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.
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Amazon Marketing Cloud: More Data, More Spend?
- Amazon Marketing Cloud provides more data, but this might encourage increased ad spending.
- Consider if extra data affects decision-making or if basic keyword targeting suffices.
Check Search Term Reports
- Scrutinize search term reports to understand Amazon's broad match behaviors.
- Avoid unintended targeting and wasted ad spend on unrelated terms.
Separate Branded & Generic ROAS
- Analyze branded and generic ROAS separately for growth-oriented decisions.
- Prioritize generic terms for new customer acquisition and improved organic ranking.