E-commerce advertisementOptimize the platformPerpetuaIn the near futureReleasedThe fourth quarter report of 2021,Collect and analyzeAmazonadvertisementTrends and indicators,For SellerDevelop advertising strategyReference provided。
becauseNovember and December are the peak holiday shopping season, plus the first class shopping festival of Heiwuhe, so for sellers,SectionfourThe quarter is the most competitive in the yearfierceQuarter of。Perpetua's report shows that Amazon sponsored display ads in the quarterCPCCompared with the third quarterincreaseHas20%，It is the fastest growing advertising type.
Although the advertising cost of Amazon increased in the fourth quarterClick through rate and return on advertising expenditurebutDecrease，such asThe click rate of sponsored display ads has dropped12%。howeverIt is worth noting that compared with the third quarter,AdvertisingClick conversion rateImproved13%。
"Advertising has proved to be an important part of this holiday, because consumers have increased their click on advertisingfrequency, while reducing the number of products they consider. Although the cost per click has increasedMore than 30%, but it brings relatively stable ROAS to advertisers。”Said Adam Epstein, president of Perpetua.
"It is also worth noting that in the fourth quarter, we saw more advertisers put their marketing budgetTurn to brand advertisingTo attract more new customers. We expect this to continue untilIn 2022, AmazontakeContinue throughDSP and OTT get more from advertisersincome。”
Perpetuaexpress,Amazon brand promotion advertising has become more and more effective in promoting sales, andCompared with the fourth quarter of 2020,Brand promotion inAttributable sales increased by 33% in the fourth quarter of 2021，Even more thanProduct promotion advertisement.
As a result, advertisers have shifted their budgets to brand promotion, and the spending on brand promotion increased in the fourth quarter39%。 New brandSales ofIncrease, up from the third quarter159%，
As more and more advertisers tend to use brand promotion videos to attract shoppers to buy their products, compared with the third quarterCPC and CPA decreased.
In the past year,CPCriseIt has always been the theme of Amazon advertising.This quarterCPC leveling off is an optimistic sign。
In addition, according toPerpetuaThe report data of shows that,BeautycategoryofCVR and CTROf all categorieshighestof：averageThe CVR was 43%, and the average CTR was 0.72%.