Amazon has introduced a new feature called Target Promotion for Sponsored Products advertisers, available in the UCM ads console. This feature automates the identification of high-performing targets to enhance the efficiency of Sponsored Products campaigns.
Key Features
- Automated Target Identification: Target Promotion identifies high-performing targets and promotes them from broader targeting (e.g., automatic targeting) to more focused targeting (e.g., manual targeting with broad match).
- Optimized Bids and Budgets: The system adjusts bids and budgets to maximize the potential of high-performing targets.
- Machine Learning Models: Advanced machine learning models analyze historical performance data, considering factors like click-through rates, conversion rates, and return on ad spend.
Previously, advertisers had to manually download and manipulate search term reports to add new targets to campaigns. The new feature automates this process, allowing for more efficient and performant campaigns by promoting high-performing targets within the advertising console.
Technical Details
- Historical Data Analysis: Machine learning models analyze various targeting options within Amazon's ecosystem.
- Predictive Modeling: The system uses predictive modeling to estimate the potential performance of targets in focused campaigns.
- Seamless Integration: The feature integrates with the existing UCM ads console, ensuring real-time decision-making and changes across multiple campaigns.
The introduction of Target Promotion simplifies the previously complex and time-consuming process. Advertisers can now view recommendations and implement changes directly within the Amazon advertising console interface.
Eligible Users
- Sellers
- Vendors
- Partners
- Agencies
- Authors
Access
The Target Promotion feature is available from the “Search term ad groups” page in the advertising console and the Amazon Ads API.
