2021 is sure to bring with it tons of new features and changes for Amazon PPC.
Admittedly, Amazon has already spoiled us with new Sponsored Brands reports, negative ASIN and product targeting for auto campaigns, and more, but there are still a few things that we’d absolutely love to see.
Without further ado, let’s get right into our wish list for Amazon Advertising!
Better Amazon Support
We know a lot of Amazon sellers will agree with us when we say that Amazon’s support system isn’t always the best. We also know that a lot of Amazon sellers will agree with us when we say that this is a massive understatement.
Google Ads has live chat! You’re able to connect with someone who can help you within a matter of minutes! Meanwhile, paleontologists recently unearthed fossils of early Amazon sellers waiting to hear back from support.
Surely Amazon could step up to the plate and offer a similar level of service with short wait times.
Not only would we love to see more availability from Amazon support, but a boost in the quality of support would be awesome as well. If you’re not making enough cash to get your own point person, you’re pretty much on your own. Sure, Facebook groups like ours are awesome for troubleshooting help, but having someone on the inside would be killer.
Another way that Amazon could improve their support is by making sure that their support is well-equipped and well-informed on the latest in Amazon Advertising updates and practices. Granted, we’re aware that this is a tall order-– the Amazon Advertising landscape changes so frequently that re-training support staff and keeping internal materials up-to-date would be difficult.
Support doesn’t end at fixing errors and disputes either. We’d love to see Amazon support that actively provides resources to advertisers to help them grow and prosper. Google Ads has something similar with their Partner Program, which fosters the growth and success of Google Ads users.
If Amazon chose to implement a similar program, it would do a world of good in terms of aligning the goals of Amazon support and the advertisers themselves.
Better Sync Between Amazon Ad Campaigns
Speaking of getting things in alignment, we have a lot of different Amazon PPC campaign types – Sponsored Product, Sponsored Display, Sponsored Brands, DSP – that are all kind of just doing their own thing. It’s incredibly difficult to compare metrics and performance across different campaign types.
Over the years, Amazon PPC has grown and diversified, giving us many new options for gaining impressions, clicks, and conversions. However, something has been lost with all of this differentiation. The different ad types and campaign types have become almost too distant from each other, making it a struggle to draw meaningful comparisons between data from each of them.
It would be a huge help if Amazon were to unify metrics, thereby allowing us to compare performance across different campaign types and make sure they’re on the same page. With that kind of power, we could keep all our different campaigns working together in one concerted effort. It would also help us make informed decisions on allocating ad spend because we could better determine what campaign types are driving the best results.
Anyone who’s spent more than five seconds listening to us knows that we are shameless data junkies, so the fact that we have reporting improvements on our wish list should surprise absolutely no one.
First of all, the addition of the ability to compare view through orders versus click through orders would be a welcome one. Seeing mobile vs. desktop performance would be awesome as well, as it would clue us into how well our ads are optimized for each and if they need any adjustments.
For a long time, Sponsored Display was left out of the reporting spotlight. It used to have a spot inside Sponsored Products reports, but it was later removed. As a result, campaign managers using Sponsored Display were missing data vital to understanding their performance.
Santa Bezos must have gotten our letter because as it turns out, we did recently get Sponsored Display reporting!
We’re looking forward to diving into these and all the valuable data they have to offer.
Dayparting and Weekparting Data
Being able to see how your metrics change depending on the time of day and the day of the week would be a game-changer. If all of your clicks and conversions are on the weekends, you’re wasting five days’ worth of ad spend every week. With dayparting and weekparting, you could change your bidding strategy to be more aggressive during the times and days when you get more clicks and conversions, effectively optimizing your bids down to the hour.
DSP In Normal Campaign Manager
DSP, while not a part of the Amazon ad type Holy Trinity, is still a vital part of Amazon PPC for those who use it. Placing it inside the normal campaign manager would be fascinating from a data analysis viewpoint because having it alongside other ad types would allow advertisers to unify their data and work with DSP without having to make a mental shift from other ad types to DSP.
Amazon would stand to gain from this as well; if they were to move DSP into the normal Campaign Manager, it stands to reason that more people would start making DSP a part of their advertising. It would essentially open up DSP to pretty much everyone.
Instead of DSP being blocked off to all but a select few with massive budgets like it is now, advertisers could start DSP on their own terms regardless of budget size. Power to the people!
Right now, Amazon only lets you look in-depth at account data that is no more than 60 days old. Yes, we have the lifetime view where you can see a snapshot of your data throughout time, but there’s no way to dig any deeper into that and look at specific time periods.
Being able to show a specific campaign performed at a specific point in time and compare your historical data to your current metrics would be incredible for tracking your growth and adjusting your strategy.
For example, comparing how you performed during Black Friday this year versus last year would be invaluable in helping you prepare and tweak your strategy for the next one. Often, the best way to prepare for the future is to look at the past, and if Amazon let us do that, we could be much more well-equipped to adapt to whatever happens next.
Downbid Placement Settings
As it stands now, you cannot change the bid placement setting for Rest of Search, nor can you downbid any placement.
This makes optimization more difficult than it should be, and this lack of options leads to a lot of unnecessary confusion and frustration for Amazon sellers trying to understand placement settings.
Being able to downbid placements would make it much easier to optimize and provide even more opportunities to lower ACOS.
Amazon Sponsored Brands Video Updates
We get it, Sponsored Brands Video is still pretty brand new. It hasn’t had tons of time to get its sea legs. That being said, there’s plenty of potential for quality-of-life updates within Sponsored Brands Video that would really make it more friendly to advertisers.
For starters, you can’t rename campaigns in Sponsored Brands Video. The ability to edit campaign names would be such an easy feature to implement, and the fact that they haven’t is frustrating. Want to change your campaign goals and the campaign’s name to reflect that? Nope. Trying to heed our advice and rename your campaign something more meaningful? Nah. Made a typo when naming your campaign? That typo will stare you in the face for the rest of that campaign’s life.
Another thing we’d love to see get added to Sponsored Brand Video is Sponsored Brand’s product targeting capabilities. It’s part of what has made Sponsored Brands powerful, so having it added to Video is a no-brainer.
In short, there are a lot of changes we would like Amazon to make in 2021.
We have our fingers crossed for some changes that will make Amazon Advertising support more… supportive. Shorter response times, greater support quality, and more knowledgeable support staff are just what Amazon support needs to be a reliable helping hand to advertisers.
Additionally, we really want to see the ability to take a more holistic approach to Amazon Advertising. We hope for changes that will allow comparing and contrasting between different kinds of campaigns, the examination of historical data alongside more recent data, and improved coordination across campaign types.
We recognize Amazon has significantly improved in recent years, but there are many ways it can still grow and evolve. We’re amped to see the Amazon PPC of 2021 and beyond.
Join our Newsletter
Watch The PPC Den on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe!
- 1:32 Intro
- 4:45 Better Support
- 7:35 Better Alignment
- 10:07 Better Sync Between Campaign Types
- 14:54 DSP Inside Normal Campaign Manager
- 17:12 Report Data w/o Download
- 19:45 Longer Timeframes
- 20:55 Dayparting and Weekparting Data
- 22:21 Downbid Placement Settings
- 24:18 More SBV Availability and Options
- 26:54 More Targeting for Off-Platform Display
- 28:10 Closing Thoughts
- Thinking Strategically About Amazon Advertising
- How Keyword Dumping Ruins your PPC Campaigns
- How to Become an Amazon Sponsored Display Master
- How and Why to use Negatives in your Amazon PPC
- Amazon’s New Sponsored Brands Reports
- How to Find New PPC Keywords with Reverse ASIN Lookup
- Getting High-Quality Product Reviews on Amazon with Andy Lam
- The Podcast Turns 100
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC