Today’s marketers are expected to be data-driven when making decisions on where and how to invest their budgets. One of the most important data streams to drive this approach is performance measurement. With it, practitioners can understand what is/isn’t working and can optimize their programs to generate the highest return. In most cases, marketers aren’t interested in ad opportunities where there isn’t a clear measurement system in place because they just can’t work without this valuable feedback loop.
It is a testament to just how valuable the Amazon opportunity is for brands that marketers have been sending ad traffic directly to the marketplace for some time even though they’ve had very little measurement to gauge the performance of their advertising other than total sales. It’s simply that good of a sales channel!
However, things are evolving. To help marketers justify and improve their investment in these efforts, Amazon launched Amazon Attribution for advertisers to understand the impact that their non-Amazon ads (i.e. Google Ads, Facebook Ads, Pinterest Ads, Microsoft Ads) have in driving shopping activity on Amazon.
With Amazon Attribution, not only can practitioners see the impact on purchases and revenue driven by their non-Amazon ads, but also key metrics to optimize their programs including product detail pageviews and add to carts. Additionally, what makes this offering truly powerful is that marketers don’t have to wait until after a campaign has finished to view their reports, but they can get this valuable feedback throughout the life of a campaign so that they can implement mid-flight optimizations.
This is exactly what marketers have needed for so long and the implications are that they can start to optimize the channel beyond the already fantastic results they’ve been getting for years.
Kenshoo + Amazon Attribution
Measuring ads using Amazon Attribution is done through implementing Amazon Attribution click tags on non-Amazon ads that drive to Amazon such as from search engines, social media sites, and other web pages. With this mechanism, Amazon can give marketers visibility into the efficacy of different ad campaigns, publishers, or strategies that direct to Amazon.
Kenshoo and Amazon have been collaborating closely to help advertisers in the US make the most of Amazon Attribution by automating workflows, unifying data, and enabling seamless optimization towards Amazon product detail pageviews, sales, revenue, and ROAS.
“The brands we work with are looking for ways to deliver personalized and contextually relevant experiences across the path-to-purchase,” says Nich Weinheimer, Kenshoo’s GM of Ecommerce. “Navigating media spend on closed-ecosystems and understanding the connections between what’s happening across them is key to the future of advertising. Our partnership with Amazon helps us push that agenda for our clients.”
This is where the true value lies. Advertisers can now see Amazon performance measurement side by side with their channel performance, helping Kenshoo Search and Social clients get a unified view of performance for the first time.
The solution enables advertisers to maximize cross-channel performance for non-Amazon ads that drive to Amazon by:
- Automatically applying Amazon Attribution tags to Search and Social ad traffic pointed to Amazon.com—removing the time-consuming manual effort previously required
- Maximizing performance on Amazon by unifying measurement across channels so that marketers can see how their entire media mix is working to drive activity on Amazon
- Analyzing search, social and Amazon metrics together, in one place for practitioners to have an instant understanding of what is and isn’t working across channels—no need to combine multiple data sources in Excel to get this view
- Optimizing search and social ads towards Amazon metrics (i.e. Amazon Product Detail Pageviews, Add to Carts, Units Sold) to dramatically improve results by providing the performance data marketers need to make data-driven decisions
How are you optimizing your Amazon programs?
Driving non-Amazon ads directly to your product or Store pages on Amazon.com has become an important part of the media mix for every brand that sells on Amazon.
But without proper closed-loop measurement, marketers can’t ensure that they’re driving the highest return.
Amazon Attribution is one step to solving this issue but in order to extract the full value of this data, marketers need a fully automated solution that ensures all of its cross-channel campaigns pointed to Amazon.com are optimal.
Reach out today to schedule a brief demo to see how Kenshoo can help you take advantage of Amazon Attribution within your entire media mix.