Episode #84 - Delving into Product-Attributed Targeting Campaigns 🎧📱

Summary: This episode, recorded live on the 6th of September, delves into a hot topic: product-attributed targeting campaigns on Amazon. But first, an experiment with audio quality, recording outdoors, directly from a phone connected to a MacBook. Join us for this raw exploration!

Description:

Hello everyone, and welcome to a truly raw episode of Amazon Ads Raw Daily! I'm broadcasting directly from my phone outside to test the audio quality. Indeed, it's a sunny day here in Germany with temperatures soaring to 30 degrees - not what you'd expect for September!

Today, we're zooming in on product-attributed targeting campaigns. It's a topic that's consistently on my radar and one that I believe needs thorough understanding. I've discussed this before, but it's an issue that demands repeated attention. A recent conversation sparked even more insights which I believe you'll find valuable.

Here's a curious observation: product-attributed targeting campaigns often have lower Cost Per Click (CPC) on top of search compared to generic keyword campaigns. Why is this so? One theory suggests that product targeting campaigns target a broader range of search terms, which might inherently have a reduced CPC. This would drive down the average CPC of your product-attributed targeting campaigns.

However, it's not straightforward. There's a twist with sponsored brands. When comparing the CPCs from sponsored brands with keyword campaigns, the results differ for product-attributed targeting campaigns. The observations hint that for sponsored products, CPCs on product-attributed targeting campaigns at the top of the search are lower than for keywords. But why?

My suspicion is that Amazon might be offering discounts on CPCs to encourage adoption of certain campaign types. However, if this is the case for product-attributed targeting campaigns which have been around for years, it's perplexing. Another angle to consider is the visibility (or lack thereof) of all search terms in these campaigns. With potentially lower CPCs and perhaps improved conversion rates, advertisers might end up investing more, leading to greater overall spending.

The intricacies of these campaigns are intriguing, and I'm committed to understanding them further. Today's episode is a springboard for that exploration, and I hope it piques your curiosity as it has mine.

Thank you for joining me today on this experimental and informative episode. Stay tuned, stay curious, and see you next time!

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