Put your insights into action to help improve campaign performance results.
With the learnings from Amazon Attribution, we have been able to better understand which channels and strategies resonate with our niche audience and mirror that approach across all our marketing efforts. Ultimately, with Amazon Attribution measurement, we’ve been able to optimize our marketing strategies to help grow our business on Amazon.
USING YOUR DATA TO OPTIMIZE YOUR CAMPAIGNS
Now that you’re familiar with the reports available, let’s explore how you can use this data to adjust and improve your campaigns.
We recommend using informed tests to help uncover which tactics are driving increased engagement with your brand on Amazon so you can optimize your off-Amazon digital marketing tactics.
These tests can include:
Understanding channel and publisher performance: Uncover which channels and publishers are most effectively and efficiently helping you achieve your goals.
Ensuring your creatives resonate: Discover which creatives and which messaging best helps you achieve your objectives. For example, if you’re looking to promote deals, you might find that time-bound messaging drives higher engagement and sales than deal-specific messaging.
Identifying high-value opportunities: Using the products report can help you identify new advertising opportunities. For example, if you advertise Product A but notice that campaign is leading to increased detail page views for Product B, you might consider creating an ad specifically for Product B.
Creating engaging landing page experiences: Conduct landing page tests to help understand how shopping activities differ based on your click-through destinations or calls to action. This can include testing different tabs on your Store page, product detail pages, or even calls to action to understand which leads to higher customer engagement. You can also use attribution tags to test different Store layouts and widgets that can help shoppers learn about your brand or easily find the products they expect to see.
Getting unique audience insights: Find out which tactics best engage your audiences on channels outside of Amazon so you know where to focus efforts and budget.
With these insights from your reporting and tests, you can start to build more effective future campaigns.
Leverage the metrics from Amazon Attribution to understand which channels and publishers are most effective at driving results on Amazon.
Use that data to ensure your campaigns are driving the right outcomes.
Plan future campaigns that drive performance and maximize efficiency for your brand on Amazon.
1. Building awareness
In this example, when reviewing your Amazon Attribution data you see that your campaign is receiving higher clicks with Publisher A than it is for Publisher B. Try focusing more of your marketing on Publisher A to help drive more awareness. Or try adjusting your campaign with Publisher B by expanding your targeting and increasing your bids for the opportunity to reach a larger audience. You can also consider using a Sponsored Display audiences campaign to remarket to the audiences that visited your product detail page or Store from this campaign for greater awareness and potential sales.
2. Increasing consideration
Reporting from your campaign shows that Product 1 is receiving higher detail page views than Product 2. If the publisher, creative, and targeting are the same for both products, you could try adjusting your non-Amazon campaign to highlight only Product 1. Or consider if there are other factors that could be affecting campaign performance: Was one product featured more prominently in the campaign? Are the products from different categories or have unique target audiences? If this was a paid campaign, did your targeting take into consideration any differences in category, keywords, or prices between the products? If so, you may want to feature the products in separate campaigns.
3. Boosting sales
Your data shows that you’re driving more sales via social media ads than with display ads. If the display campaign isn’t meeting your expectations, evaluate your audience targeting—is there a product or creative that would better resonate on this channel? You can also consider shifting more of your non-Amazon marketing budget to social media to help drive more sales, which can also help increase your Brand Referral Bonus.
If you’re looking to drive greater brand and product discoverability, leverage your Amazon Attribution data for insight on shoppers visiting your Store and following your brand on Amazon from non-Amazon marketing campaigns.
Measuring off-Amazon campaigns that link to your Store can help provide you with new data that can help you increase new-to-brand sales for your suite of products. You can also use these insights to inform your remarketing strategies on Amazon using Sponsored Display and Stores.
Encourage your social media audience to follow your brand on Amazon for the latest on your deals and products. In your social media posts, use Amazon Attribution tags when linking to your Store and product pages for insights that can help you increase your followers and learn more about how those followers shop on Amazon.
Dedicated to building safe, healthy, and comfortable pet environments, MidWest Homes for Pets offers a complete line of dog crates, small animal modular habitat systems, and birdcages, in addition to other pet enclosure systems, bedding, and related accessories. The brand originally launched its pet supply line on Amazon and began working with digital marketing solution provider Tinuiti to continue to expand the business on Amazon.
They were looking to understand the impact of MidWest Homes for Pets’ non-Amazon paid search campaigns—as a whole and at the category level—on Amazon sales and engagement. So they began using Amazon Attribution to access on-demand Amazon conversion metrics for each of the off-Amazon marketing strategies.
By tagging each ad group within their publisher campaigns in the console, they could access insights about which of the brand’s marketing strategies were helping drive increased shopper activity across Amazon. They assessed metrics found in the console—including aggregated Amazon sales, product detail page views, and add to carts by channel—together with non-Amazon channel metrics—such as clicks, ad spend, and cost per click—to create a unified view of performance.
With these insights, Tinuiti helped MidWest Homes for Pets optimize their bidding strategies on key publishers and increase return on ad spend (ROAS) by 32%.
Learn more about MidWest Homes for Pets