Amazon has taken another step towards automating ad campaigns with the release of the Sponsored Brands Optimization Rules (Beta) API for the drive page visits goal.

This API, available in multiple regions including the US, UK, and JP, allows advertisers to set performance-based parameters, simplifying campaign management.

This new API aims to simplify the campaign management process for advertisers using Sponsored Brands’ drive page visits goal. The update allows advertisers to set performance-based parameters, eliminating the guesswork from selecting an exact bid for each target. This innovation is designed to help advertisers of any size and budget achieve their goals using Amazon’s first-party data and machine learning capabilities.

For campaigns set up to drive page visits, advertisers can apply a cost-per-click threshold. Amazon’s machine learning models will then define and adjust bids to increase clicks, all while adhering to the cost-based rules. Although Amazon Ads cannot guarantee performance, if a campaign is not meeting the cost target over a 21-day period (excluding special days), advertisers are advised to adjust the cost target or budget to help the system achieve the desired results.