Merkle Announces Automated Bidding Solution for Amazon Sponsored Brand Ads

Merkle, a leading technology-enabled, data-driven performance marketing agency, announced the launch of an automated bidding solution for Amazon Sponsored Brand Ads. Leveraging its API integration with Amazon, the proprietary technology enables effective bid management at scale, in order to calculate and apply bids. The innovative bid technology allows for precise, data-driven decisions as well as the ability to update bids up to 48 times per day, enabling marketers to fully capitalize on all available revenue opportunities. Using clients’ KPIs as the primary input in its bidding algorithm, Merkle uses machine learning to calculate a base bid and then employs insights from its analytic experts to enhance strategy and adjust bids according to signals from multiple platforms. Clients have seen a sales-per-click increase of 18 percent, with additional results showing a 47 percent increase in click-through rate and a 62 percent decrease in advertising cost of sales (ACoS) since transitioning Sponsored Brand bidding to Merkle’s technology.