Moving Prime Day to June Paid Off: Pacvue Report
Pacvue announced the release of their 2021 Q2 CPC Report showcasing insights and growth around Amazon Advertising. The report found that Amazon’s decision to move Prime Day to June seemed to pay off, with ad spend increasing dramatically in Q2. Pacvue’s 2021 Q2 CPC Report reveals how a variety of advertising metrics have performed through […]
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Pacvue announced the release of their 2021 Q2 CPC Report showcasing insights and growth around Amazon Advertising. The report found that Amazon’s decision to move Prime Day to June seemed to pay off, with ad spend increasing dramatically in Q2.
Pacvue’s 2021 Q2 CPC Report reveals how a variety of advertising metrics have performed through the second quarter of 2021. The report shows that advertisers spent heavily on Prime Day, despite a moderate increase in CPC from higher competition within the advertising ecosystem. ROAS was relatively flat in its slight decline.
“This is now the second year in a row that Prime Day was moved from its traditional July timeframe, but the data shows that it was a resounding success for Amazon,” said Melissa Burdick, president of Pacvue. “Sponsored Brand ad spend increased by a whopping 82 per cent, meaning that Amazon’s new formats for Brand advertising have resonated with advertisers. We will likely continue to see more higher-funnel brand advertisements on online marketplaces throughout the rest of the year.”
Also Read: Amazonification of Shopping
Key 2021 Amazon Q2 CPC Report findings:
- Amazon’s decision to move Prime Day to June seemed to pay off, with ad spend increasing dramatically in Q2.
- Ad spend increased 38 per cent year-over-year for Sponsored Products and 82 per cent year-over-year for Sponsored Brands in Q2 2021.
- Due to increased competition, CPCs for Sponsored Products increased 36 per cent year-over-year. Sponsored Brands saw a smaller increase of 18 per cent, likely due to the fact that Amazon has greatly increased placements for Sponsored Brand ads, including new placements on the product detail page.
- While ROAS was relatively flat quarter-over-quarter, it has continued its declining trend, down 10 per cent year-over-year for Sponsored Products and down 26 per cent year-over-year for Sponsored Brands.
- “Mothers’ Day gifts” returned as the number one search term on Amazon in May 2021, after being knocked down to number five after “face mask”; “Clorox wipes”; “hand sanitiser”; and “toilet paper” in May 2020.
- The Patio, Lawn & Garden category saw the largest increase in ad spend in Q2 this year, up 175 per cent quarter-over-quarter and up 100 per cent year-over-year.
The report insights are sourced from Pacvue’s proprietary Amazon keyword tracking database, which includes data from hundreds of advertisers across small, mid-sized, and large brands and every major product category. To gain access to the full report, click here.
Recently, Pacvue launched programmatic support for Amazon DSP, allowing advertisers to manage their Amazon DSP campaigns directly in Pacvue, taking advantage of the intelligent automation features, bid optimisation, and robust reporting tools that brands and agencies alike have come to depend on from Pacvue. By combining holistic performance insights in a single experience and surfacing recommended actions, advertisers can save time managing campaigns, while building a robust strategy to meet their unique business objectives.
Enabling campaign management for Amazon DSP furthers Pacvue’s vision of providing a holistic solution for advertising, marketing automation, and retail intelligence to help brands grow online. Amazon DSP complements the Amazon Advertising offerings that Pacvue already supports, as well as additional retail channels, including Walmart, Instacart, Target, and eBay.
