Optimize Amazon Product Ads Performance with Singlefeed
Wednesday, February 15, 2012
11:00 AM – 12:00 PM PST Singlefeed will host a webinar to share how their solutions help advertisers manage and optimize Product Ads feeds. The webinar will focus on tips for product categorization and field recommendations to improve campaign performance.
New Product Ads Placement: Kindle Fire and Android Tablets
Product Ads that are unique to the Amazon catalog may now be seen in the Amazon Shopping App on the Kindle Fire and Android tablets. Shoppers can click-through to your website from the app detail page for your product by clicking on the "Visit this external site" button. See all places where shoppers can find your Product Ads.
Keep Your Ads Live With the Budget Recommendation Tool
We've recently introduced a Budget Recommendation Tool to help you optimize your budget to take advantage of anticipated traffic to your ads on Amazon. The tool uses past performance of your ads to recommend a daily budget for your account. The tool will appear in Seller Central if your recommended daily budget exceeds your current daily budget.
Optimize Your Ads
Include Details Important to Amazon Shoppers in Your Feed
Amazon customers provide feedback on your ads each week. In a review of feedback received in Q4, we found that customers were reluctant to purchase products from advertisers who did not provide the following information:
Provide Exact Images – The product image provided in your feed should be the same as the primary image for that product on your website. This will let shoppers who click on your ad know that they are getting the same product advertised on Amazon.
Include Size Information – If you sell furniture, apparel, shoes, or home décor, information about the product's size (and if applicable, its dimensions) can be the deciding factor for making a purchase.
Additional Product Attributes – Providing information in recommended fields (computer memory size and display technology are especially important for computer-related products). In addition, product titles of bundled products should include the number of items in the bundle.
Include Warranty in Product Description – Shoppers looking for electronics and computer items are often interested in warranty information, so it's good to include this information in your product description.
News and Announcements
2011 eCommerce Holiday Recap: Strong Sales Fueled by Mobile Shopping and SEO
We interviewed eCommerce industry experts to get their perspective on the 2011 Holiday Season. The consensus was that strong holiday sales were driven by two growing trends: increased shopping on mobile devices and search engine optimization (SEO) improvements on retailer websites.
1. What is your assessment of the 2011 holiday season for online retailers?
Rick Backus, co-founder of CPC Strategy, said the 2011 holiday season was "largely dominated by retailers that dared to be different." Retailers who were secure in their niche and invested "wildly" in SEO were especially successful. Cory E. Nielsen, Director of Channel Practices CSEs at Mercent, noticed a growing trend in shopping on mobile devices. According to Nielsen, "10% of all purchases made during the holidays were via mobile devices, with the iPad being most popular, followed by the iPhone, then Android." He added that there were "more purchases made by users of Amazon's new Kindle Fire than by users of Microsoft Mobile and Blackberry devices combined."
2. How did Amazon Product Ads perform during the holidays?
Amazon Product Ads was one the top performing CSEs for Mercent clients during the 2011 holiday season. According to Nielsen, "One of our clients received 44 percent of its sales on Thanksgiving though Cyber Monday from Amazon Product Ads, up from 4 percent of total sales in the same period of 2010". Nielsen attributes this to high-quality traffic: "Product Ads have high conversion rates and help merchants produce a great return on their marketing dollar," said Nielsen. Backus noted consistently strong performance for Product Ads, stating "Amazon Product Ads continues to be a robust marketing channel which drives high average order values (AOVs) and conversions."
3. What should retailers do differently next holiday season?
Nielsen, who cited a substantial increase in the use of mobile devices for purchases during the 2011 holiday season, believes that ecommerce sites should prepare for increased use of mobile devices for purchases. Backus believes that staying focused on one's core and improving SEO are key ingredients for maximizing the operating efficiency of marketing channels in 2012.
Q&A
Q. I'm new to Product Ads and need help understanding some of the terms used in Seller Central. Where do I start?
A. We created a glossary of commonly used terms for the Product Ads program. Familiarize yourself with these definitions and you'll quickly ramp up.
