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VENDO - Amazon & Walmart Growth Experts
What's New On Amazon PPC - VENDO Podcast Ep. 106
Feb 9, 2023
VENDO - Amazon & Walmart Growth Experts invites Gefen Laredo, Director of Media Buying at VENDO, and Jason Weilenmann, Head of Marketplace Advertising, to discuss the latest Amazon PPC updates. They cover topics such as broad targeting, wasted spend, sponsored display mobile carousel ads, and the importance of visuals on the Amazon marketplace. Discover strategies for optimizing your online Amazon and Walmart businesses with this informative podcast.
13:57
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Quick takeaways
- Amazon has updated its broad targeting on the advertising platform, including synonyms and variations, requiring advertisers to shift focus to phrase and exact match targeting for better control over ad delivery.
- To minimize advertising spend waste, brands should limit the use of broad targeting, export keywords into exact match and phrase match, and track search term reports regularly for adjustments.
Deep dives
Updates to Broad Targeting on Amazon Advertising Platform
Amazon has made updates to broad targeting on its advertising platform, including the inclusion of synonyms and variations. This means that broad targeting now includes words that are similar or have the same meaning as the target keyword. However, this change has affected the performance of campaigns relying heavily on broad targeting. To adapt, advertisers are shifting their focus to phrase and exact match targeting for better control over where their ads are delivered. While broad targeting still has a place for data gathering, it is recommended to use it as a catch-all approach with low bids.
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