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DTC Podcast
Ep 462: Black Friday Insights: Amazon’s Changing Ad Strategies with Pilothouse | AKNF
Dec 6, 2024
Clifford, a key member of Pilothouse's Amazon team, shares vital insights on evolving Amazon marketing strategies. He discusses the critical need for advertisers to scrutinize search term reports as new broad-matching behaviors emerge. The conversation delves into the distinction between branded and generic ROAS, emphasizing the importance of clear data for growth. Clifford also highlights how U.S.-based sellers can leverage tariff changes to gain an advantage, making this discussion a must-listen for savvy DTC marketers.
22:31
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Quick takeaways
- Scrutinizing Amazon's evolving ad targeting through search term reports is crucial for optimizing ad spend effectiveness amidst new challenges.
- U.S.-based sellers may gain a competitive edge due to tariff changes, requiring strategic adjustments in response to Amazon Hall's impact on brand perception.
Deep dives
Amazon Marketing Cloud and Data Dynamics
Amazon Marketing Cloud provides agencies and software providers with expanded access to data pertaining to their marketing activities. However, this influx of data raises questions about its true value, as it may also encourage advertisers to spend more without clear justification of effectiveness. For instance, while a keyword might seem ineffective after spending a considerable amount, the marketing cloud analysis could suggest indirect benefits that lead businesses to continue investing. Ultimately, this transparency can be misleading as it obscures the actual performance of targeted campaigns.
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