon Sponsored Ads trend is the necessity to use only native Amazon dayparting instead of applying any third-party tools. Currently, the situation is so far different since dayparting is mostly preferred by the advertisers utilizing third-party solutions.
Dayparting is a PPC (pay-per-click) advertising strategy allowing you to schedule your ads for a certain day of the week and time of the day. This tactic helps to target the consumers more efficiently.
Such a change is expected to be positively conceived by brands since they will be able to save costs that they’ve previously spent for third-party services.
Another benefit for your Amazon marketing strategy is that you can request some specific timespan when your ads will be shown and be especially underlined and attractive.
The budget for advertising should be counted properly to be enough for your Amazon Advertising since this is a significant contribution to the visibility of your product and increased sales.
Brand metrics is another new feature that is going to make a difference for 2022 Amazon Sponsored Ads Trends. This new functionality allows studying the behavior of shoppers to analyze their engagements and then meet their needs when creating another ad for your brand.
Measuring the actions of consumers is possible based on the category that a brand has its products listed in, and based on such key performance indicators (KPIs) as total brand shoppers, the rate of engaged shoppers, the rate of customer conversion, and a percentage of new sales.
An advertiser can estimate their performance in every category as well as see the percentile rank in every particular stage of the customer journey within the Amazon funnel.
Now when Amazon Advertising has become more tricky, it needs more metrics than just Advertising Cost of Sale (ACoS) and Total Advertising Cost of Sale (TACoS).
To make it clear, it would be better to conduct your own research to identify the stage of the marketing funnel that is the most important for your brand and then just focus only on the certain advertising tools suitable for your prioritized stage.
The latest update has improved the Sponsored Display ad campaigns since Amazon is about to use this functionality as a gateway to more features of its demand-side platform you can reach through Advertising Console. (DSP is a software that allows purchasing ads to reach current and new customers on Amazon and beyond).
The CPV (cost-per-view impressions) has made the Sponsored Display campaigns more profitable than Sponsored Product campaigns, according to ACoS.
vCPM (cost-per-thousand viewable impressions) is another Amazon Sponsored Ads Trend that supposes that you pay for a thousand views (clicks) instead of paying per one click as you’ve done before.
The ‘Optimize for viewable impressions’ is grounded in estimated views and clicks as well as it is in Amazon DSP.
Considering the mentioned changes, Amazon marketing strategy of a brand should include a calculation of a budget for such types of campaigns to assist themselves in building proper targeting as well as to measure their performance in comparison with their optimize for page views and optimize for conversion competitors.
It would be great for a brand to revise the methods they’ve been utilizing to measure attribution from their ad campaigns and see if the obtained results show that Sponsored Display campaigns were able to guide a customer further down the marketing funnel.
Considering the sponsored ads trends for 2022, I should say that Amazon Advertising becomes more complex and sophisticated every year, and now the customer journey (including awareness, consideration, decision, and purchase) takes place on Amazon completely.
It’s great that Amazon experts have resolved to add more helpful tools for advertisers to have a better impact on their audiences at every stage of the marketing funnel.
If you think our specialists can help you with marketing your product on Amazon or promoting any other product or service on the Web, please visit our services page to learn how exactly we can come in useful.
See you and stay tuned!