Have you ever noticed ads popping up everywhere, from emails to TV shows and online shopping? They all work together to influence our purchasing decisions, but it's important to know which ones are actually effective.
That's where marketing attribution models come in—they help measure and improve the different ads that lead to sales. It's like following the breadcrumbs to the ultimate goal: the sale.
One tool that can help with this is Amazon Attribution.
In this blog, we’ll explore the key features of the Amazon Attribution tool, its benefits, and how you can maximize this tool to gain valuable insights and improve your advertising strategies. Let’s get to it!
What is Amazon Attribution?
While Amazon Marketing Services can advertise your brand and products on various sections of Amazon leading to more potential customers, increased consideration, and boosted sales, other non-Amazon touchpoints also play a significant role in your customers' shopping journey and overall marketing strategy.
With Amazon Attribution, you can gain a comprehensive understanding of how your ads on different platforms are influencing your sales, providing you with a more complete picture of how your advertising efforts are impacting your business.
It's a handy tool for brands like yours to measure the impact of your advertising campaigns outside of Amazon. By tracking the performance of your advertising campaigns on non-Amazon touchpoints in external platforms such as Facebook, Instagram, or Google Ads, you can gain valuable data that can help you make informed decisions and optimize your advertising strategies.
Non-Amazon touchpoints that Amazon Attribution can track and analyze include:
- Search Ads
- Social Media Ads
- Display Ads
- Video Ads
- Third Party Affiliate Marketing
What’s in it for your Business?
Amazon Attribution offers valuable insights to help grow your business on Amazon through the following ways:
- Understand how off-Amazon marketing campaigns drive discovery, consideration, and conversions on Amazon.
- Identify new opportunities to re-market, cross-sell, and promote products by analyzing which products customers purchase after clicking through non-Amazon campaigns.
- Test creatives, messages, publishers, and strategies to determine the most effective marketing tactics.
- Optimize campaigns in real-time to maximize impact.
- Learn about your customers by using Amazon Attribution tags in social media posts.
- Redefine and remarket to audiences who have clicked on non-Amazon ads and explored your Store’s product pages with Sponsored Display.
What are Amazon Attribution Tags?
Amazon Attribution measures ad impact using attribution tags. These tags are placed in the final destination URL of non-Amazon ads, and they contain URL parameters that help Amazon Attribution connect future activity to the original ad click.
To understand these tags better, let’s go over this simple step-by-step guide on how to start creating your Amazon Attribution campaign.
How to get Started?
Step 1. Activate your Amazon Attribution account: Go to the Amazon Attribution website and sign up for an account. You will need to have an Amazon Brand Registry account to use Amazon Attribution.
Step 2. Log in to your Amazon Attribution account: Once you have activated your account, log in to Amazon Attribution using your Amazon Brand Registry credentials.
Step 3. Add products: In your Amazon Attribution account, select "Add Product" and enter the product details you want to track.
Step 4. Generate a tag: Once you have added a product, generate a unique tracking tag for each channel or campaign you use to drive traffic to your product. For example, if you use Facebook Ads, you will need to create a unique tracking tag for that specific link. Amazon Attribution will provide a tracking tag that you can use for each channel or campaign.
Step 5. Repeat step 4: Repeat the process of generating a unique tracking tag for each channel or campaign you use for each product you add to Amazon Attribution.
That's it! Once you have added your products and generated tracking tags for each channel or campaign, you can start tracking and analyzing your marketing efforts across different channels and campaigns.
Remember to always check your advertising performance and use that information to improve your campaigns. Here are some tips to maximize the Amazon Attribution tool:
- Create a campaign for each measurement goal or objective.
- Build separate ad groups for different strategies or tactics (e.g. awareness, purchase, consideration).
- Choose the click-through URL based on your goal (e.g. product detail page, Store on Amazon).
- Create multiple attribution tags for each campaign to measure different tactics or creatives.
- Use the bulk upload feature to tag and measure a large number of keywords or ads.
- Check campaigns after two days and optimize weekly.
- Enroll in the Brand Referral Bonus program to earn a bonus on sales driven by non-Amazon marketing efforts measured by Amazon Attribution.
Real-World Success with Ampd: $34,057 Revenue in 2 Months
Ampd is an easy-to-use technology that helps businesses like yours to quickly launch expert Google Ads to Amazon campaigns. It also applies Amazon Attribution and the Brand Referral Bonus automatically.
One such brand is Activ Life whose goal was to better understand how their non-Amazon paid search ads were impacting the shopping journey in Amazon’s store.
Ampd's integration with Amazon Ads API allows access to Amazon Attribution data on purchases and advertising costs. Ampd recommended non-Amazon search campaigns for Activ Life, based on their Sponsored Products keywords performance. Activ Life easily set up these campaigns with Amazon Attribution measurement on Ampd's dashboard. With Amazon Attribution integration, Activ Life identified the most efficient keywords and optimized ad spend, scaling up for top-performing keywords.
Ampd's expertise helped Activ Life get valuable insights about their non-Amazon search ads. They used these insights to optimize their ad spend and generated $34,057 in additional revenue over two months.You can read the details of Amazon’s case study here.
"Leading up to the 2021 holiday peak period, we were able to generate a large volume of sales ($34k above our target incremental revenue) with a profitable ACOS across our top-performing non-Amazon keywords. Because of how fast we received Amazon Attribution insights, through Ampd’s Amazon Ads API integration, we were able to drive ad optimizations every few days, which helped us drive successful outcomes. Ampd’s tool made it extremely easy to set up and optimize campaigns."
— Trevor Gaves, General Manager, Activ Life