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Amazon sellers have had another tough year. In 2020, sellers will still have to deal with Amazon advertising. What changes will Amazon advertising usher in in the new year? Let's take a look at the six changes predicted for Amazon advertising!
Sponsored Brands will add ad groups When a foreign seller downloaded the search term report for sponsored brand ads, he found a new column in the report: “Ad Group Name”.
So we predict that this year Amazon sellers will be able to create multiple ad groups in a sponsored brand campaign, saving sellers time in creating test ads. Currently, only sponsored product ads can create multiple ad groups in one campaign. We also predict that Amazon will introduce A/B testing in ad groups. Other platforms such as Google already allow A/B testing to compare ad performance. Amazon sellers will soon be able to run image tests for keywords to see which images get more clicks. For example, when searching for "boy's jump rope" on Amazon, the pictures of the ads generally show brightly colored jump ropes commonly used by girls. Even if the product has colors more suitable for boys, users searching for "boy's jump rope" are very likely not to click on this product. With the ability to create multiple ad groups, sellers can set up ad campaigns for each product, and users can search for products faster.
Ads will adjust bids based on device Amazon has made some optimizations to ad bidding, such as Bid Plus , which allows bidding based on placement. The bidding methods are becoming more and more specific. The next step is expected to be bidding based on devices. Amazon’s technology can deliver ads based on user devices , and perhaps sellers will also be able to use this feature in 2020. Although it may be a bit complicated to optimize ad delivery based on devices, it allows sellers to understand which products sell better on which devices, so as to optimize them in a targeted manner. Lowering bids is a feature that sellers have been waiting for, but currently Amazon does not allow lowering bids. It is expected that single keyword advertising will become more popular in 2020, as single keyword advertising is easier to optimize for ad location and device.
Amazon to launch exact match negative keyword feature Amazon's exact match keyword function is not very satisfactory. Amazon's exact match includes typos and singular and plural variations. Only when the search term and the keyword match exactly is it considered an exact match, and it cannot include variations or writing errors.
We predict that Amazon will launch a completely accurate matching negative keyword feature this year. For example, according to the search term report, the advertising effects of a keyword in the singular and plural forms are different. The plural form has higher sales and higher order value, so the bid will also be higher. If the completely accurate matching negative keyword feature is available, you can add the singular keyword to the negative keyword of the plural keyword to optimize the advertisement.
Amazon Advertising is more unified Amazon's advertising service has multiple names, such as Amazon Marketing Services and Amazon Advertising. Sellers and suppliers also have different advertising entrances, divided into Seller Central and Vendor Central.
It is expected that these platforms may unify and synchronize functions this year, allowing sellers and suppliers to use functions that only the other party has. Data delays will be reduced Amazon sellers have probably experienced data delays. Amazon has reduced data delays from 48 hours to 24 hours and expects to reduce them further this year.
Data reduces latency, allowing sellers to quickly check whether an ad is successful or not and adjust ad spending in a timely manner. They can also better understand their audience’s shopping habits and then develop advertisements.
Batch operations will be improved Many people don’t use the bulk operations feature of Amazon Ads, but it’s definitely worth trying. It allows you to edit or modify multiple ads at once, saving you a ton of time. However, Amazon's current feature is relatively primitive and prone to errors. Therefore, we predict that Amazon will launch a more intelligent batch operation system in 2020. So, those are my six predictions for Amazon advertising in 2020. What do you think? Leave a comment below with your predictions. Statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained. |
