UnBox Reveals Amazon Ad Secrets to Transform Your PPC

UnBox Reveals Amazon Ad Secrets to Transform Your PPC Speaker 1: What's going on, Badger Nation? Welcome to The PPC Den podcast, the world's first and longest-running show all about how to make your Amazon advertising life a little bit easier and a little bit more profitable. Today on the show, we have Mansour from Incrementum Digital. He's back on the show, and we've got about 10 updates ranked for you on Amazon advertising. There's always a million and one things to do with Amazon advertising, but I feel like one thing that a lot of brands and sellers struggle with is prioritization. So not only are we going to cover the updates, but we're also going to rank them on a scale of 1 to 10 for you with predictions as to how much this will impact your performance over the next 12 months. So let's jump into it. Some really cool, exciting updates. We talk about what to do, macro trends, as well as that prioritize list. Let's jump into it. Coming to you from Incrementum Digitals HQ, Mansour, welcome back to the show. Great to have you. Speaker 2: Great to be here. Thank you so much. It's always fun to be here and talk some Amazon advertising. Speaker 1: Yeah, the episodes that we've done together, thousands of views. It's always so great learning something new from you. So I so very much appreciate that. I know the good people out there of Badger Nation also appreciate it. How has, you know, we're sort of rounding out 2025, looking ahead towards 2026. How has your year gone for you so far? Was this an easier year than 2024 for you? A more challenging year for you? Speaker 2: I would say Q1 and maybe mid Q2 was tougher. We didn't see the growth that we expected for our clients. But after that, then Things started picking up and we are seeing, we had a great year for most of our clients, but before that, as I mentioned, it was tough. Speaker 1: Do you, do you, how did you navigate that? Cause I will say that I think that's generally universally true that quarter one, quarter two of 2025 was a little tough, tougher than years past. How have you sort of, how did you navigate that time? Speaker 2: Well, great question. The thing is that for us, when something is happening and we don't see growth for our clients, there are two things. Either we are not doing a good job and that's just that specific client, or it's the markets. When it's market, we have the signals. There are different product opportunities for category insights. So we go there to see what's happening to the category. When we start from there and then we go to that data, at least we have the answer that, okay, it's not that we are not doing good. It's just the market. But then the next approach is that, okay, sure, it's the market, but how we could do better compared to the market. I feel like it becomes easier when the clients know that it's the market. Speaker 1: That was a big part of my first half of the year too. It was like working that flowchart. Okay, like sales are not where we want them to be year over year. Let's take a look at like total search volume. Let's take a look at what the market is doing. All of those things. And then it can help you reframe your goals of just like, well, Can our market share change despite a lower sales volume year over year or something like that? But yes, that was very much true. And yes, the pattern that you described where the first half of the year was a little tougher and then it sort of got easier as time went on. I think that I'd mirror that experience too. So that's great. Onward and upward to 2026. And what a great Skillshare. Just in general, we've done episodes before looking at the Product Opportunity Explorer because it helps you track overall conversion rate and overall search volume and search query data and all these different things can help you piece that story together. And I would say that's been a macro trend, I think, in the world of any digital marketing, especially true on Amazon, which is, hey, I spend all of my time in the PPC console or, hey, I'm just here to do marketing or whatever. And it's like, I'm also going to glance at what the overall market is doing to be able to tell the full story. You know, results get better, look at the market, compare how the market results get worse, look at the market, like always compare it to the market. Speaker 2: I agree. And I think the PPC, Amazon Advertising Managers, Amazon Advertising Managers, they didn't used to do it before. Even for me, it was very tough to check this before Amazon gives you all these data. Now, we have all of these data points. It is very, very easy. There are three, four different tools that you could check that from different places from Amazon in keyword level, what is happening, category level. So Amazon, thanks to Amazon, they had made it very easy without any third-party tools just to understand what's happening in the market. Speaker 1: That's right. Multiple decades after Google tells you to search volume for keywords, Amazon's like, you know, we can do that too. So thank you, Amazon. I appreciate it. Speaking of updates, part of the world of marketing on Amazon is, of course, knowing what updates there are. And, you know, we're recording this in late 2025, so UnBox has happened. And I think it's worth sort of digging into some of these new updates. And you have a cool slide deck that we can run through, talk about what some of these updates mean, talk about, you know, both activities to do with this information, as well as maybe some commentary on like the direction of Amazon Marketing as well. So thanks so much for putting this slide deck together. It was, you first went through some of these things on your YouTube channel. So thanks so much for coming over here to AdBadger's channel and also sharing this info. It's great info. Let's dig into it. Speaker 2: Yeah, let's do it because I think we are getting into a new era of Amazon advertising also. So, we got to explore and see what's happening. Most of the, I would say pretty much all of them are from Unbox and to good extent- Did you go this year? And no, I didn't. I didn't. And to good extent, they have implemented and they are live for most of the account. Some of them are not, which I mentioned which ones are, which ones are not. So first update. Finally, Amazon has a unified ad console, meaning DSP and sponsored ads will be in one console instead of you going into different consoles to see sponsored ad DSP. So everything will be in one place. Of course, you have the filters to see DSP, to see sponsored ads. And on the top, as you can see, you have these easily quick access to different ad types. And this plus button that you see, and I'm sure you see in your ads, when you click, it's going to say what ad types you want to generate. Is it a sponsored product, brand, or DSP, etc. So that is it. And plus, This AI search, which is here, it's going to help you to search your campaign with any metrics, any KPIs, any data that you are looking for. So the AI here is not necessarily new. I think it has been there for more than a month, but that is going to search for all your DSP and sponsor that. Speaker 1: And I think we could add some flavor to this episode too, which is, can you rate this update in terms of impact to performance on a scale of 1 to 10? 10 being it's absolutely positively going to give you some gains, whereas a score of 1 would be it will not impact performance. How would you rate this on a scale of 1 to 10? Speaker 2: I would rate it five because the impact in performance won't be that much, but I'm giving a higher rate. The reason is that when you have everything in one place, now you can see, okay, what's my total spend? What's my total sales? Usually what happens for us is that our DSP manager is different from Amazon. And it is, then you have this disconnect of, okay, I'm running a sponsor that here's what's happening. They communicate what would be the budget, but it's good to have one unified dashboard to see all the information in one place. Speaker 1: I agree. I think that it's actually a little known fact that if you have to switch screens, it actually, there's some kind of like mental hurdle that happens for people where it's just like, So, you're either not going to check it as much or it's not going to be as important or you have this fragmented view of things. So, I think data unification is key. That's something that we think a lot about here internally, which is like, hey, when you're doing your advertising on your PPC, imagine if you also knew the organic ranking of this keyword with this product combo at the same time. So, I think in general, data unification is a big win. I do think that it makes management and optimization easier. So, I agree with that. So this is great. So unifying DSP Amazon ads all into one console. That was our first update. Speaker 2: Next one. We have a new powerful reporting. This is very interesting that now, we had this in DSV, this type of reporting that, by the way, it's not going to be a dashboard. So you select your dimensions and you select your metrics that you want. And then Amazon gives you like the other reports. It's going to take some time to generate it. And you can download also, you could get email. But the difference now is that first of all, you could go 15 months back as far as I know, daily reports that you know for search term for many reports, we couldn't go that far back. But with this report, we could do. And also the good thing is that now any metrics that you want, any ad types, any metrics, there is one report that you could upload all of them instead of just going, just give me a sponsored ad, this report, the sponsored product, this report. So everything is consolidated here based on the type of report you want, you could generate. In terms of metrics, I don't think, no, there is, I haven't seen, honestly, I haven't explored in detail to see if there's anything new or not, but so far I haven't seen anything new in the report. Speaker 1: Scale of 1 to 10, how much do you think this will impact your performance over the next 12 months? Speaker 2: I would give it a seven because I feel like we have more dimensions that maybe we didn't have before, how to see the metrics. Since I haven't dived deep into this to say, okay, like Michael, we didn't see this report before to see the spin for this specific dimension, but now we have it. So I'll give it a seven. We will see later when we dive deeper what happens there. Speaker 1: Yeah, I can see a workflow where you are looking at a campaign and then sort of, you're looking at it, you're navigating around and then you have this question of like, what has this done over some time period? What are some additional metrics about this thing that I'm looking at? Maybe it's a product or a keyword or a campaign or something. And then be able to go here and pull some deeper data than maybe even used to or data that was in several different reports. I think that, again, data unification is always helpful. And anything you can do to speed up the optimization and allow you to make more informed optimization decisions is always going to be of the manager's benefit for sure. Speaker 2: Yeah. Next, we have Ads Agent. So it's an agentic assistant that helps you build campaigns, optimize campaigns, but for as of now, it's only DSP. Speaker 1: So it's not in there. Yeah, like read through some of that conversation if you can see that on your screen, like the ads agent is saying something and then the user's responding. Can you read some of that dialogue? Speaker 2: So, yes, right now the ad agent is saying, hi Jane, I'm an AI agent for Amazon Ads. I can help you with your media planning and campaign creation. So upload media plan, it's going to say that the user says, I'm going to upload the media plan. The ads agent says, great, upload your media plan and I can create custom campaigns and ad groups. You can also share your preferred structure. For instance, one campaign with 12 ad groups. So the user uploads that file. I want to create two campaigns with six ad groups, three ad groups, Now, here's the thing. This Excel file that this person has uploaded has the detail of the information, the campaign, the structure, the spend. So they are giving that pretty much how they want the campaign to be. And this is for DSV, right? I'm sure it's going to show up for soon. They will be released for a sponsored ad and you could see how good it is. But it could, apart from this creation, you could ask for optimization. You could ask questions about the campaigns as well. Speaker 1: I was talking to Brent from now CellarPlex and He posted this screencap of the ads agent with like the title of, Are We Cooked? Meaning, is an Amazon marketing professional someone that helps brands with their marketing? Are they going to become redundant because someone can just come here and like ask questions and manage their campaigns via chat? And how would you respond to that question? Is this going to make Amazon agencies redundant? Speaker 2: Well, at this point, I could say for sure no. In the future, I think no matter what, you still need a strategy that could be on top of the account and strategize your account. I don't think the agencies or ad strategies will go away, but they will have a better tool. And maybe the number of people who need to work on an account is going to be less instead of few people. One person could even manage one account or in one account, just one person will be more than enough, no matter how big it is. But I don't think the agencies or ad managers, not agencies, will go away because You still need the human behind the scene to give the strategy, to think through with the agent to create the strategy. Speaker 1: You know what my response to Brent was? It was this exact thing, which is like talk to your ad campaigns, has existed in Google Ads for almost a year now. And like, you haven't really heard about it. Like, it actually didn't get used very much. And I think, like, it's always interesting, like, who, like, I think, like, the future of any computer, like, any program anywhere is going to be more about, like, natural language instead of, like, typing in a word. Or, like, you want to search on Zillow and, like, you just tell it verbally or you type like, hey, I want to buy a house. You're actually typing a sentence like you would type to a human and then it will interpret it and it will formulate the query for you. And I think that in general is going to become more and more popular on any computer interface anywhere. So I think the trend It's definitely a macro trend to pay attention to. And then I also think like, well, what does that do for like PPC optimization? Like the previous update was using like a drag and drop builder to get even more data so that like a human could analyze or maybe like your AI partner would analyze with you. And then like you're still looking at it and still making decisions and then like deciding what to do based on company goals and all those things. It's interesting. That the platform is the interface. Meaning, I think a lot of people know this, which is like Amazon has goals, brands have goals. There is a center of that Venn diagram, but it's not completely overlapped. Meaning like Amazon has some slightly different goals than maybe individual advertisers. And it's like, how well will brands be able to advocate for themselves in this interface where it's like, It's sort of common knowledge that you might get on the phone with a rep for any platform. This is not unique to Amazon. For any platform, Meta or Google, and then they might like sort of nudge you in a direction. That, you know, maybe will give you more visibility and you're really looking for direct response ROAS. So it's always like, it's sort of worth, I just wanted to, I don't know. I always feel like it's good to be a little critical. Yeah. Speaker 2: Yeah, no, no. I'll give you two examples. One is that going to Amazon REST automation, we had an interview. We are looking for managers. We had an interview with one person that used to work with Amazon. He works with Amazon and he helps the brands with optimization, creating campaign. We asked one question and after that, you're like, okay, great. Speaker 1: What was the question? What was it? Speaker 2: How do you do your keyword research? The question was that, the answer was that I go to listing, I look at the keywords and based on that, I come up with the keywords. I run auto campaign. I come up with the keywords. I'm like, How are you helping brands when you even don't know how to do a keyword research? Who goes to listing just based on the listings starts coming up with a keyword? So that's it. I'm just telling that we didn't even pass that basic part to go to campaign creation. The second is that Amazon behind the scene, whatever they do, even now, the strategies that we have or it's in the industry is totally different from Amazon. So to your point, I agree that how do we know these agents will implement our strategy? So that's why I think there should be strategies behind the scene. But yeah, implementation and reporting and everything will be with the agent, but the thought process will be managers. Speaker 1: Yeah, exactly. So yeah, so let's get your rating. So, so far we had a five, a seven, and how would you rate this one? Next 12 months only, next 12 months. Speaker 2: Next 12 months only? Speaker 1: Yeah. Speaker 2: In next 12 months only, I would give it a five. I don't think it's going to make a big difference. Speaker 1: Got it. Thank you. Speaker 2: Yeah. The next one is in AMC. Now we have this ads assistant in Amazon Marketing Cloud that you ask questions and it's going to help you with creating the queries, which it is. It's pretty good because creating one of the One of the challenges with working with Amazon Marketing Cloud is that yes, you have this all ready templates, but as soon as you want to get out of that, you want something custom, you get into trouble because you need SQL. If you don't know that, you can't create it, but this ad assistant helps you with that. I have been testing a few things. It's really slow. It takes a long time to answer you, but it is a good start to make sure that, okay, you have any questions that you have. It's going to create a query, give you the query, and you could work your way from there. So it is AI in the Amazon Marketing Cloud. We had for audience creation, we already have it, I would say. Speaker 1: I would say the audience SQL generator, that little box on the left side of the center of the screen on the left side of the screen cap, that's probably one of the What is the best, most reliable natural language to code things I've ever used? Like it's that audience SQL generator I feel like is really, really good. And I would advise anyone who feels intimidated by AMC to actually like Take a deep breath, go use that little box on the left. I haven't used the box on the right, but the box on the left, I feel like doesn't miss, like it very rarely misses, which I feel like you go to, you know, ChatGPT and you ask something. Everyone's like, you might look at it half the time and be like, ah, I don't like the way that they wrote this email even, but that SQL generator, I feel like was well-trained on their data set. Yeah. Speaker 2: No, I agree. That is very good. Yes. I'm a creator. It's pretty good and to the point. There have been cases that I needed to change it, but in most cases, 9% of the time it is good. Speaker 1: And if you were to go do it today, would you use the chatbot or the box on the left? Speaker 2: For audience, I will use the box. The chatbot is very slow. And I think that probably for insights, I would go there for the insight creation. I got to test a few things to see how good it is for any insight that you want, giving the query, but yeah. Speaker 1: Awesome. So I guess this update specifically is the chatbot. Scale of one to 10, how impactful do you think it's going to be on performance in the next 12 months? Speaker 2: In performance, I would say six, six to seven. It gives you the insights. It's just, it's going to, the question will be that how good will you be to get these insights implemented to get a better performance? Speaker 1: Awesome. Speaker 2: Okay, we are getting to some good stuff now. Next, we have Sponsor Brand Reserve Share of Voice. So I'll read what we have here. A new way to pre-purchase top-of-search placements for branded searches at a fixed upfront price. Speaker 1: Very unique. Speaker 2: It is. So what happens when you create a sponsor brand campaigns? There is this new goal next to Drive Page Visits and Grow Brand Impressions. The new goal is Reverb Share of Voice. And what it does is that when you go with that, you are telling Amazon that you are paying some fixed money, which Amazon gives you the estimate, how much it is. To make sure you are 100% of the time guaranteed to take the top of the search placement for headline ads. Speaker 1: Right. Speaker 2: Now, Now, in terms of how this works, I have gone through this. Then you click that. Amazon is going to give you a list of your branded terms. You could add any term, or usually I'm like, okay, if I want to add, I'll go for all of my branded terms. So you could be very specific in what terms you want to add, or you could add all of your branded search terms. Next, when you apply that, Amazon will give you a pricing for any time period that you want. It is 10 days, it is a month, it is a year, whatever your time period is. Based on that, Amazon will give you a pricing. The minimum is $6,000. Let's say you select three days and Amazon says that, okay, just this one is 200 bucks. So you got to extend your timeline to at least get to 6,000 budget. So that's the minimum of the budget. And when you click on that, then Amazon gives you option. You want to put the Sponsor brand product collection. Do you want to do the video sponsor brand video ads or store spotlight? So after this step, you select which ad type in terms of each of your sponsor brand you want to show up there. You could create different ad groups, maybe for some keywords you say sponsor brand video, some keywords you might say product collection ads. Yeah, that's pretty much it. And one more point I would say, When it came out, it was on beta, I think three weeks ago. I just saw it for one account. I just said something. I selected all the branded terms. So it gave me a price of, let's say, $10,000. Amazon told me if to guarantee to get the top of search, it's going to be $10,000. I took a different approach. I said, okay, let me get my sponsored brand search term report. So I downloaded that for a month. I isolated and I filtered all my branded terms to see in that month how much I spent on branded terms. Let's say it was $8,000. Now, there was one tool, because with this, I can't compare, right? The 10,000 that Share of Voice was telling me for a month was to be there 100% of the time. I wanted to compare and see how cheaper or how expensive this is if I just simply go and target the keywords. So the search terms that I got for that previous month, I came up to X amount in terms of spend. I went to Sponsored Brand Impression Share. There is a dashboard in Advertising Console, Sponsored Brand Impression Share, that shows for your branded terms, what is your share for Sponsored Product and Sponsored Brand. So when I looked at this brand, we were there around, let's say 90% of the time, meaning 10% of the time, our competition taking the branded term spot for top of search. So I did some calculation. I'm like, okay, 90%, 8,000. Anyway, I end up seeing that if I go with the same approach of keyword targeting, To get the 100% share, roughly I ended up to the same price that Amazon was giving me for reserve share of voice. This is just for one product, one account. I won't rely on that. Now that this is in all the accounts, I asked our managers, I'm like, okay, I want you to go to two of, at least two of accounts and do the same calculation. I want to end up seeing, is there any correlation? Is it close? Is it not? Or it is totally different for different brands. So this is how you could also calculate to see if it makes sense or not. Speaker 1: Amazing study. Um, yeah, fascinating. You know, the way that I interpret this is, um, it's, it's similar to buying, like, like a more classic media buy. Which is like, we're going to put you on the front page of YouTube for two weeks. How much are you willing to pay for that? Or closer to the billboard ad or Super Bowl ad where you're paying for the placement, like you're paying for the billboard there instead of the classic cost per click or even cost per view that we're used to. And it's cool to hear that it doesn't seem like maybe at this point, there's too big of an upcharge to reserve it. Pretty cool. If you were to guess like what the utility of this in terms of like increasing performance, and I mean, now we're into the world of like, well, increasing performance, like maybe that is the thing that the brand wanted to optimize for, which is to be in top of search impression share a certain amount of time over a certain time period. Speaker 2: This is only for branded terms. This is not for category terms. So this is only for your branded searches. Speaker 1: And you pick from the list that they give you. Speaker 2: Yeah, it pretty much covers everything, but it's not for any category. I would say it's a great way for many brands to make sure they are taking that response. And if you are very strategic with what to show up there, And also, that is why I mentioned, if the price is very close to what I'm already paying with keyword targeting, definitely I will go with this. I'm like, okay, I have that peace of mind that I'm going to be a listener. The difference is so much that I'm like, oh, this is like 40% more expensive. I'd rather go with keyword targeting than I will go that approach. But I think it's a good way if you want to take that. I would just, yeah, look at the pricing. Speaker 1: I have to ask you to rate this one. Speaker 2: Scale 1 to 10. I would give it an 8. I think for many brands, this is a great way. Many brands with higher search volume and good branded terms, I think it would be very impactful. Speaker 1: Would you say that it's helpful for a brand to look at how many, just look at the search result and see how many competitors are bidding on their, like, look at their branded, sponsored brand, branded search term report, and then actually see, like, do they always have 100% share anyway? Like, is there some kind of factor where you would probably recommend people consider this heavily? Speaker 2: Yes, that's what I mentioned that we compare that with that sponsor brand impression share because that exactly shows you that for what percentage of time you are taking top of the search. If not, your competitors are being there. It could be there in the whole brand level. If you want to go to the search term level, great point. You could go to the sponsor brand Download the sponsor brand search term report, impression search term report and see what's happening and decide based on that. The point being is that you shouldn't just blindly and say, okay, I'm going to go around this. Maybe just keyword targeting for your branded terms, you get a better pricing being there. Speaker 1: Right. Cool. Thank you, Mansour. Hey, friends. I hope you're enjoying this episode with Mansour. I know that I am. I just wanted to jump in for a second and just mention data connections. One thing that we really prioritize internally here at the Ad Badger Software is actually trying to get more of these data connections for you, even ones that Amazon doesn't directly have itself. So for example, I'm talking about PPC data, next to profitability data, next to organic ranking data, Next to search query performance data. So basically layering on these different layers so that you can see changes in profitability, changes in total revenue, changes in returns, changes in keyword search volume, changes in organic ranking, as well as changing in, of course, your PPC performance. That way you can get a really full, complete picture all next to each other in an integrated place. So that has been huge to sort of build into AdVenture over the last few months and into the future. We're always looking for ways to, how can I make a decision faster, more, more quicker? So I just wanted to share that really quick. If you have any questions on this, please be sure to go to the AdVenture website and reach out. We can set up a demo call or you can just come out and learn more in the trial. Have a good one. Speaker 2: Okay, next we have a sponsor brand collection AI curated. Like me, you might be asking the sponsor brand collection. Well, we already had it. But this is a new ad format that it's going to show multiple products from your catalog inside a single sponsored brand unit. So far, nothing. But the key here is that Amazon is going to choose automatically which product to show based on the keyword that a customer is searching. So it is exactly like the sponsored product collections, the products that we have. The only difference is that You will have all your catalog and when customers are searching based on the intent, based on the search term, Amazon is going to decide which products are related to that term. So Amazon will add those products to the collection instead of anything pre-selected, which I think is pretty good because right now, Michael, the approach we have for a sponsor brand, we have different buckets or different targets. And based on the targets, we decide what product to showcase there, which is related to the intent of the customer. One thing that I love and I always recommend is that actually what I love, Michael, is to remove the products And because we could do that, add a custom image, remove the products. Now, when your ad is showing up, a sponsor branch showing up, you just see a big custom image with no product. And for that custom image, my recommendation is always to put the collection of your products, showing different products so customers see what type of products that they have, you have. So if they click, instead of clicking on the individual products that takes them to the product detail page, distracted with other competition, you force them. If they click, they are going to be directed to your store. Awesome. So they see all of your products, they explore. If they don't click, you have that awareness and you're not spending, right? But they see your brand and your products. That's my approach for sponsored headline ads. And I usually test between this and adding products. But I think that's a great tool. It removed that problem of, okay, I'm targeting, bucketing, figuring out what to put there, what products to put there. If AI is good, it's very impactful. Speaker 1: So, you know, that was a big if, like if the AI is effective at sort of understanding, you know, goals here and be able to really sort of fine tune what it triggers for each of these. I hope ideally some kind of like click through rate or conversion rate rotation. It could be huge in that case if it's like auto optimizing based off conversion rate or click through rate. That could be great. So what's your prediction here in terms of like will you, you know, if you were to predict next 12 months, how much this will impact performance in a positive way? Scale of one to 10. Speaker 2: I would say it could be seven. And the reason is that many brands, it could be very impactful because many brands, they might not have our approach to go very granular and understand what to do, do all these marketings. So for many brands, you just create, put a bunch of keywords, put all of your products, if AI is good, they show the right product instead of the wrong product. Because I'm sure You have seen many sponsor brands that you are searching for a specific keyword, but the brand, the headline that shows up and the product is not related to your product. And also, even the copy, they are going to optimize this with the AI, because right now, I see that in our sponsor brand. When I write the copy, there is one option there that, do you want us to do the AI optimization? I have never seen In our brands, that being implemented, I always see the copy that we wrote, but I'm assuming that comes with it as well. So now you don't have the challenge. You just target the keywords. Amazon knows what copy to show and what products. It is actually, I'll go with eight, not seven, with eight for many brands. Speaker 1: Next. Speaker 2: Next. Very interesting update. AI-covered product prompts. for sponsored products and sponsored brands. So this is interesting. Amazon keeps pushing their Rufus and seems like a Rufus usage going up. In the product detail pages, then they are looking for customers. I don't know if you guys noticed or not. When you go to Amazon and you want to search on the search, right underneath says, as you are searching, it says, ask Rufus. So Amazon is pushing Rufus. What is happening here is that I'm sure you have seen that when you go to Rufus, there are questions about the products. There are pre-prompts, ready prompts showing up. Now, among those, we have sponsored prompts as well. Here in this screen, for instance, in the Rufus, a customer looked for TV, and they go to Rufus. Rufus has this customer that asks, and here are four prompts that we have. The prompt number One is which TV features are essential for gaming? It's organic. The next one is sponsored. Which Samsung TVs are good for gaming? So this is a sponsor prompt that when the customer clicks, it gives some explanation about which Samsung TVs are good for gaming. And then there is Samsung TVs showing up under that in a carousel. These are all sponsored products. This is going to happen for sponsored products and brands. Speaker 1: Yeah. So a couple of things are converging here. Number one, a lot of search-based marketers for a long time have talked about like the death of keywords, where like nobody searches keywords anymore. It's all this sort of like conversational type search now. So like for search marketers, it's like, well, what do you target? And Amazon over to this slide and the next one, you can sort of see what that will eventually look like, as well as The other discussion too was like, how do AI results or AI bots, how can that be monetized via advertising? Like as an advertiser, how can I access what is displayed there? And you see sort of different variants. This is cool because it's actually like a prompt that someone can eventually bid on, or like it's actually a sponsored prompt, like which Samsung TVs are good for gaming. I think as a consumer and like Amazon, like this could potentially be like a real trust killer. Like there's, you know, already sometimes like can I trust the reviews on Amazon? Like am I buying a genuine product? Like some of that So I think like hopefully, you know, as a marketer helping brands on Amazon, I hope this stays like pure in the eyes of consumers where it's just like, imagine every single prompt here was sponsored. And then it's like a person feels like, you know, am I just receiving slanted information? But I think this is like a thoughtful integration here, like which Samsung TVs are good for gaming. It's like sort of like someone knows like. Speaker 2: That is a great point, Michael. And I think, like, first of all, no matter what, this is going to end up happening in Google's side as well, like in AI mode, because they need to monetize it. But the thing I see about this, actually, I was talking, I think, with Liron that this is the same approach, and I can have your search results pages. You have organic and sponsored, right? This is the same thing. These are prompts. You have organic And sponsored prompts. So for me, from perspective of Amazon and Neon, like, okay, this is a good transition and makes sense the same approach that you have in the search result pages. Because if you wanted to claim this, then you would say, oh, in the search result pages, the same, right? Will customers get like suspicious because there are so many sponsored? I would say not probably. Right. Speaker 1: I think Amazon has handled sponsored placements pretty darn good. It's baked into their existing algorithm to be sure to assess for some kind of quality check, like quality score type check. So this is really cool. And I think on the next slide, you have the So, this is the back end of this that you'll see inside the ads console, where you're sort of seeing some of the relationship between prompt here and then what a user would see when they're searching. So, this is AI instructions. Speaker 2: Yes. This is interesting, which goes back to, is this original or not? First of all, where this shows up, it's going to be in your current sponsored products and sponsored brands. Right now, because it's live and a sponsored product, I don't see the prompts populated yet, but the tab is there. You can see it. And here is how it's going to happen. You don't add any prompts. The prompts will be pre-populated by Amazon. So it's not like you will be able to add a prompt and say, oh, I want to show off for this prompt. No. Based on your campaign, the keywords you are targeting, your products, the type of questions about your products that customers might have, your images, Q&A, reviews, brand, store. The prompts will be populated here. Now, you could either say, I want to show up so you could activate or deactivate that prompt. The responses, you can't change it. The sample response, if you click on that, Amazon is going to give you the sample response that they have for this prompt. So in this example, for instance, for this coffee and espresso screenshot that I found, it says one of the prompt is coffee maker that has multi-stream technology from Kitchen Smart. Now, This shows up as a prompt. I'm not sure what would be the prompt itself exactly or this is the exact prompt or the second one is coffee maker with adjustable steam plant from Kitchen Smart. If you want to change your response for this prompt, the only way you could change it is that you have to go back to your listing. Through your listing, optimize your listing to change this response. You can't adjust it. This is Amazon. So it is how I think Amazon tries to make it authentic. So you don't have to do anything with prompt. You could say, I want to show up or I don't want to show up. If you want to change your response for a prompt, go back to your listing. Figure out in your listing what is triggering this. If you don't like the answer, then that's how you deal with it. Then Amazon is going to show off to you the impressions, clicks. As of now, Michael, this is free. It's in beta. So when you turn on prompt and customers click, you're not going to get charged. But in the future, they have mentioned it's going to be cost per click. So if they click, you get charged based on cost per click. Speaker 1: Yeah, I've seen some really good implementations of people sort of optimizing for these sort of like prompt based experiences on their product page by like adding more thoughtful stuff, explaining it, which has been great. Like I've seen really good results with that. So it's cool that we get this list of like prompt themes. I also think for like gray hat or black hat marketers, I think it's also like, I really do hope that Amazon ads like a negative feedback loop. So like imagine going to your product listing and like saying something that your product is not just to appease the bot, just to get the order. And like, I imagine it could open the door. Like if people are like misinterpreting what the prompt is or potentially like trying to like squeak by some rules on their product page. And they're going to end up with a higher refund rate or something like that. Just a sort of a word of caution if anyone's sort of thinking that way. Speaker 2: Yeah, there's a shared feedback here. Speaker 1: Yeah. Speaker 2: But to your point, they will see how fast it is if there's something wrong. This feedback loop, how quick it is to get response. Speaker 1: And I guess the other risk too is like, what if Amazon misinterprets my page and then like serves me for a prompt that I didn't actually ask for? So this kind of thing could be really nice. Like what if my TV is not good for gaming, but it just interprets it as good for gaming or something like that? Speaker 2: Probably the immediate solution is to turn off the prompt, right? So you don't show up for that. Speaker 1: So your quick rating on sort of both of those things, sponsored prompts, as well as the interface to sort of evaluate some of these prompts, scale one to 10, impact on performance? Speaker 2: You don't have much information on this, but I would give this eight. It is going to be huge. Eight, nine, it's going to be huge. And also depends on how customers are kind of adopting Rufus. But if they use it, this is going to be a huge impact. Eight, nine, I would say. Speaker 1: Cool. All right, I think we've got one or two more updates. Sponsored product video. Speaker 2: Oh, this is a funny, not funny, interesting one. So the same sponsored products that we have, now there will be ads attached to it. Above the ad, the same sponsored product, everything is similar. You have ads showing up above that. So you could add up to five videos. And in the screen that we see, this is a sponsored product for GoPro camera. Above that, there are three videos showing up. The first video, there's a thumbnail and the feature said stabilization. The other one, it says HP series lenses. And third one has this description of durable. And then you can click, the customers could click on any of these videos and see the video related to that. By this, Amazon's goal, I believe, is that They say that we want you to show the futures of your product here. So as you can see here, stabilization. Show the customer's video about how good this is with stabilizing the camera, the video. Durability, show me in the quick video, show how good, how durable this product is. So kind of the way I think about this, actually I ran here, we have an example. For a product for ankle brace product. I'm trying to run this, but my approach was that, let's go back to product opportunity explorers, see what questions people have, the futures people have. I saw those futures and based on that, we add the video. So for instance, for that, the first title I have for this video, Adjustable Fit. It is very important for customers to see how adjustable it is and how you adjust the cycle rates. What's very important, fits in shoes, right? So I mentioned fits in shoes, and you're showing a photo of a customer wearing this and playing with it around to show how fitable shoes are. So that's the goal. It got just delivered today, I mean, confirmed, approved. I'm not showing up. I'm not seeing showing up on Amazon anymore. We will see what happens. Speaker 1: So first of all, I just want to highlight you. It wasn't even the thing that you were talking about, but I always love this concept of like, I consider what we do to be technical marketing as opposed to like brand, you know, creative based marketing where you're like trying to do the look and feel of things. But what I love that you said is I think on Amazon, it's really primed to almost like play money ball, which is I have this concept where it's like you can optimize and grow an account sort of like blindfolded. Which is like, I know that I can go into Product Opportunity Explorer and see the things that people love about products, like the main purchase drivers, and then pull that into my technical marketing. So it's as if you ran a focus group with like real customers, but you can just grab it from Product Opportunity Explorer and then boom, those are your three videos, the top three things that people find really valuable about this niche. And then as long as it applies to your product, lean on that. So Sponsored Products video is like really cool. It sort of changes the feel of what Sponsored Products means slightly. But So predictions for, I know this, again, these are all predictions, but predictions for performance improvement with sponsored products video. Speaker 2: Ten, this is going to usually improve your click-through rate. And the way I think about this is that Hopefully, Amazon doesn't charge if the customer is watching the video or they're clicking on any video to watch them. If they don't, which I don't read anywhere, they are going to... Speaker 1: Could we get free views? Speaker 2: Then the good thing is that the customer sees your features. If they don't like it, they won't click. You're not going to get charged. Speaker 1: Yeah. Speaker 2: But then the question to my questions that becomes is that I saw that they said they had in documents that you could now you're going to have bid adjustment in the bid adjustment multipliers or top-off searches, stuff like that. You have one video tab being added. Next to audience, you will be having bid adjustment for these videos. Now, the question is that, okay, I'm going to get clicked, but I'm going to just do the bid multiplier for which video to show up. So they are going to do some monetization from here. We'll see how it's going to happen. Speaker 1: But I agree. What a cool little feature here. And I think that's the end of our list. Speaker 2: I think so. The creative agent, not much to talk about. It is great. Go use it. You kind of input your ASIN and Amazon creates you. Actually, it has become very advanced and I created a few. Pretty, pretty, pretty good. Creates great views. Speaker 1: It's gotten a lot better in the last few months. Speaker 2: Yeah, go play with it, images, videos. It is very good and surprisingly, I was shocked first time because I didn't expect Amazon to be this good, to create this good of a video. But it is good, like you get different scenes, you can change it. I won't say it is amazing, but it's a quick way to create your video. Speaker 1: Yeah. Clement on the team here had all of these AI image and video generators open on a browser. He's like, all right, I'm going to use Amazon's thing over here, and then Google VO3 over here, and the next one on the next one, comparing all of them and seeing how they Really fascinating. Right. I think that's all the updates. I think that's all the updates. Speaker 2: I have the last one. Speaker 1: We should do this last one. Speaker 2: Last one. Impacting performance for the other one, I would say it is like five, six as of now. Speaker 1: AI generated creative? Speaker 2: Yes. Speaker 1: Okay. Speaker 2: This one brand store, If you go to your brand store, we had these pages for sources and what their performance is. The only thing we had was organic, one line, what is the sales traffic, one line ads, and external and other. Others, that's it. Now, in organic, it tells you what they're from A-plus content, from search autocomplete for search results, for ads, it drills down to sponsor brand, video brand, display. And interestingly, shows you search engines like Google, Yahoo, Bing, DuckDuckGo, what if the traffic comes in, and social media, Facebook, Instagram, YouTube. There's an interesting that shows you the sources for. Speaker 1: It's also very interesting, the other tab up top is your tags. So I imagine that opens up the door for like taggable links. So you can like have, you know, you send out an email, you tag that link, it directs to your brand store, you can measure it like that kind of thing. Very cool. Speaker 2: Yeah, that's it. Speaker 1: Change on performance for that last one. Speaker 2: That last one, yeah, I would say five. Speaker 1: Five is your basement. Speaker 2: I know. Speaker 1: We didn't rank anything lower than five. So I would say the number one thing that we ranked the highest was, of course, sponsor products video. And then the second one, I believe, was the prompt-based analysis. And then, yeah, so I hope This was cool. I also think it was cool for people listening to sort of hear the initial assessment because there's so much that changes on Amazon all the time. It's helpful to prioritize. I think that's the hardest thing to do in any kind of digital marketing, which is like there's a million things to do. Now there's a million and 10 that we've just gone over. And I think like, Early mover advantage, yes, but also like prioritization as well. So I hope people out there are able to prioritize and work through this. Mansour, thank you again so much for coming back on the show. Thanks so much for sharing some of these new Amazon updates. If someone wanted to get in touch with you, maybe ask you some questions on these New updates. What's your favorite way that people can get in touch with you? Speaker 2: Thanks again for having me. It's always a pleasure. The best way to reach out to me is through LinkedIn for sure. I'm pretty active there. Speaker 1: Right on. Well, Mansoor, thank you so much for coming back on the show. And everyone else, I'll see you next week here on the PBC Done Podcast. Unknown Speaker: I've launched campaigns and picked keywords. I've got my bids, set placements too. Now bad mistakes, I've made a few. I've had my share of rock keywords, but I've gone through. We are The PPC Den, my friends. And we have keyword amazing. 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