The classic pay-per-click (PPC) strategy for many advertisers, agencies, sellers, and vendors is based on a logical advertising foundation. For example, with Amazon Ads we already have campaign types that target different stages of the marketing funnel. We focus not only on Sponsored Products campaigns, but also Sponsored Brands and Sponsored Display campaigns, which can help reach audiences who might have shown an interest in a brand or particular product but haven’t been actively engaged.
Amazon Attribution helps us extend our funnels in order to help grow revenue for our clients. After making sure that our Amazon Ads campaigns are set up based on our best practices, we make sure to understand which other channels our clients are using. In order to engage with potential audiences with a higher chance of purchasing, we start with pull channels, such as different search engines. This is because audiences have already shown interest in our products. With this, we are able to connect with relevant audiences and run efficient campaigns based on our clients’ values and goals. As a second step, we include channels where we’re able to reach audiences who are likely to be interested in our products.
Lastly, the influence of Amazon Attribution on our strategy is not limited to paid channels, but also organic channels such as content, influencer, or email marketing. For example, we’ve seen email campaigns are more efficient as there hasn’t been the possibility to measure those types of campaigns in the past. Now, we are not only able to compare campaigns order values, but also detail page views and add to carts and further optimize ad creatives and other factors that have an impact on the success of a campaign.