Merkle today launched an automated bidding solution for Amazon Sponsored Brand Ads. Merkle uses its API integration with Amazon in order to calculate and apply bids.
“We’re excited to launch one of the first-to-market automated bidding capabilities for Sponsored Brands across all Amazon advertisers and tech providers. Before this integration, efficiently bidding on these ad units required building numerous custom processes, because Amazon itself hasn’t provided bulk editing capabilities until recently. With this new bid technology, as Amazon media becomes more competitive, our teams can focus more on analyzing performance to identify new opportunities and take advantage of them more proactively on behalf of our clients, while also scaling the program effectively.”Todd Bowman, senior director of Amazon and eRetail at Merkle
Merkle says the bid technology allows precise and data-driven decisions as well as the ability to update bids up to 48 times per day, enabling marketers to fully capitalize on all available revenue opportunities.
The automated bidding solution for Amazon Sponsored Brand Ads uses clients’ KPIs as the primary input. Merkle uses machine learning to calculate a base bid and then employs insights from its analytic experts to enhance strategy and adjust bids according to signals from multiple platforms.
According to Merkle, clients have seen a sales-per-click increase of 18 percent, with additional results showing a 47 percent increase in click-through rate and a 62 percent decrease in advertising cost of sales (ACoS) since transitioning Sponsored Brand bidding to Merkle’s technology.