Amazon Advertising is a relatively new channel in marketing and still rather nascent. Although the opportunity is massive, the road to maximizing the potential can be somewhat cloudy and hard to navigate.
Why? Because the data that marketers receive in other digital channels—such as Search and Social—aren’t as readily available to them with Amazon. Marketers have come to rely on this data to derive those all-important insights to help guide their data-driven decision making.
Publishers such as Google and Facebook make a majority of their annual revenue from advertising, so it’s in their best interest to arm marketers with whatever data they need to optimize their programs to unlock bigger budgets. Over the years, these companies have demonstrated a pattern of generous data sharing and are willing to offer a lot of data—as long as it doesn’t break consumer privacy walls.
But, because Amazon just makes a fraction of its revenue from advertising, it’s unclear just how much data will be granted to Amazon advertisers. This means that marketers need to be a bit more active about going outside of those walls and find the data they need to properly optimize their campaigns.
In a data-poor channel, insights are your competitive edge to win
Marketers know that a few solid insights here and there can absolutely mean the difference between success and failure with advertising.
Some may view the lack of deep, competitive advertising data available from Amazon as a crisis while others see this gap as an opportunity. For marketers who can get their hands on that data, it gives them a competitive edge which they can use to their advantage right now.
Kenshoo Ecommerce is not only the leading industry solution for Amazon Advertising—and now Walmart—because of its powerful workflow and management tools, but also because it offers best-in-class data integrations across the industry to make marketers smarter.
One example of the kind of advanced intelligence that Kenshoo clients can leverage is the Amazon Share of Voice Insights. With this set of analytics, Amazon advertisers can monitor and measure the strength of their brand’s presence on the marketplace with regards to search-driven ads.
With Share of Voice Insights, marketers can:
- See their share of voice for both paid ads and organic listings on the first page of Amazon search results
- Know which brands are showing up on the first page for specific keywords
- Track brand positioning over time to identify trends
Learn how often organic and paid ad listings show up on the first page of Amazon results
See which brands are showing up at the top of the search listings
“Amazon Advertising is the fastest-growing channel in digital advertising and best practices are still being figured out,” says Christian Tabing-Dalit, Senior Product Marketing Manager for Kenshoo. “One of the most vital areas for brands and agencies to find success with this opportunity is through competitive intel. With the new Share of Voice Insights, Kenshoo clients can better plan and manage their Amazon campaigns based on what’s actually happening on the search results pages. Advertisers without this information are basically blindly running their campaigns without the understanding of where the gaps are in their programs.”
Totally intelligent ecommerce
The world of marketplace advertising is rapidly changing the shape of online shopping and providing ecommerce marketers with new opportunities. Leading brands and agencies leverage Kenshoo’s advanced optimization, analytics & automation solutions to get started quickly, navigate new ad formats and drive growth.
Capture active shoppers with Kenshoo Ecommerce—one platform for launching and scaling advertising success across Amazon & Walmart.
To learn more, please visit Kenshoo.com/Kenshoo-E-commerce/.