I am trying to figure out if we should lower our Amazon advertising spend. How do you treat products advertised on Amazon? (If you're curious, see next tweet for what advertising on Amazon looks like)
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I'd argue the Amazon SERP is the least obvious / most organic feeling of any ad platforms' How incremental is the spend? Would imagine there's some cannibalization of your Amazon organic volume
Agreed. What's incremental mean lol. Yeah I agree it cannibalizes, but I'm not sure how much. We spent about $360k last two years so it's worth optimizing.
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incrementality in short is the marginal volume lift you get per marginal $ of ad spend. You can quantify it by pausing, lowering, and scaling various keywords you're bidding on and comparing the marginal decrease/increase Some data here: http://searchengineland.com/the-data-behind-incrementality-on-amazon-330294 …pic.twitter.com/VggK4ywq4I
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Thanks. In short, I don’t know. I haven’t tested.
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