tinuiti-2020年Q2亚马逊广告指标报告（英文）-2020.8-20页_1mb

Amazon Ads Benchmark Report Summary

Core Content

This report provides insights into the performance of Amazon advertising formats for Q2 2020, highlighting trends in spend, sales, clicks, and cost metrics. It also explores the impact of the pandemic on ad performance and the strategic importance of Prime Day for advertisers. The data is based on anonymized performance metrics from Tinuiti-managed Amazon ad campaigns, with a focus on the US market.

Main Points

Ad Console Performance

• Sponsored Products:

  • US spend growth accelerated to 28% YoY in Q2, following 24% growth in Q1.
  • Sales grew 37% YoY, outpacing spend growth.
  • Clicks increased by 49%, the strongest growth in seven quarters.
  • CPC declined by 14% in Q2 due to reduced competition in ad auctions.
  • Top of search placements accounted for 85% of conversions for Sponsored Brands, despite making up only 31% of impressions.
  • Top-of-search Sponsored Brands conversions are more likely to be same-SKU purchases.
  • Sponsored Products account for 88% of all Amazon ad spend (excluding DSP), with 11% attributed to Sponsored Brands and 1% to Sponsored Display.

• Sponsored Brands:

  • Spend rose 60% YoY, driven by an 84% increase in clicks.
  • Sales attributed to Sponsored Brands grew 79% YoY, with CPC declining by 13%.
  • Advertisers are leveraging custom imagery and video to improve campaign performance.
  • New-to-brand sales for Sponsored Brands were 68% for broad and phrase match types, indicating strong incremental sales potential.

• Sponsored Display:

  • Spend grew 66% QoQ, with sales more than doubling.
  • CPC fell by 5%, and clicks increased by 75%.
  • Amazon launched product targeting for Sponsored Display in April 2020, allowing advertisers to target based on shopper behavior and interests.

• Product Targeting:

  • Accounted for 8% of Sponsored Products spend and sales in Q2.
  • ASIN targeting made up 85% of Product Targeting spend, with additional filters available for refinement.
  • Advertisers use category targeting as well, though it is less common than ASIN targeting.

• Keyword Match Types:

  • Exact match keywords drive 45% of Sponsored Products keyword campaign sales and 38% of clicks.
  • Close match outperformed other automatic campaign match types in CTR and sales per click, with a 30% higher revenue per click than other types.
  • Broad and phrase match types are used to reach a wider audience and drive incremental sales, especially for new-to-brand customers.

• Conversion Window:

  • More than 75% of Sponsored Products sales occur within 24 hours of the ad click.
  • Advertisers with average order value over $50 saw 25% of sales occur more than a day after the click, compared to 22% for those with lower average order values.

• Demand-Side Platform (DSP):

  • DSP spend increased by 28% QoQ, marking the fifth consecutive quarter of growth.
  • CPM declined by 1%, following a 26% drop in Q1.
  • Amazon-owned inventory accounted for 54% of DSP spend, driving 67% of purchases.
  • Responsive eCommerce Creative (REC) made up 4% of DSP spend, offering flexibility and out-of-stock awareness.
  • New-to-brand purchase share was 56% for Q2, with the median at 75%.

• Prime Day Insights:

  • Prime Day 2019 saw 350% higher sales on the first day compared to the June daily average.
  • Sales during Prime Day outperformed Black Friday and Cyber Monday in several categories, including consumer electronics.
  • Advertisers ramped up DSP spend two weeks before the event and retargeted customers after the event.
  • Sponsored Brands are becoming an important part of Prime Day strategy, especially for brand building.

Key Information

• Spend Growth:

  • Sponsored Products: 28% YoY growth in Q2, 37% sales growth.
  • Sponsored Brands: 60% YoY growth, 79% sales growth.
  • Sponsored Display: 66% QoQ growth, 105% sales growth.
  • Amazon DSP: 28% QoQ growth, 29% increase in impressions.

• Performance Metrics:

  • CPC declined for all formats, with the most significant drop seen in Sponsored Products.
  • CTR was highest for exact match keywords and close match in automatic campaigns.
  • Sales per click was highest for close match and top-of-search placements.

• Strategic Tools:

  • Product Targeting is now available across all ad formats, enhancing campaign customization.
  • Responsive eCommerce Creative offers flexibility and out-of-stock filtering.
  • Custom imagery and video in Sponsored Brands allow for more effective messaging.

• Market Trends:

  • Pet supplies, health and personal care, and home and garden categories saw strong growth in Q2.
  • Sponsored Products remain the dominant ad format, accounting for 88% of spend.
  • Prime Day is a critical sales event, with strong performance in previous years.

• Methodology:

  • The report is based on anonymized data from Tinuiti-managed campaigns.
  • It reflects same-client growth, not the performance of all Amazon advertisers.

Summary of Ad Format Shares

• Sponsored Products: 88% of total spend (excluding DSP).
• Sponsored Brands: 11% of spend.
• Sponsored Display: 1% of spend.
• Amazon DSP: 12% of total spend (combined with Ad Console formats).

Conclusion

The report underscores the resilience and growth of Amazon advertising in Q2 2020, despite the challenges posed by the pandemic. Sponsored Products remain the most dominant format, while Sponsored Brands and DSP are gaining traction. Advertisers are leveraging new tools like Product Targeting and Responsive eCommerce Creative to optimize performance, and Prime Day continues to be a key event for driving sales. Understanding the nuances of keyword match types and ad placements is crucial for maximizing return on investment.