Amazon has launched a new activity indicator New-to-brand. What is New-to-brand? What is the use of the new-to-brand indicator? Why did Amazon launch this activity indicator New-to-brand? Let me tell you one by one.
It is reported that New-to-brand metrics can be used for Amazon video ads, display ads and SponsoredBrands ads (formerly known as title search ads), providing advertising sellers with the ability to measure and optimize advertising campaigns and plan future marketing strategies, which can help sellers better achieve the goal of expanding Amazon's customer base.
According to Amazon, the “new-to-brand” metric will tell advertisers whether orders generated through ads came from existing customers or first-time customers who purchased the seller’s products in the past 12 months. In addition, advertisers will also obtain other advertising campaign performance data, including new customer purchases and sales generated by advertising, new customer purchase rate generated by advertising, advertising expenditure cost per new customer, etc.
This will allow Amazon advertisers to clearly understand the advertising costs required to acquire new customers and identify the most effective marketing channels and strategies to improve the performance of their advertising campaigns.
Sellers running Amazon Advertising should note that these metrics only apply to conversions that occur on Amazon. Amazon video ads and display ads appear on Amazon platforms, Amazon owned and operated properties (such as the Internet Movie Database (IMDB)), Amazon devices, and Amazon third-party advertising sites.
This is the end of my introduction to Amazon’s in-site advertising campaign indicator “New-to-brand” today. If you have any questions about Amazon’s in-site advertising campaign indicator “New-to-brand”, please leave a message in the comment section.
