Consolidate for Scale or Stay On the Sidelines

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Given the way COVID has forced many brands to shift and scale their ecommerce strategies to meet changing shopper behaviors, it’s become exponentially more difficult to manage digital campaigns when systems and data are disparate.

For brands looking to manage ecommerce campaigns at scale on Amazon, it’s critical they have the visibility to dive deep into their data and the ability to translate those insights into automated, smart programs that can grow at scale. Without a unified “one stop shop” advertising solution to manage these complex motions, myriad challenges around coordination, scale, adaptability, etc. become obvious to name a few.

While the ideal functionality to bring a robust, agile ecommerce management solution to market is subjective, there are several key components we feel are necessary to enable the kind of insights, scale and flexibility needed to adapt and succeed on the ever-evolving Amazon marketplace. In a perfect 2021, post-Covid world, we see the following features as somewhere between table stakes and market-leaders in terms of their ability to complement each other in the pursuit of meeting and exceeding the dynamic demands of the shifting ecommerce landscape.

Automated bidding, the ability to infuse a brand’s best practices and logic from historical data insights into ecommerce ad placements automatically, has increasingly become a must. Increasing or decreasing a campaign’s bids at speed and scale needs to meet the ever-changing pace of business on Amazon. Manual oversight and operations cannot match the competitive output of a rival brand leveraging smart logic and automation at scale. In the sink or swim cutthroat reality of the Amazon marketplace, this bidding functionality shouldn’t be ignored moving forward.

While nothing new to progressive ecommerce vendors, the freedom and flexibility to finely tune a specific ad’s exposure down to granular windows of time is paramount for driving optimized campaign metrics. When every dollar counts, day parting ensures a brand has the ability to schedule around patterns of visibility that make the most sense for a given ad at any point in time. Generic strategies and copy and paste ad windows should go the way of the Dodo bird. Every ad is unique and deserves its own time and place in the sun. Treat each ad accordingly or waste your ad spend, it’s that simple.

Wrapping the automated bidding, tuning and scheduling together is a comprehensive view of performance data across a wide range of sources to quickly understand all the variables impacting a product’s sales. It’s one thing to have data, but it’s quite another to have easily consumable data that distills comprehensive sources into actionable strategies. What good is a terabyte of key metrics if we cannot adjust and adapt our campaigns at the speed of business? A holistic view into the various levers making our campaigns work or not work is paramount. So is the ability to draw the necessary correlations to course correct as needed for success.

There are ways to do this, but it isn’t easy. For a better idea of how your team can consolidate all the above into winning strategies at scale, please reach out to our team of Amazon specialists.

About John Hieger

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