Introduction
In the fierce e-commerce competition, how to effectively improve the advertising effect and optimize the budget allocation has been the focus of sellers, in order to help sellers solve these problems, Amazon advertising recently launched three new product promotion functions, aiming to help sellers achieve higher advertising efficiency and effectiveness through more accurate data analysis and intelligent tools. So, what are these three functions? For us POD clothing sellers, what is the reference significance or use value? Here, we'll delve deeper into these three innovative features and explore how they can bring new changes to your Amazon cross-border e-commerce business.
First, insight into the future: Weekly Performance estimation (beta)
As the market becomes increasingly competitive, understanding advertising performance in advance is crucial to developing an effective delivery strategy. Amazon advertising launched “ Weekly performance estimation” Function, is born for this.
1. Function Description
This feature allows the seller to view the expected weekly display volume under different bids in the background of the AD. Although these estimates are based on historical data, they still have an important reference value, and compared with the previous need to estimate the data by themselves, or to calculate by experience, it is more accurate, which allows newcomers or operators who have just entered the industry to roughly understand the next general situation of the advertisement.
2. Estimate the advertising effect in advance
- Precision delivery strategy: Sellers can plan their advertising more precisely according to the expected volume of display.
- Control your budget: Avoid unnecessary waste and make sure every penny is well spent.
3. Improve the targeting of advertising
- Choose the right bid: Compare the expected display volume under different bids to find the optimal strategy.
- Stand out: In a competitive market, improve the click-through rate and conversion rate of ads.
4. Optimize the advertising strategy
- Flexible adjustment: Timely adjustment of keyword selection and bidding strategy based on weekly performance estimates.
- Improve ROI: Continuously optimize advertising effectiveness and improve return on investment.
5. Use suggestions
- Combined with historical data: comprehensive analysis of historical data to develop a more accurate delivery strategy.
- Flexibly adjust the bid: Flexibly adjust the bid to achieve the best result according to changes in the expected display volume.
- Focus on competitors: Use competitive product analysis tools to understand competitors' strategies and optimize their own advertising.
6. Precautions
- Estimates are for reference only: Do not rely solely on estimates, consider multiple factors.
- Timely adjustment strategy: The market environment and competitors' strategies are constantly changing, and advertising strategies need to be monitored and adjusted in real time.
Although the data provided by the new function will not be too accurate, but as mentioned before, it still has reference value, just like the early weather forecast, which has been criticized by people, but still has reference value, and with the continuous update of the subsequent, these data may become more accurate and more valuable.
Two, one-click word selection: Key phrase (beta)
Keyword selection and management has always been a pain point in advertising. Amazon advertising's new “ Key phrase ” Features that simplify this process through intelligent recommendation and automatic optimization.
1. Functional features
- Intelligent recommendation key phrases: System according to the brand, product category and other topics, intelligent recommendation of highly relevant key phrases.
- A variety of theme phrase selection: includes brand-related, product-category related and gift-related keywords to meet different needs.
- Keyword automatic optimization: The system dynamically adjusts keywords in phrases to ensure that they are highly relevant to promoting ASIN and have good conversion performance.
- Simplified bid setting: Simply set a bid for each key phrase and the system will automatically adjust the bid.
2. Use steps
1. Log in to Amazon Seller Center and enter the AD management page.
2. Click “ Create a new AD campaign” And start setting up a new AD campaign.
3. Select “ Commodity promotion advertising ” , set manual orientation.
4. Select “ Keyword delivery ” , using “ Key phrase (beta) ” Function for advertising.
3. Advantage analysis
- Improve the efficiency of advertising: Save time and effort, improve the efficiency of advertising.
- Improve AD conversion rates: Accurately match buyers' search intentions and improve click-through rates and conversion rates.
- Optimize advertising budget: Automatically adjusts bids for better control of advertising budget.
4. Precautions
- Only in the US site testing: Currently this feature is only in the US site testing, sellers on other sites can follow the latest developments.
- Continuously optimize advertising performance: Use search term reports to further optimize advertising performance.
The emergence of the
key phrase function can save a lot of novice sellers' entry time, especially for the promotion of test search words, this function provides a large number of alternative keywords, can make complex data and collection tools, become simpler, essentially keep up with a function: The role of the weekly performance estimate is the same, aiming to simplify the operating time cost of Amazon sellers and make the promotion advertising more efficient, but it should be noted that the case of complete functions and simple operation will inevitably aggravate the competition, which is obviously what Amazon wants. For experienced Amazon sellers, their advantages are declining. At the same time, We must also learn to adapt to this change and transform our experience advantages in order to better adapt to this more and more intense e-commerce platform.
This point, we POD clothing sellers are the same, but the relatively better is that the number of clothing styles and ASIN is large, the operator is actually unable to do fine advertising for each product, the emergence of these two functions, for us can save a lot of time, may increase the expenditure of advertising costs, But it is also very likely to increase the sales of more styles, but it should be noted that we must strictly control the budget to avoid unexpected risks, for example, the same recently appeared advertising budget comprehensive use, we must also pay attention to (the budget of different advertising groups will form the total budget, so that the excessive consumption of advertising groups occupy other incomplete consumption of advertising group budget, Thus, the advertising expenditure will be greater than the actual consumption before), which is not a good thing for sellers who often reserve a certain budget for advertising groups.
Three, multidimensional data analysis: Amazon Marketing Cloud (AMC) Amazon Marketing Cloud (AMC) is a powerful data analysis tool that helps brands and sellers evaluate advertising performance and optimize advertising campaigns through multi-dimensional data analysis.
1. Simplify insights and data analysis
- No Code solution: Intuitive user interface to quickly discover advanced audiences and measure insights without programming knowledge.
- High Value audience: Creates a segmented audience by visualizing the distribution of customer groups by total spending level.
- Optimal frequency analysis: Monitors key performance indicators to determine the most effective advertising frequency ceiling.
2. Enhanced attribution model
- Multi-touch attribution model: analyzes trillions of shopping, streaming, and browsing signals to provide comprehensive AD interaction impact analysis.
- Conversion Path Report: shows the best conversion path over the last 30 days, understanding the impact of each marketing touchpoint on the final conversion.
3. Long-term sales insight
- Estimated future sales: Estimates the sales likely to be generated in the coming year based on the effectiveness of the advertising campaign in guiding new visitors into the buying process.
4. Deep insights across media
- Integrates multiple data sets: shows deeper details of the consumer journey than traditional methods, covering the complete consumer behavior across multiple channels.
- Optimize the media mix: allocate the budget rationally, optimize the coordination between different media channels, and achieve significant growth.
5. Protect the privacy of first-party data
- Anonymous information processing: ensures that all data uploaded to the AMC is anonymized, ensuring data security and privacy.
6. Practical application cases
For example, CPG brand Honest Kitchen used AMC's best frequency solution to increase exposure by 23 percent and increase Amazon.com product details page views by 44 percent.
The emergence of Amazon Marketing Cloud (AMC) can make us more clearly understand the user's path and corresponding demand transformation, so that we can more clearly understand which groups of our products are attractive to, and in which groups or links, there are defects or deficiencies. This will be of considerable help to us in understanding the intentions and actions of consumers throughout the purchase link, and at the same time, it will also give us a clearer direction on how to optimize our own products and services. Compared with the previous two functions, Amazon Marketing Cloud (AMC) is obviously more important. Not only in easing the operation of new sellers, but also for experienced Amazon sellers, it is extremely useful.
IV. Summary
Three new features of Amazon advertising upgrade. — Weekly performance estimates, key phrases and Amazon Marketing Cloud provide sellers with a more convenient and efficient way to deliver ads. For our POD clothing sellers, these features not only simplify the advertising process, but also improve the accuracy and effect of advertising, helping Amazon sellers achieve better sales performance, and our POD clothing sellers with these new features can also seize market opportunities in 2025 and win more business opportunities, at the same time, It greatly reduces our operating time costs.
Five, Frequently Asked questions
1. Q: Is the weekly performance estimate available to all sellers?
- A: This feature is currently in beta and is available to some sellers. You can check if this feature is available by logging into Amazon AD Background.
2. Q: How to charge for the key phrase function?
- A: The keyword feature is provided free of charge, and the seller only needs to pay the normal advertising fee.
3. Q: Does Amazon Marketing Cloud (AMC) support third-party data import?
A: Currently AMC mainly supports data on the Amazon platform, but may expand to include third-party data in the future.
4. Q: How do you use AMC for long-term sales forecasting?
A: AMC can estimate future sales by analyzing the effectiveness of the advertising campaign in guiding new visitors into the buying process. See AMC's help documentation for details.
5. Q: Do these new features require additional technical support?
- A: Most functions are designed to be very intuitive and require no additional technical support. If in doubt, you can contact Amazon customer service for help.
