The Ultimate Amazon Ads Features and Predictions for 2022

 

Amazon has seen incredible growth since the beginning of the COVID-19 pandemic, and this trend continues in the same direction. Due to constant changes, the introduction of new options for creating campaigns, and new parameters for tracking metrics, Amazon is continuously improving its business. Innovations that the company has introduced have significantly improved the results of Amazon sellers and advertisers.

In this article, we’ll cover some of these innovations and what you can expect to bring you even better outcomes in 2022. We’ll share the ultimate Amazon Ads features and predictions for the upcoming year. So, let’s begin!

Growth Opportunities 

With this option, you can see all ASINs that can grow and had an increase in the past 30 days. You can check the following metrics for these ASINs — sessions, conversions, and BSR (Best Sellers Rank). The new Amazon Ads feature gives us insights into how we can cleverly pull out the best-performing ASINs and push them further. This will be an important metric for scaling businesses in 2022.  Knowing your strengths when approaching customers and their desires presents a vital step to eCommerce success and bigger sales. 

With this feature, there is a customized list of actions based on various factors, such as assessing products’ sales potential and the sales lift experienced by other sellers after completing the recommended action on similar products. 

You can access the Growth Opportunities page by clicking "Growth" on the top navigation menu in Seller Central and selecting "Growth Opportunities.” 

  

Budget option  

Another great option that will improve businesses in 2022 is budget optimization. Increase or decrease budgets according to campaign performance. You can track conversion rate, click-through rate, or  ACoS (Advertised Cost of Sales).   

With this new Amazon Ads feature, advertisers can now set budgets in advance using two rules for specific dates and shopping events.  

• Schedule-based rules - With this feature, advertisers can set budgets in advance for special events such as Prime Day or Christmas holidays. The rule will increase a campaign budget by the percentage that is specified during a date range set in the rule or during a selected special event.

• Performance-based rules - With this feature, advertisers can set rules to increase Sponsored Products campaign budgets only when campaigns meet a certain performance threshold using campaign performance metrics such as Advertising Cost of Sales (ACoS), Click-Through Rate (CTR), and Conversion Rate (CVR).  

 

Note: Campaigns must have a minimum daily budget of $10 to use the performance-based rules.   

New Amazon Ads Features in Sponsored Display   

Sponsored Display campaigns will be the biggest sensation in the Amazon world in 2022.  Amazon has been focusing on these campaigns in 2021, and that’s visible.   

The company has released many Sponsored Display campaign features, and it’s getting better results every day. It seems like 2021 was a test and warm-up period for the 2022 Sponsored Display popularity.     

With Sponsored Display campaigns, sellers can grow their business by reaching relevant audiences on and off Amazon. This type of campaign uses auto-generated display creatives that help inspire purchase and have the familiar Amazon look and feel. 

Based on the targeting options you choose, your ads can run on Amazon desktop and mobile, both on detail pages and across other Amazon pages. Your ads can be configured to reach audiences off Amazon across third-party publishers. They use brand safety tools to help deliver ads to trustworthy placements next to relevant content. When shoppers click on an ad, they are directed to a product detail page. 

Here are some of the Amazon Ads features released in the recent past:

• Sponsored Display custom image 

Before, this feature was available only for Sponsored Brands campaigns. Now you can add a Custom Image to Sponsored Display campaigns as well. These campaigns are more attractive to potential customers. There is a higher possibility of getting customers’ attention and consequently greater conversions.   

• Purchases remarketing  

The purchases remarketing strategy helps sellers engage audiences based on their historical purchase behaviors during a lookback period based on chosen criteria. With this type of Sponsored Display campaign, sellers can reach shoppers who purchased their products or other related products, product categories, brands, and other product features. The lookback period for views is extended up to 90 days, and the lookback period for purchase is extended to 365 days. 

• Bid optimization for vCPM (Cost per thousand Viewable Impressions or viewable CPM) and page visits 

Bid optimization strategies allow advertisers to specify their metrics for Sponsored Display to optimize against when bidding for impressions. Ads will be displayed depending on the chosen desired metrics. If a chosen metric is vCPM, bids will be optimized for driving more viewable impressions to help drive product awareness. Optimize for viewable impressions uses a cost per thousand viewable impressions (vCPM) model, where sellers pay per thousand impressions that shoppers viewed instead of per click. 

With this bid optimization strategy, relevant ads will be served to appropriate audiences to maximize reach while optimizing against frequency to help drive post-view engagement. These campaigns are more likely to have a higher viewable impression scale and lower click-through or conversion rates than other bid optimizations. 

Note: You should consider how high to set a bid when bidding. Within this type of campaign, the bid is higher than in other types of campaigns, so if you set a bid at less than $3, there is a chance that your ads may not lead to viewable impressions. 

• Sponsored Display portfolio  

Another handy feature within Sponsored Display campaigns is that, from now on, it’s possible to put this type of campaign in a portfolio. This way, all types of campaigns for a particular product can be located in one place. It significantly facilitates metrics tracking and gives a clearer picture of a product’s performance and success. 

Conclusion 

Driven by rapid changes in the eCommerce world, Amazon strives each day to improve and bring its business to a higher level. Amazon advertisers are accustomed to constant changes and innovations that help marketers and sellers scale their business. 

2021 was a year of significant changes on Amazon, including the platform’s appearance and the introduction of many new options for creating campaigns, tracking metrics, and optimization. All these changes will significantly improve business in 2022.  

New Amazon Ads features, such as Growth Opportunities, Budget Rules, and upgraded Sponsored Display campaigns, will significantly contribute to the growth and scaling of eCommerce brands. Advertisers will strongly focus on remarketing in 2022, and so should you.

Are you looking for a team of experienced PPC specialists ready to implement new Amazon Ads features and the latest marketing trends in your advertising strategy? Look no further! At Sellers Alley, we have what it takes to skyrocket your eCommerce business in 2022. Schedule a meeting with us to learn more! 

About the author

Tijana Bogdanović is a Senior PPC Specialist at Sellers Alley and has three years of experience in Amazon PPC. Ever since she joined the team, she has shown excellent leadership skills and willingness to learn and expand her knowledge. These attributes helped her develop further and achieve significant results with Sellers Alley. Her previous work experience with Google Ads enabled her to adapt to the Amazon world with ease.