This episode explores the nuances of evaluating vCPM (viewable cost per thousand impressions) campaigns on Amazon, contrasting them with traditional CPC (cost per click) models. It highlights a critical distinction: vCPM campaigns report sales based on both clicks and views, unlike CPC, which is purely click-attributed, potentially leading to skewed ACOS (advertising cost of sales) evaluations. Against the backdrop of increasing scrutiny on marketing expenses, the discussion emphasizes the importance of understanding click attribution versus view and click attribution, revealing that sales data within the Amazon Ad Console can be misleading if not properly dissected. More significantly, the conversation introduces a method to evaluate vCPM campaigns accurately, which involves downloading bulk files from Amazon, where click-based sales data is available, enabling a more congruent comparison with CPC campaigns. For instance, a brand perceived a 10% ACOS on vCPM, but a bulk file analysis revealed a 400% ACOS based on click attribution. The discussion pivots to the strategic use of vCPM, suggesting it benefits brands with compelling narratives that capture attention, akin to a successful Shark Tank pitch, potentially leading to downstream sales. The emerging industry pattern reflected here is a shift towards data-driven decision-making, urging advertisers to move beyond gut feelings and leverage available tools like bulk files and AMC (Amazon Marketing Cloud) for comprehensive funnel analysis.
