Amazon Ads has introduced a new Sponsored Brands cost control feature to optimize campaign performance and simplify management. This feature allows advertisers to set performance-based parameters, removing the guesswork in bid selection and leveraging Amazon’s first-party data and machine learning. Currently, it is available for the "Drive page visits" campaign goal.
Previously, advertisers had to manually translate their goals into efficient bids. With this new feature, machine learning optimizes bids continuously, helping advertisers achieve their goals more effectively.
How It Works
Advertisers set a campaign goal with a daily budget and an average cost per click (CPC). Two key levers influence marketing goals and costs:
- Targets Selected: Ads should be relevant to the brand and broad enough to reach many shoppers. Machine learning adjusts bids in real-time to stay near the desired cost.
- Bid Values: Advertisers pay the minimum bid needed to win an auction. Machine learning models optimize bids based on past performance and similar campaigns, adjusting for auction dynamics and seasonal factors.
The system aims to keep costs under the specified CPC without exceeding the daily budget. Bids are adjusted to maximize actions while staying within the cost target.
Availability
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Poland, Netherlands, Sweden, Turkey
- Middle East: Saudi Arabia, United Arab Emirates, Egypt
- Asia Pacific: Australia, Japan, India, Singapore
Who Can Use It?
- Vendors
- Registered sellers
Access Points
- Advertising console
- Amazon Ads API
