Sabina Warren
Sr. Product Marketing Manager @ Skai
With the meteoric rise of ecommerce driven by COVID-19, brands must now focus on the online sales channel much more quickly than they had in the past. Industry pundits predicted that brands had almost five years before the world reached this point, but of course, things change rapidly during a pandemic. Getting the right measurement in place—such as tracking the impact of your Microsoft Advertising on your Amazon sales is a critical piece of the puzzle.
One of the emerging insights that brands are starting to realize from this new prioritization is that the online channel is much different than offline. Pre-pandemic, it was “online and offline.” But, now that online is more important, online is not just a simple, single sales channel.
Online selling is apps. It’s online transactions to offline fulfillment. It’s social commerce. It’s search shopping campaigns. It’s selling direct-to-consumers on your own site. And it’s also a growing number of online retailers.
With the realization that the online channel is much more complex than they ever thought, brands are increasingly trying to de-silo their online sales channels and approach marketing in what we here at Skai call connected commerce to enable a seamless sales strategy across channels, publishers, and technologies—wherever the customer wishes to transact.
One of the chief tenets of connected commerce is that connected channels require connected data for brand marketers to truly understand their go-to-market operations holistically.
Microsoft Advertising + Amazon Advertising = Better Connected Commerce, But Needs Integrated Insights
Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon Advertising impacts shopping activity and sales performance on Amazon.com. Without these insights, marketers don’t have the necessary data to optimize their programs. For example, maybe a Microsoft Advertising customer can optimize their ads pointing to Amazon based on systemic metrics such as cost—such as lowering their average Cost-per-click—but that’s it.
Of course, the cheapest traffic isn’t always the best traffic. Consider this simple example: a Microsoft Advertising customer has two campaigns driving to Amazon; one has an average CPC of $1, and the other has an average CPC of $2. Without insight into how these two campaigns actually drive sales on Amazon.com, the marketer may reduce their investment into the $2 CPC campaign because the $1 CPC campaign offers twice as much traffic for the same cost as the other.
But what if in reality, the $2 CPC campaign converted much higher than the other and with a much higher average order size?
That would mean that the decision to remove budget from the $2 CPC campaign and invest more in the $1 CPC campaign was actually wrong and negatively impacted the total ROI of the program?
This is why Amazon Attribution is such an essential connection between Microsoft Advertising and Amazon.
In terms of a connected commerce solution, it’s absolutely vital!
Microsoft Search Tracked with Amazon Attribution using Skai Search get two added benefits
Skai’s Amazon Attribution support empowers advertisers to measure the impact of their Microsoft search campaigns on Amazon product performance and optimize for the best results. This opens up a new world of cross-channel measurement and optimization critical to managing these types of connected commerce programs.
Skai search customers who want to use Amazon Attribution will experience two valuable benefits:
- A holistic view of performance. Skai’s product grid can show your search campaigns from Microsoft and Google on a single screen. This enables marketers to quickly identify which campaigns and ads are performing and which tactics are driving those results and take action and optimize your campaigns immediately, in bulk, within just a few clicks.
- Automated setup. A direct Amazon Attribution setup is very manual. There are a lot of little things to manage to make it work properly. Skai Search has a self-serve, highly automated Amazon Attribution set up to make the solution easy and quick to deploy and scale.
Before the all-important Q4 holiday shopping season, get your Microsoft Advertising search campaigns integrated with Amazon Attribution. Skai offers an easy, self-service option to make this happen.
Put your measurement in place to track the impact of Microsoft Advertising on your Amazon sales with Skai before the holiday season begins
For the last 15+ years, Skai search has been a platform leader offering best-in-class automation, workflow efficiencies, and bid optimization. In the next era of search engine marketing, we believe that the competitive edge search marketers need will be centered on intelligence such as Amazon Attribution to fuel insight-driven decision-making for performance gains.
Contact us today to schedule a brief demo to learn more about how Skai Search can enhance your Microsoft Advertising campaign management approach and arm your team with data, insights, and other best-in-class features.
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