In this episode of the Pattern Accelerate mini-series, Destaney and Gabi discuss the changes in Amazon advertising, highlighting the increasing cost per click (CPC) and the need for brands to create demand rather than just capturing it. They emphasize the importance of a multi-channel approach, utilizing off-platform advertising and brand building to influence the customer journey before they even search on Amazon. The conversation covers Amazon's prioritization of driving traffic from various sources, the impact of advertising on sales across different channels, and the significance of top-of-search placements. They also delve into audience targeting through Amazon Marketing Cloud (AMC), enabling brands to connect with specific customer segments and optimize their advertising spend, and advise brands to educate themselves and choose the right partners to navigate the complexities of Amazon advertising effectively.
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