Many new features of Amazon are released secretly without informing sellers. Therefore, sellers need to keep an eye on the background updates. There are several changes to some of Amazon's advertising features in 2024. Do you know?

Added advertising "target" setting function

1. Increase page visits: Convert purchase intentions in searches into concrete actions and attract consumers to product detail pages or brand flagship store pages.

Billing method: Pay per click (CPC). Advertisement positions include search results page, product details page and home page, etc., supporting keyword placement and product placement.

2. Increase brand display share: Help increase the brand's voice share on Amazon, and only support diversion to brand flagship stores.

Billing method: Pay per viewable cost per impression (VCPM). The ad is placed at the top of the search results page and only supports keyword placement.

3. Keyword "Theme Delivery Combination" function: Keywords related to your landing page. Help increase related categories and product search clicks. Keywords related to your brand to help get more brand search impressions.

Amazon updates Sponsored Brands product bundle format

Amazon found that brand ads that use creative elements such as personalized images can significantly increase click-through rates by an average of 50% compared to ads that only use product images. Sellers who need to arrange for off-site promotion of celebrity videos can contact customer service V: FLA66668888. At the same time, brand search volume can also increase by an average of 60%. Based on these insights, Amazon decided to update the brand promotion product set format.

In the past, Amazon allowed sellers to run ads using only product images in the Sponsored Brands product set format.

Starting January 31, 2024, all new and edited Sponsored Brands product collection ads will be required to use custom images.

After May 31, 2024, ads without custom images will not be served and will not receive impressions.

Set keyword delivery type and bidding with one click

Now in the automatic ad group, you can directly add the selected buyer search terms to the existing keyword ad group. (This is a new feature, currently in the testing phase.)

In the past, sellers who needed to join the seller communication group had to sort out the Excel spreadsheet first, and then copy and add it to the manual ad group. Now, just log in to the Amazon backend, click on the automatic ads, click on the ad group, and click on the search term to see this new function of adding delivery targets to existing ad groups.

Detailed steps:

1. Use the filter conditions and the system algorithm to find the best ASIN or keyword

2. Check the keywords you want to add and click the menu in the picture. The option to select the ad group will appear:

*Note: This is just an example. You can actually add multiple keywords at once.

3. Select the ad group to which you want to add the delivery item, fill in the bid, matching method, and finally click Add delivery target to enter the detailed settings page:

As shown in the figure, you can set the keyword delivery type and bidding in one step.

At the bottom, you can also check the box to disable the keyword in the original automatic ad group. Amazon states that the purpose of disabling is to prevent your ad from being exposed multiple times in a buyer's search, resulting in multiple deductions of advertising fees for matching the same keyword.

PS. Because automatic ads and manual ads are independent and have different ad locations, even if you have placed the keyword in your manual ad, automatic ads may still match the search results of this keyword, generating ad exposure and deductions (if there are clicks).