At M19, we are committed to continuously enhancing our services to better serve our customers' needs. Through an internal analysis focused on improving Sponsored Brands (SB), we have identified several critical insights. After careful evaluation, we have decided to discontinue product targeting as part of our ongoing efforts to optimize your advertising strategies.
Reasons for Discontinuation:
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Simplification of Targeting Process: We have observed that product targeting often introduced complexities and inefficiencies, which impacted overall strategy performance. By focusing on other targeting methods, we aim to streamline campaign management and improve outcomes.
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Technical Limitations: Several technical challenges have influenced this decision:
- Product pages lack dedicated slots, making it challenging to target specific ASINs effectively.
- This limitation restricts our ability to control search terms for ASIN targeting, leading to overlaps and inefficiencies.
Moving Forward:
By discontinuing product targeting, we expect traffic to naturally shift towards keyword targeting, which offers more precise control and better performance. Additionally, we have included broad match targeting to help compensate for the traffic 'lost' when we stopped product targeting. This change allows us to allocate resources more effectively and refine other targeting methods to enhance strategy outcomes.
Conclusion:
Our decision to discontinue product targeting reflects our commitment to simplifying processes and improving strategy performance. We are dedicated to providing you with the most effective advertising tools and strategies, and we appreciate your understanding during this transition.