Marketing & AI
Amazon Is Taking On More of the Work Behind an Ad Campaign
A small business may have a good offer and little time to advertise it. Amazon is trying to help with that work.
Amazon’s new Ads Agent is designed to help advertisers plan, run and adjust campaigns. A business supplies its goals, budget and creative direction, and the platform takes on more of the work from there.
For a small team, that could make a difference. An owner may know the customers well and have something worth selling, but finding time to build a campaign and keep up with it is another matter. Help with that work could make an idea easier to try.
Amazon says Full-Funnel Campaigns is available to U.S. advertisers, with creative approved before launch. DVA+ is still in a limited U.S. beta, with an open beta planned for late October. Some additional chat features are coming later.
The useful test is whether a campaign brings in enough new business to cover its cost. A dashboard can credit an ad for an order from someone who was already going to buy. Comparing the report with actual orders and margins helps an owner make a better decision about spending more.
Starting with one affordable campaign gives a small team room to learn whether the help is worth paying for.
Sources: Amazon Ads Agent announcement; DVA+ rollout details.
Photo: Rifki Kurniawan / Unsplash, used under the Unsplash License. Cropped and resized for this article.