It is no longer a secret that shopping behavior on Amazon varies over the course of the day. This is the reason why the concept of “dayparting” became so famous in the Amazon PPC space, where advertisers began to modify their bids by the day & hours to maximize the performance of their Amazon PPC campaigns.
However, earlier there was no reliable source of hourly data that could validate if the dayparting or time-parting strategy was helping or hurting an advertiser.
But for all of the Amazon advertisers out there, we have some good news to share.
Amazon recently launched a new beta product called “Marketing stream” that delivers Amazon Ads campaign metrics and information to advertisers in almost real-time.
Want to know more about this newly launched Amazon Marketing stream? Let’s dive straight into it…
What is Amazon Marketing Stream?
Marketing stream is a newly launched product from Amazon which provides advertising campaign performance reporting by the hour of the day as opposed to daily.
Why Is This Important?
Amazon’s PPC campaign reporting has been always limited compared to its competitors like Google and Facebook ads. Calls to the Amazon Ads API were the only means by which advertisers could access daily performance and on-demand access to other campaign information
Advertisers who wanted more timely insights for their campaign used to manually pull this information by calling the Amazon Ads API multiple times a day, which obliviously led to usage challenges such as API throttling and limits on the number of API calls they can make in a day.
This approach used to also put the burden on the advertisers to compare new information with the existing ones to understand changes and draw insightful conclusions.
As Amazon tracked these API usage patterns, they knew that launching a product that provided ad campaign performance data at a very granular level will make absolute sense.
This is how “Amazon Marketing stream” came into existence.
Earlier Limitations with Amazon PPC Dayparting
As we discussed in our earlier Dayparting blog, the limitation with Amazon Ads until now was that unlike other platforms like Google Ads, Amazon didn’t provide the necessary data required for Dayparting. With the available reports, there was no way for an advertiser to know at which specific hour the ad was clicked which resulted in the order conversion. Even if all the orders were placed in the evening between 5 PM – 8 PM, that doesn’t mean the buyer clicked on the ad during the same time. It depends on the buyer’s shopping behaviors. In the absence of this data, it was almost impossible to have a fool-proof dayparting strategy that can guarantee success.
How Marketing Stream Addresses the Above Problem?
Marketing stream’s hourly performance metrics will provide intraday insights that advertisers can leverage to optimize their campaigns more effectively.
For instance; if you notice that one of your campaigns brings most of the sales at a very low CPC on weekends from 10:00 am to 3:00 pm, you may raise your bid during these selected hours on weekends to maximize the conversion potential.
Similarly, near real-time information such as budget consumption can help you quickly adjust your budget to make sure you don’t get out of budget in peak traffic hours. For instance, if you find that one of your top-performing campaigns is going out of budget before the day’s end, you can quickly increase the budget to maximize campaign performance.
Lastly, Amazon now provides accurate hourly search placement data. With this, you’ll be able to make better data-driven decisions on whether to increase or decrease the bid for top-of-search, and product page placements.
How to Start Using Marketing Stream Data?
As of now, the only way to access these data is through Amazon Ads API, which means you cannot directly see these data in your seller central or vendor central account.
But don’t worry!
We at Adbrew have been offering dayparting feature since the inception of our platform. With the release of Amazon Marketing Stream, Adbrew is now providing all the real-time campaign performance data in an easy-to-use dashboard.
As an Adbrew user, you can now easily check your campaign performance metrics like (sales, ACOS, CPC, and more) on a near real-time basis which will help you build schedule to increase or decrease bids for each hour of the day and day of the week.
Final Thought on Amazon Marketing Stream
At Adbrew, we firmly believe that Amazon advertisers and businesses can drive exponential growth using technology and data. With Amazon launching Marketing Stream, now businesses can leverage hourly data to draw real-time insights and make smarter decisions about their campaigns. Our customers now have a significant competitive edge as they leverage Adbrew’s integration with Amazon Marketing Stream to build extremely powerful strategies and thus react to the changing dynamics in near real-time.
Now, it’s your turn:
What are your thoughts on Amazon’s newly launched product? How do you plan to leverage this feature for your eCommerce campaigns? Let us know in the comments.