Recently, Amazon Advertising introduced two new features: "Cost Control" and "New Landing Page" .

Whether you are a cost-conscious seller who wants to control your budget, or a new brand that wants to expand your exposure, this update can add a lot of help to your advertising!

Next, let’s interpret these two features and see how to make advertising more worthwhile! 👇

Cost control - make every penny count!

Amazon Advertising’s “cost control” feature is based on machine learning technology. Simply put, it helps you spend your money more efficiently in the right place!

You only need to set a maximum acceptable vCPM (viewable cost per thousand) or CPC (cost per click), and leave the rest to Amazon. The system will automatically optimize the bid and match you with the best traffic within your budget.

For example:

You set a daily budget of $100 and hope that each click will not exceed $1. Amazon's system will automatically optimize the bid based on these two constraints and match you with high-potential display opportunities.

Applicable scenarios:

If your advertising goal is to "increase page visits" , then this feature is a must for you! Especially in the early stages of new product promotion, the "cost control" feature can help you quickly attract traffic without having to worry about adjusting bids one by one.

Main placement:

The top, middle, and bottom of the search results page, product detail page, and Amazon homepage.

Three major advantages:

1. Automatically optimize bids: save time and effort, and reduce human errors.

2. Prioritize low-cost opportunities: Amazon will continuously optimize your ad performance within 72 hours.

3. Clear data visibility: You can see the 7-day rolling average spend compared to the target spend in the activity report, making it easier to make adjustments.

Tips:

When the function is first launched, sellers need to pay close attention to the ads, especially in the first few days, carefully observe the delivery performance, and adjust the target value and budget in a timely manner.

“New landing page” is Amazon’s new approach in brand advertising!

If your campaign objective is to “Drive brand impression share” and you’ve selected the “Product collection” ad format, you can now create a new brand landing page , not just a brand Store.

How to use?

1. Select the "Product Set" format.

2. Check the "New landing page" option and select at least three products to display.

3. Ads will guide users to visit your brand new page, making traffic more focused and personalized!

Applicable ad formats:

Product set format: Choose between a Store or a New Landing Page as your destination page.

Stores spotlight and video formats: Supported only for Stores.

How to match the functions? Here are some practical suggestions!

For new brand sellers, you can use the "cost control" function, select the "increase page visits" goal, accurately allocate budgets, improve click-through rates, quickly attract traffic to new product pages, and increase add-to-cart and conversions.

Mid and late stages:

When the brand traffic and user base gradually stabilize, switch to the "increase brand display share" goal, cooperate with the "product set" format and "new landing page", focus on the high-exposure advertising position on the homepage of search results, continue to convert more users, and further expand brand influence.

Amazon’s upgrade of its advertising function not only lowers the threshold for advertising, but also greatly improves the flexibility and efficiency of operations.

Whether you are a small seller with a limited budget or a large seller focusing on brand building, these two features are worth a try!

Advertising has never been a money-burning game, but a battlefield for refined operations. Hurry up and use it to see what changes it can bring to your advertising strategy! 🎯