day parting

Q4 Amazon PPC Strategies | SSP #617

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Listen to the Serious Sellers Podcast on your favorite platform:
► Apple Podcasts: https://podcasts.apple.com/us/podcast/id1453455876
► Spotify: https://open.spotify.com/show/31CTCHQGSghLavsf0otYQq

In this episode, let’s talk about Dayparting, hourly bidding, what sellers can do to take advantage of AMC, and how to optimize your ads for this Q4 holiday season.

Could your e-commerce sales soar this Q4 with the right PPC strategy? Join us for a captivating session as we tap into the expertise of Jocelyn Jeffries, an account director at Pacvue, who enlightens us on the art of day parting and the transition to hourly bidding. As we gear up for peak shopping events like Black Friday and Cyber Week, we dive into setting actionable sales and customer acquisition goals. Jocelyn shares her valuable insights on leveraging Amazon Marketing Cloud for Amazon sellers, offering precision in optimizing your ad spend during these crucial periods.

Our discussion unfolds with a deep dive into the intricacies of campaign optimization, focusing on consumer behavior alignment with tools like Pacvue and Helium 10. We share strategies for product launches, transitioning smoothly from auto to manual campaigns, and the tactical use of long-tail keywords. The nuances of using negative, exact, and phrase-match keywords in broad campaigns come alive as we explore how these strategies can enhance ad performance through the extended shopping season and beyond.

We round off the episode by unpacking cost management strategies for PPC advertising during high-traffic events. Jocelyn offers her expertise on adjusting bids post-Black Friday to prevent overspending, the advantages of ASIN targeting, and competitor strategies. Lastly, we also spotlight the strategic advantages of leveraging AMC to optimize campaigns and increase your market share. This episode is packed with practical advice and expert guidance to refine your PPC strategies and make the most of Q4’s high-stakes holiday season.

In episode 617 of the Serious Sellers Podcast, Shivali and Jocelyn discuss:
01:35 – Optimizing Amazon PPC Strategies for Q4
07:37 – Day Parting for Ad Campaigns
12:05 – Optimizing Ad Campaign Strategies and Goals
16:14 – More Amazon PPC Strategies and Competitor Targeting
23:42 – Influencing Rufus AI Through Campaigns
25:05 – Amazon Marketing Cloud (AMC) for PPC Growth
27:28 – Increasing Market Share Through Aggressive Marketing

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NEW Amazon PPC Release 2022 | Real-Time Hourly Reports & Automatic Bidding | Amazon Marketing Stream

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Amazon just released their new Amazon Marketing Stream API allowing sellers to access near real-time hourly PPC reporting! With hourly PPC reports, you can now have the ability to optimize your PPC campaigns like never before. You can adjust your bids based on when your ACoS or CPC is lowest or when your sales are highest throughout the day or week. You can now even set a bidding schedule to automatically adjust your bids throughout the day. You can also track the performance of your ad placements in the search results and see exactly if and how often your ads are being displayed at the top of the search results.

00:00 Introduction
01:05 Amazon Marketing Stream
02:44 Intraday Reporting
03:51 Daily Reports
04:42 Hourly Reports
06:24 Scheduled Automatic Bidding
07:18 Intraday Ad Search Location Performance
08:50 Perpetua Stream

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https://go.crescentkao.com/intraday
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Amazon Marketing Stream
https://advertising.amazon.com/resources/whats-new/introducing-amazon-marketing-stream-beta

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#AmazonFBA

[Breaking News] Day Parting Amazon PPC Stream Release

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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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