The Googlification Of Amazon Ads

It’s safe to say that Amazon Ads is somewhat behind its peers in terms of automations and AI solutions.

Lots of manual work is needed to plan, build, set up and optimise campaigns on their platforms IF you want to ensure strong results for your clients.

However, Amazon is making strides to alter this perception, with recent additions to the platform suggesting that the platform will be more automated over time. 

Those keen-eyed Amazon Specialists out there will have already noticed the new features, but if you haven’t noticed this already, then fear not, I’ll break this down for you. 

Here are the 3 ways in which Amazon is “Google-ifying” its ads product:

1. Creative Strength

Source: Amazon Ads

Ad strength has been a prominent feature on Google Ads for as long as I can remember; meanwhile, Amazon have only recently made this addition for Sponsored Brands campaigns.

The strength of your creative is graded based on the system outlined below:

Low: 1 headline, 1 to 2 images

Medium: 1 headline, 3 to 4 images

High: 1 headline, 5 images

Creative strength will be important for keeping CPCs optimal, low creative strength could cause increases in CPCs. 

This feature is only in a Beta phase for the time being, but it’s imperative that brands maintain pace with these changes to avoid rising advertising costs. Right now it is straightforward to get high creative strength, but Amazon will likely develop this feature; it’ll be interesting to see how Amazon develops this feature further.

2. Brand/Landing Page Related Keywords

Source: Amazon Ads

Those Google experts among you will have used dynamic search ads solutions for years, but another sign Amazon is trying to bridge the gap between their functionality and Google's is through the use of landing page/brand keyword matching.

This feature is available on both Sponsored Products and Sponsored Brands solutions, and it automates your keyword selection by ensuring your ads appear on keywords which are relevant to your brand.

This is another alternative to Auto campaigns for finding new keywords to grow your incremental volume.

3. Headline Optimisation

Source: Amazon Ads

Of the 3 Googlification of Amazon steps, this one is the most undeveloped method. Google Ads has the capability of creating headlines for your Google Ads, and Amazon is now trying to mimic this solution.

While Google creates headlines for you using AI, Amazon currently only offers the option for your headline to be “optimise”. They’re not providing the most detail and it is hard to assess the impact of leaving this box ticked. Nevertheless, Amazon are only just getting started with their optimised headline selection, I’ll look forward to seeing where they take this functionality.

So far, these are all rudimentary adaptations which all Ads specialists should be testing. 

From my personal experience, it remains unclear as to whether these tweaks bolster performance, however the same was said for PMAX campaigns on Google when they first launched and now they’re essential for many brands on Google Ads Campaigns.

Amazon is still in the early stages of their platform automations, however I look forward to learning more about their changes and adapting my campaigns accordingly.

Amazon Ads and Paid Media form a dynamic ecosystem that many brands struggle to manage effectively. At Ikay Media, we’re here to ensure your Digital Ads strategy drives results for your business. We’re currently providing brands with free audits, designed to pinpoint challenges and offer actionable solutions.

If you’re keen to learn more about how Ikay Media can drive your brand forward, please DM me on LinkedIN or email on adam@ikaymedia.com