At Sitruna, we are dedicated to empowering our clients with cutting-edge solutions to elevate their Amazon advertising strategies. In partnership with Perpetua, a leading machine learning automation tool, we leverage their innovative platform to optimise, scale, and streamline our clients' advertising campaigns. Perpetua’s expertise in automation, machine learning, and market intelligence perfectly complements our commitment to delivering exceptional results. In this thought leadership piece, Laura Conboy, Strategic Partner Manager at Perpetua, delves into the transformative power of automation in the dynamic world of Amazon. Join us as we explore how automation can drive efficiency, enhance strategy, and keep pace with ever-evolving market dynamics.
Amazon is the powerhouse of fast and furious changes. Continually innovating, creating and adapting, this retail sphere and its ever present updates combined with general changes in market / category dynamics can be difficult to manage for even the most savvy and time rich of advertisers. In order to not only keep up with these changes, but take advantage of them in order to scale - many advertisers find a need to turn to a support tool.
Automation defined simply is “the technique of making an apparatus, a process, or a system operate automatically”. Essentially, removing the need for manual, human adjustment in specific areas. It is a concept we so heavily rely on in so many aspects of life - and advertising is no different. Finding ways to automate the most remedial of tasks is key in implementing a long-term, scalable advertising strategy.
By taking advantage of a tool in support of your advertising on Amazon, you can take time back to better focus on more strategic areas of your business and your wider advertising objectives. There are many tools out there that can facilitate this, working off rules based automation or machine learning, and it is important to find one that best suits your own specific needs and requirements. However, if you’re keen on learning more about machine learning automation, look no further than Perpetua.
Perpetua at its core is a self service machine learning automation tool to launch, optimise and scale your advertising campaigns on Amazon. While our tool also links into other marketplaces and retailers such as Walmart, Instacart, Target and Criteo retailers such as Asda etc, our ethos began on Amazon. The power of adopting a tool such as Perpetua can come in many forms, most notably through time saving, machine learning over time and market intelligence, and integrating all of this into your advertising strategy to be aware and take advantage of changing market dynamics within your category in a proactive, efficient and effective way.
The crux of Perpetua is saving advertisers time in those fundamental tasks in advertising on Amazon; launching, managing and optimising campaigns. Within the Perpetua platform lies the ability to multi-launch campaigns in minutes. For Sponsored Ads, users can launch “Goals” whereby our ad engine launches multiple campaigns all at once depending on specific parameters and objectives set by a user. You can launch as few or as many campaigns as you require quickly, easily and all in one place - directly connecting to Amazon. The campaigns remain dynamic and customisable, but this greatly removes the time spent on a fundamental, but time consuming step in setting up your advertising!
In direct alignment with time saved in launching campaigns, there is further time to be saved in the optimisation of these campaigns over time. Ensuring bids and budgets between campaigns are dynamic and updated in accordance with efficiency targets automatically allows you to even better spend time focussing on more strategic tasks. Enter, machine learning.
Perpetua’s ad engine optimises for efficiency within the guardrails of Target ACoS and Daily Budgets. It uses predefined targets and history to advise bid changes and focus areas across campaigns to work towards achieving the best results possible for the end user. This ad engine uses realised historical data to understand what has happened thus far and the results against it - to judge the effectiveness or ineffectiveness of your bids within your campaigns and make changes as required. It is continually learning, experimenting and updating to try to keep up with volume trends and ensuring you are staying visible in the placements and on the terms that are working for you. This allows for a level of algorithmic learning many of us humble humans do not have the time or capacity to deduct and implement manually. Of course, as humans we may still want our say, and so can make more manual changes and interventions as and when we see fit. It is the epitome of harmony between machine learning and human logic.
In a winder lens, the Amazon sphere is constantly changing with new products, competitors, seasonal trends, peak events etc. There is never too long a period where something does not shift. Taking charge of changing market dynamics in an automated, proactive way is no easy feat, but it is certainly something that the Perpetua platform can support you with.
Market intelligence gives you insights into the category you are competing in and those you are competing against. Discovery and data into the main players in your specific market and how you rank against them, alongside seasonal or peak trends allows you to more carefully curate and implement your strategy. Having a birds-eye view of how the category is performing as a whole is crucial in making appropriate judgements on performance and Perpetua allows you to do this with ease with our Market Intelligence tool “Prism”.
On the action side of things, Prism and its sister functionality “Niches” allow you to identify incremental opportunities for growth and easily take actions to impact your advertising within the platform. Proactively identifying revenue opportunities, influencing ad strategies and launching auxiliary campaigns and measuring their effectiveness are key drivers within this product. Easily noting where you fall short against your competitors in ranking and taking action on them to update your ads in app quickly is the secret sauce of this feature. In such an ever changing landscape, having access to these insights and being able to action them in a timely manner is key in maintaining effectiveness in your category and scaling.
You can find out more about Prism and Niches here.
There is so much more to an advertising support tool and so much more to Perpetua, but generally speaking, the power of automation in meeting and exceeding your advertising goals is clear. By getting some time back to better focus on other areas of your advertising rather than the fundamental administrative and optimisation tasks; learning by doing and automatically pivoting where appropriate; and gaining quick and easy insights into the wider world around you in your category, automation is certainly not to be overlooked.
If you want to know more about Perpetua and how it could potentially support your business, don’t hesitate to reach out to us at hello@perpetua.io or through the www.perpetua.io site. Alternatively, come say hello on LinkedIn!
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