2020年Q2亚马逊广告指标报告（英文）

Q2 2020Amazon AdsBenchmark ReportTriopoly Series2Q2 2020 Triopoly Series: Amazon Benchmark Report 2 Ad ConsoleSpend growth for Amazon Sponsored Products in the US accelerated to 28% year over year following 24% growth in Q1, as sales grew even faster than spend at 37% and clicks soared 49%. CPC declined 14% in the first full quarter of the last two years to show Y/Y declines in pricing, with some advertisers leaving the auction due to issues related to COVID-19. However, pricing declines weren’t universal across all product categories. Q2 spend growth was especially strong for advertisers dealing in pet supplies, health and personal care, and home and garden products, though varied significantly even within those categories depending on the specifics of each product offering.US Sponsored Brands spend rose 60% year over year driven by an 84% increase in clicks, as CPC declined 13% and sales attributed to the format jumped 79%. Advertisers now have more customization capabilities than in years past through Sponsored Brands with custom imagery and Video in Sponsored Brands, and smart use cases of these features are helping drive positive performance results for the format.Sponsored Display, formerly known as Product Display Ads, spend in the US grew 66% from Q1 to Q2 while sales more than doubled and CPC fell 5%. Amazon formally announced the release of product targeting for Sponsored Display in April, and advertisers have other targeting options available as well to deploy in reaching customers both on and off Amazon through the format.Amazon advertisers deploying the full suite of Ad Console formats invested 88% of spend on Sponsored Products, with 11% attributed to Sponsored Brands and 1% going to Sponsored Display. These shares can vary significantly depending on advertiser strategy, but Sponsored Products continues to account for the vast majority of spend for most advertisers.Sponsored Products impressions by placement return to early Q1 levels with the return of the Today’s Deals page in mid-May. The share of Sponsored Products impressions attributed to site locations other than at the top of search or on product details pages plummeted in late March with the removal of Today’s Deals, but click and spend growth weren’t significantly impacted at the time as the CTR of these placements is typically low. Product Targeting, formerly known as Product Attribute Targeting, accounted for 8% of Sponsored Products spend and sales in Q2, with nearly three in four advertisers deploying Product Targeting to some extent during the quarter. Product Targeting is now also available for both Sponsored Brands and Sponsored Display in addition to Sponsored Products, and is a powerful tool for further optimizing campaigns. Demand-Side PlatformAmazon DSP spend soared 28% quarter over quarter, a significant acceleration from the 4% observed in Q1 and the fifth straight quarter of spend growth for the Amazon DSP. CPM declined 1% following a 26% decline in Q1.