Kaspien Holdings Inc. (NASDAQ: KSPN) (“Kaspien” or the “Company”), a leading growth platform for e-commerce marketplaces, has released a new feature in its Amazon PPC software, AdManager. This new feature enables AdManager software users to manage another type of campaign, Sponsored Brands Video, directly in AdManager.
By managing this type of ad in AdManager, and not just in Amazon’s advertising portal in Seller Central, advertisers can automate optimizations (including bid increase and decrease optimizations), add new high-conversion keywords from the search term report, and low-convert keywords as negative keywords. It also saves time for manual optimization by allowing users to adjust all keywords, ads, ad groups or campaigns at the same time from a central keyword table.
AdManager also improves the efficiency of Sponsored Brands video campaigns through a combination of value-based and rule-based bidding that enables more nuanced, precise and efficient optimization. Budget optimization can also be automated to ensure ads run throughout the day, an increasingly important aspect of campaign management as the cost-per-click continues to rise on Amazon.
Additionally, advertisers who manage Sponsored Brands video campaigns using Amazon Seller Central can only view campaign performance data for the last 90 days. In order to retain access to historical data beyond 90 days, advertisers must export the data. AdManager solves these problems by not only collecting data about the campaign’s runtime, but also by presenting it in a central location so that users can easily evaluate campaign performance and make strategic improvements.
The Kaspien advertising team found that the eye-catching nature of Sponsored Brands video ads allows them to highlight the unique selling point of the products better than any other type of ad on Amazon. According to Biteable, viewers retain 95% of a message while watching a video compared to just 10% of that message when reading in-text, underscoring the power behind video ads.
Kaspien’s in-house advertising team has been managing sponsored brand videos for customers since 2020 and achieved average advertising costs (ACOS) of 11% for sponsored brand videos.
Kaspien’s AdManager recently won MarTech’s Breakthrough Award 2021 in the Marketing Automation Innovation category. The mission of the MarTech Breakthrough Awards is to honor excellence and recognize innovation, hard work, and success in a number of marketing, sales, and advertising technology-related categories including Marketing Automation, Market Research and Customer Experience, AdTech, SalesTech, Marketing Analysis, Content – and social marketing, mobile marketing and many more. This year’s program drew more than 2,850 nominations from over 17 different countries around the world. Read the full announcement of the award here.
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