Amazon Advertising
Self Service Performance Advertising was created for smaller merchants who weren’t familiar with advertising in general. They needed a simple format that could translate to other platforms at Amazon.
Project:
Achieve parity between AMS vendors and Seller Central. Simplify content and provide contextual help.
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Amazon Marketing Services and Seller Central were on two different tech stacks which means we couldn’t share assets and some functionality is different between the two. We’d have to create net new items but in the style of Seller Central to get closer to achieving parity between the two systems.
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Customer types from beginners to advanced users were having trouble understanding the performance of their ads. Many advanced users would download metrics or use an API to gather data into their own custom excel files and pivot tables to understand what’s going on.
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Extensive user research to determine pain points.
Designer and writer work on mock ups > Send for review.
Pull strings and assets into file types for production & translation.
Site review & QA done by design.
Release to the public.
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Significant reduction in negative forum reviews and tickets cut to customer service for vendors/sellers. Overall positive feedback on new graphs and customizable formats.
Target Personas
Owner
I want an easy way to know how to keep my advertising costs low and sell more products. I don’t have a lot of experience advertising and I need help learning how to do this on my own.
Marketer
I want to build awareness about my brand and get insight into customer behaviors to build better campaigns. I have a lot of experience in different ad platforms and I manage a bunch of accounts. I need an easy way to measure and export results to show clients.
Specialist
I want to learn about new techniques and tools to grow my business through Amazon Advertising. I work in an agency setting to help businesses discover new trends and emerging market opportunities.
Professional
I want to optimize my campaigns so I can easily manage large campaigns efficiently to quickly determine top and bottom performers. I work in a large company or corporation as part of a marketing team to grow our products and brands. I have my own systems that I integrate Amazon Advertising tools and metrics into.
The system before auditing
In Amazon Marketing Services, we need to achieve parity with Seller Central systems. This metrics page was difficult to decipher with strange pop ups that would block the screen, static metrics (no customization), and strange functionality such as a price slider that wasn’t intuitive for customers.
Customer Pain Points
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“I have no idea how to determine what to budget on ads or how this is performing.”
-Owner
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“How can I quickly find data and use it to optimize my campaigns?”
-Specialist
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“How can I tell if this campaign is building awareness? Should I switch tactics or double down?”
-Marketer
Custom metrics, graphs, and contextual help
Added customizable metrics & date ranges, a graph visualization with customizable cards (up to 5 lines to be charted), simplified tables, and a contextual help bar you can tuck away.