Campaign Optimization with Amazon Marketing Stream (AMS) Data

Amazon Marketing Stream (AMS) offers valuable use cases by providing real-time insights into performance data, allowing you to make informed adjustments to your advertising campaigns throughout the day. Till now, we had no such real time access to Amazon Ad statistics. AMS is the first chance for advertisers to get real time performance metrics with minimal delay.

With this data at your disposal, you can optimize your campaigns by analysing historical data by adjusting bids and budgets as needed. For instance, during high-traffic events like Prime Day, leveraging near real-time performance data enables you to adapt your bidding and budgeting strategies on the fly.Consequently, you can allocate your budget more efficiently, making the most of critical periods for your business, such as high-conversion hours with lower CPC.

Dynamic Budgeting

Moreover, Amazon Marketing Stream helps you maintain control over your budget by monitoring ad spend. You can adjust campaign budgets proactively to ensure you don’t exhaust your allocated funds prematurely. Conversely, if ad spend falls below your budget, you can take a more assertive approach with your bids to capitalize on untapped potential.

Day parting strategy

Implementing day parting strategies can significantly enhance the efficiency of ads on Amazon for both sellers and vendors. Day parting involves strategically switching on or pausing campaigns at specific times of the day to optimize ad performance. By default, PPC campaigns run continuously throughout the day, but with Marketing Stream’s hourly performance metrics, advertisers gain the ability to make timely adjustments to their bids and budgets.

Here’s how day parting strategies can be established using Amazon Marketing Stream:

1. Analyze Hourly Performance Metrics: Utilize the hourly performance data provided by Amazon Marketing Stream to identify patterns and trends in your ad campaign’s performance throughout the day. Pay close attention to key metrics like sales, clicks, conversions, and CPC for different hours.
2. Identify High-Converting Time Windows: Pinpoint the hours or time periods when your campaign generates the highest number of sales and conversions while maintaining a low CPC. These are the critical hours when your ads are most effective, and you want to capitalize on them.
3. Adjust Bids During Peak Hours: During the identified high-converting time windows, consider increasing your bids to ensure your ads remain competitive and visible. By bidding more aggressively during these hours, you can maximize the conversion rate and generate higher returns on your ad spend.
4. Optimize Budget Allocation: Allocate a larger portion of your daily budget to the high-converting time windows to make the most of the potential sales and conversions during these periods. Conversely, consider reducing the budget during less effective hours to avoid wasteful spending.
5. Pausing Campaigns During Low-Performing Hours: If your analysis reveals specific hours when your campaign consistently underperforms, consider pausing the ads during these periods. This will prevent unnecessary spending on less productive time windows.
6. Monitor and Refine: Continuously monitor the performance of your day parting strategies and make adjustments as needed. Consumer behaviour and market dynamics can change, so it’s essential to stay adaptive and refine your approach accordingly.

By effectively implementing dayparting strategies based on Amazon Marketing Stream’s hourly performance metrics, you can ensure that your ad campaigns are optimized to reach the right audience at the right time. This approach can lead to increased conversions, improved ROI, and a more efficient use of your advertising budget on the Amazon platform.

Sample query:

SELECT * 
FROM "amazon-marketing-stream"."sp-traffic" 
WHERE keyword_id = '12345678' AND time_window_start = '2023-07-24T08:00:00-08:00' 
ORDER BY day, hour DESC;

Sample output:

In this sample output, the query pulls traffic data for a specific keyword (keyword_id: 12345678) during the 8:00 hour on July 24, 2023. The data is sorted by day and hour in descending order. The columns provide information about the keyword’s performance, including the placement where the related product ad was shown (Detail Page on-Amazon), the number of clicks, impressions, and the amount spent during that hour.

By examining the metrics fields (Clicks, Impressions, Spend), you can observe the changes in data as the traffic is validated and corrected. This information allows advertisers to understand how their ads are performing during specific time windows and make data-driven decisions to optimize their advertising campaigns on Amazon.

For additional examples and to learn more, see the Amazon Marketing Stream data guide.

Conclusion

In conclusion, the introduction of Amazon Marketing Stream brings significant advantages to Amazon Sellers and Vendors by providing them with reliable and granular data for their advertising campaigns. The availability of hourly data empowers advertisers to implement dayparting strategies, optimizing their campaigns to run more efficiently and effectively.

With the help of Amazon Marketing Stream, advertisers can identify critical hours of the day when conversions are high and CPC is low, allowing them to capitalize on these peak periods. This level of detailed insight enables better decision-making and ensures that advertising campaigns stay within budget while maximizing returns on ad spend.

For those interested in leveraging Amazon Marketing Stream, further information and documentation can be found, offering step-by-step instructions on how to connect AWS applications to the datasets. This resource can serve as a valuable guide for advertisers looking to harness the power of real-time data to enhance their Amazon advertising efforts.