A new data-streaming tool called Amazon Marketing Stream (AMS) has just appeared in the realm of Amazon advertising. Advertisers may use AMS to quickly obtain fresh Amazon data sets, find in-depth intraday insights, get alerts when their campaigns change state, and use this information to create more effective continuing campaign optimization strategies. Amazon marketing stream data connector is still rather new, despite the fact that everything about it is intriguing.
What is the Operation of Amazon Marketing Stream
Instead of making numerous calls to the Advertising API throughout the day, Amazon Marketing Stream offers advertisers and partners real-time data delivery to their own AWS destinations. Amazon Marketing Stream “pushes” updates in real-time as opposed to the present practice of “pulling” report snapshots, giving you more regular and precise insights into the performance of your campaign. Instead of an API requesting data from a server, think of it as a push notification to your phone.
You may easily acquire and process these new ad data dimensions using Amazon Marketing Stream. By allowing consumers to make significantly fewer API calls to acquire the most recent data on their advertising efforts, it also helps save time and makes operations function more smoothly.
Amazon Marketing Stream’s Advantages
There are a number of cutting-edge advantages of using Amazon sponsored products ETL for your advertising efforts for your company:
Hourly performance metrics: As opposed to daily granularity, traffic and conversion data for Sponsored Products and Sponsored Display are summarized on an hourly basis. As a result, you will now be able to analyze how your campaigns perform according to the time of day and, using the appropriate tools, make adjustments based on the information to raise your KPIs.
Real-time perceptions increase the transparency of your advertising operations. Real-time data insights enable you to make data-driven decisions to distribute your ad spend and maximize your effect by allowing you to rapidly discover whether campaigns are within budget, those that have gone over budget, or are approaching that threshold.
Near real-time notifications about entity state changes and other events are made possible via the messaging feature of Amazon Marketing Stream. At the moment, messaging provides updates on budget usage and notifies users anytime a budget allocation changes by 5% or more. Future messaging is probably going to include alerts for things like bid recommendations, product eligibility, and other significant occurrences. The message tool is not as instantly helpful as the reporting feature, although being crucial to comprehend.
The hourly updates on traffic and conversions, as well as the necessary data elements for analytics, are all included in the Amazon Marketing Stream reporting for each advertiser. The data is processed rather than raw to give a more streamlined and comprehensive perspective of campaign performance.
Data on traffic and conversion for sponsored products
For campaigns including Sponsored Products, sp-conversion figures are presented according to the hour in which the attributed click occurred. Conversion data is accessible in daily, weekly, and monthly reports, with modifications allowed up to sixty days after the initial click.
Advertisement Signals
To give partners and advertisers access to performance information and updates on campaign changes every hour in virtually real-time, traffic is integrated globally for Sponsored Display. As a result, you can now obtain Sponsored Display KPIs for each hour of the day, including orders, clicks, new-to-brand sales, and attributable sales. To increase conversions, hourly views and clicks (vCPM) can even be found. The click, cost, and impression data for Sponsored Display campaigns make up the sd-traffic dataset.
Changing Offers
Instead of changing your bidding strategy once a day, you may do it using Amazon Marketing Stream by using past hourly traffic data. For instance, if you notice a spike in traffic for a particular term during a particular day and time window, you might increase your bid intensity during that period to improve the performance of your campaign. By raising your CPC bid, you might profit from high conversion rates at specific times of the day.
The opportunity to choose the ideal ad locations for their products is provided by AMS. It does this, for example, by looking at hourly performance data to determine which ad placements work best at particular times of the day.
Even further, AMS uses day-parting to analyze which placement/hour combinations are most effective, giving advertisers the ability to strategically change bids for the same budget by placement feature to increase impact. This therefore helps advertisers reach customers who are more receptive to their campaigns at the proper place and time by producing more effective advertising with reduced ACoS%.
Increasing Campaign Effectiveness
Gain real-time information for sophisticated optimization tactics by using hourly performance indicators. Consider raising bid amounts or controlling campaign spending to keep within budget at times when conversion rates are high, for example. The Sponsored Products performance indicators from Amazon Marketing Stream provide additional chances for campaign optimization, including targeting expression and ad placement combinations, enabling keyword optimization both by phrase and by placement.
When you have completed the necessary steps, you can register for an Amazon Advertising account and begin using AMS to better understand your advertising data. Working with a platform or a company that integrates this data for you is another method to use AMS. This alternative may be more practical and quicker than creating your own AMS integration from scratch. Integration technologies, such as Intent wise, assist in the analysis of AMS data and offer insights to enhance your advertising efforts.
