amazon day parting

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#AmazonMarketingStream #AmazonStream #PerpetuaStream

What is Amazon Marketing Stream?
Stream is a new API that Amazon is releasing that essentially has way more data than they have ever made available before. The most exciting piece of this (in our eyes) is having campaign performance reporting by hour of the day as opposed to daily. This data is only available through the API and not in the ad console so advertisers need to work with a tool provider to get access. I have attached Amazon’s 1-pager on the beta to give you a bit more context, once again this is confidential until the 22nd. This is only available for SP at the current time, and only in North America.

What does this unlock?
The concept of changing bids throughout the day isn’t new, and many advertisers have tried to bid differently throughout the day to maximize sales/efficiencies. However, without this data there was really no way to know if changing bids was actually helping business (or hurting it). One example of this is bidding lower in the morning and higher in the evening – the theory being that when all auctions reset at midnight there is the most competition resulting in highest CPCs, and CPCs will drop throughout the day as more advertisers have their campaign budgets unlocked. Would really love your perspective on this as well.

Strategies you can now execute on:
Increase bids when CPCs are lowest
Increase bids when ACoS is lowest
Increase bids when impressions are highest
Increase bids when you lose SOV on your branded terms or on category terms (this isn’t new from Stream but new to Perpetua)

(Would love your perspective on other intraday strategies you can execute on)

What does Perpetua offer?
1. We track SOV by hour of the day. This allows advertisers to see when they lose SOV (can monitor by top of search, middle of search, etc based on what they care about). Some advertisers might be concerned about competitors spending on their brand names, others may want to see when they are actually serving top of search for their top keywords. To reiterate this doesn’t have to do with Stream, but this is a cool Perpetua feature
2. We compile hourly campaign data from Amazon Marketing Stream into graphs/heat maps where you can track any metric by day of week, hour of day, or day of week and hour of day. We provide this breakdown by account, by goal (all the campaigns for a set of asins), or by campaign. The level of granularity advertisers would want to go with this would vary depending on how much data they have. For instance, if you aren’t doing enough sales volume, you may want to look at data only by day of week and change bids by day of week, but advertisers doing significant volume may choose to look by hour of day and day of week. To the same extent, if all ASINs sold are similar, looking at insights by the entire account level is likely fine, advterisers with a lot of data can choose to look by goal or campaign.

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