Function Description:
In the Amazon advertising system, Sponsored Brands ad spend only provides cost information at the campaign or targeting level, without directly attributing costs to the product dimension. This results in a significant gap in profit calculation for sellers running Sponsored Brands campaigns. The Sponsored Brands ad spend allocation feature analyzes the products in the ad creative, intelligently reconstructs the product-level cost allocation logic for Sponsored Brands ads, accurately fills in this critical data gap, making product profit and profit margin calculations truly reflect the business reality.
Features:
- Real-time: Cost occurrences are updated and calculated for allocation every 30 minutes, making the data instantly available.
- Accurate: Automatically matching products in ad creatives, prioritizing the use of product sales for allocation, aligning with common industry practices.
- Convenient: One-click synchronization of ad data, ensuring automatic continuous updates.
Function Entry:
Menu=>Business Analytics=>Cost Center=>Sponsored Brand Ad Spend Allocation Setting
Click to launch the 'Auto Allocation Settings' switch to activate the split of Sponsored Brands ad spend. The system will automatically link the products in Sponsored Brands ad creative to the ad spend, and calculate the split of ad spend based on the 'By product Sales share' for the corresponding dates.
After launching, the system will perform a half-hourly distribution calculation of the sponsored brands ad spend for the day.You can also retroactively calculate Sponsored Brand ad spend for dates before enabling the feature using the 'Calculate' function.
If the automatically matched ad creatives do not meet your expectations, you can click on 'Settings' in Product or select 'Product' after selecting multiple Campaigns.
We recommend using the 'By product Sales share'. You can add or delete SKUs in the list. The system will not automatically update the products in the ad creative after initial association. You can choose 'Get the Latest Ad Products' to sync the latest ad creative product list, which will take effect after saving. After updating the ad products, please also use the 'Calculate' function based on the actual change date of the creative to update the ad spend of Sponsored Brand that needs to be recalculated on the allocation date.
Bulk Processing will replace the complement list of multiple selected Campaigns.
Frequently Asked Questions:
Q: Can I view the specific allocation of ad spend for each Sponsored Brand Ad campaign to which products, and the allocated amount for each product?
A: You can check the products associated with each advertising campaign in 'Cost Center - Sponsored Brand Ad Spend Allocation Setting'. However, to balance system performance and data timeliness, it is currently not supported to view the detailed amount of individual ad campaign expenses allocated to specific products. This design is aimed at helping sellers better understand the impact of the ad spend on the overall profit of the products.
Q: Why can we only choose 'By product Sales share' as the allocation method?
A: Due to the unavailability of Sponsored Brand Ad data at the product level and the timeliness of the 'Attributed Purchases' report, the ad spend of Sponsored Brand cannot be handled in a 'more usage, more allocation' mode. Therefore, the system defaults to the 'By product Sales share' ('sell more, allocate more') allocation method to avoid excessive allocation of the ad spend for low-sales products, thus more reasonably evaluating product profits and profit margins. We also recommend users who previously used other allocation methods to switch to this allocation method as soon as possible.
Q: When do I need to use the 'Calculate' function?
A: 1. For users who are using Sponsored Brand Ad Spend Allocation Setting for the first time, after launching automatic allocation, we recommend recalculating the ad spend of Sponsored Brand allocation for the past few months according to your needs.
2. After modifying the associated products, we recommend recalculating the ad spend of Sponsored Brand for the specified date of the brand advertising campaign based on the actual adjustment time of the advertising materials.
