Online shopping brands are being offered the chance to schedule ads within search results throughout any given day, with a new campaign management tool which it is claimed can improve sponsored ad performance by over 40%.
The Amazon Scheduler tool is the brainchild of AI and data-driven agency Artefact UK, and the function is not currently available through Amazon’s own Sponsored Ads platform.
Artefact UK managing director Sarah De Martin explained that, as the ecommerce leader in the UK, Amazon is a key strategic channel for brands. Sponsored ads within search results are fundamental to success and are the best way to ensure brands feature near the top of the first page of results.
However, currently it has only been possible to buy placements on a cost-per-click basis through Amazon’s own Sponsored Ads platform.
De Martin added: “While this is a well-considered service for targeting, including keyword search, recent page views and so-on, it doesn’t allow brands to spread their daily budget evenly or adapt spend in line with audience behaviour. Consequently, a whole day’s budget can be used up by mid-afternoon – missing out on the 25% – 40% of traffic and sales uplift after 5pm.”
Artefact’s Amazon Scheduler is integrated within Artefact’s retail suite, which manages media budgets for both search and display.
The suite plugs in to the Amazon Sponsored Ads API, allowing clients to directly control and adapt search campaign budget allocation for key periods over the course of the day. It is claimed that brands can then set budgets for hourly slots and adjust in line with variables such as conversion rates and the competitive landscape.
The new tool has been tested with multiple brands at an EMEA level and Artefact claims the results have been “significant” compared to the same Sponsored Ads campaigns run without Amazon Scheduler.
Notably, brands witnessed a 40:1 return on advertising investment on campaigns; cost-per-click spend decreased by 11% during less competitive time slots; and there was a +5 points improvement on results pages. on both brand and category queries.
De Martin concluded: “Navigating the ‘Big Four’ tech companies can be a complex proposition at the best of times. Amazon evolves its ecommerce platform quickly but offers huge rewards for those able to keep up.
“We maintain a close relationship with Amazon and every member our ecommerce team is individually certified for data and ecommerce for Amazon. We aim to untangle the complexity of the platform and it’s thanks to tools like Amazon Scheduler that we are able to bring real value to our clients.”
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