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The machines are taking over! Judgement day is nigh! If, like us, you’re a fan of 80s sci-fi, you could be forgiven for feeling a bit twitchy about the AI revolution that is sweeping the globe. However, we’re here to tell you why you should stop worrying and love our new robotic overlords (well, in the context of Amazon Ads at least…)
Machines are better at some things than humans…
Amazon Advertising generates thousands of data points and signals every second, far too many for the humble human brain to process. Even if our intellectual capacity was such that we could make sense of this seething mass of information, there are only so many hours in a day to spend tweaking bids, harvesting keywords, changing budgets… the list goes on.
The key benefit of AI-based ad tech platforms is that they are able to process all of the data that advertising on Amazon generates and can automate the very manual process of making day-to-day optimisations on your account. In other words, they do all the donkey work, so you don’t have to.
For example, our ad tech partner Perpetua automates bid optimisation, keyword harvesting, negative keyword addition, and campaign budget adjustment, to name but a few. This amounts to tens of hours saved per week, and, unlike our feeble homo-sapien bodies, Perpetua doesn’t need to sleep it can continue to make data-based decisions 24 hours per day, seven days per week.
…and give humans the time to focus on the things they are good at
Our PPC specialists are experts in creating strategies to get the most efficient performance from Sponsored Products, Sponsored Brands and Sponsored Display campaigns. They’ve got tens of years and hundreds of clients worth of experience on what works well, what works less well, and how to squeeze every last drop out of efficiency from the investment our partner brands are putting into advertising.
No technology can replace this real-world experience, and that’s not what ad tech should be used for.
We think of ad tech as our super-capable assistant. As with any tool, it’s only as good as the hand that guides it. The ultimate outcome will depend on the time, effort and expertise that has been put into thinking about what we want to achieve and how we will achieve it.
Perpetua provides our ads experts with more levers to pull compared to managing ads manually, as well as more time to spend thinking about new strategies and tests to take ad performance to the next level.
For example, have you ever spent a couple of hours mindlessly clicking through Amazon listings with no real intent to buy anything in the early morning hours when you can’t get to sleep? Well, if so, it turns out that you’re not alone, and thousands of other insomniacs exhibit the same behaviour.
Using Perpetua’s Stream feature, our ad experts are able to see which hours of the day result in the highest conversion rates, and modify bids (or even pause ads) at certain times of the day using Day Parting to ensure that our clients are getting the maximum bang for their buck.
One Stop Shop
A customer actually buying your product is very likely to be just the final step in a long and complex purchase journey from brand awareness to product research to being in-market and ready to pull the trigger. It’s vital to engage with your customers at each stage of this journey to ensure that your brand is in the front of their minds when they finally decide to make a purchase.
Alongside Amazon’s Sponsored ads suite, you should consider using Amazon’s DSP (Demand Side Platform) to purchase display inventory across the web, tap into the power of reviews and social proof using Editorials; and drive traffic to your listing using off-Amazon advertising.
That’s a lot of platforms to keep track of.
Using an ad tech platform like Perpetua can bring all of those streams together into one place and allow you to plan and optimise your advertising activity across the entire marketing funnel.