Merkle launches bidding platform tailored pertaining to Amazon sponsored brand ads

Sponsored brand name ads can appear at the top associated with Amazon search results in addition to several other areas on the platform.

Performance agency Merkle has developed an indoor automated bidding platform designed especially for Amazon sponsored brand ads. Introduced Thursday, the technology can revise bids on sponsored brand stock as often as 48 times daily, leveraging the Amazon advertising API.

Why you should care

Amazon sponsored brand advertisements (previously called headline search ads) have become an increasingly important ad device for sellers on the e-commerce system. Merkle says the bidding system employs machine learning to calculate basics bid informed by a client’ ersus KPIs. However , it’ s not really left entirely to automation. Strategists adjust bids “ according to indicators from multiple platforms. ”

“ Before this incorporation, efficiently bidding on these advertisement units required building numerous custom made processes, because Amazon itself hasn’ t provided bulk editing abilities until recently, ” said Todd Bowman, senior director of Amazon . com and eRetail at Merkle. “ With this new bid technology, since Amazon media becomes more competing, our teams can focus read more about analyzing performance to identify new possibilities and take advantage of them more proactively on behalf of our clients, while furthermore scaling the program effectively. ”

More on the news

  • Merkle says clients who’ ve been transitioned to the brand new platform have seen sales per click on increase by an average of 18 %, higher click-through rates and a sixty two percent decrease in advertising cost of product sales (ACoS).
  • This drop, Amazon expanded the inventory regarding sponsored brand ads beyond the particular “ top of search” place shown above. Placements can come in the left-hand rail on desktop computer, below the fold on desktop computer and mobile and every thirteenth slot machine on mobile.
  • Merkle is not the first to market with an automatic bidding platform for Amazon advertisements and there is likely to be much more advertisement tech development in this realm. Along with Amazon’ s advertising options progressively more mature and sophisticated, advertisers are planning to increase their invest on the platform. Anticipate more technology solutions to come on the marketplace to meet that demand.

This story premoere appearance on MarTech Today. For more upon marketing technology, click here.

About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations throughout all of our publications. Ginny writes regarding paid online marketing topics including compensated search, paid social, display plus retargeting for Search Engine Land, Advertising Land and MarTech Today. Exceeding 15 years of marketing experience, she gets held both in-house and company management positions. She can be found upon Twitter as @ginnymarvin.

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