Sponsored Products becomes even more relevance-driven
Relevance already plays an important role in the visibility of your ads (which ads win and at what position). From August, relevance will also play a more direct role in the cost-per-click (CPC) determination.
What is changing?
With the renewed CPC determination for Sponsored Products, relevance will become even more important. This means that your advertising costs will better align with how relevant your ad is to shoppers. An attractive offer, strong content, good reviews, appropriate delivery conditions, and targeted advertising all contribute to that relevance for the shopper.
What remains the same?
Your bid still determines the maximum CPC you are willing to pay. The way ads are displayed also remains unchanged.
What does this mean for you?
- You have more influence on your costs through relevance
- Costs align better with the competition around your position
- The impact may vary per campaign or item
During the rollout in August, CPC and costs may change. We advise you to monitor your campaigns extra carefully during this period.
Do you want to aim for more efficient campaigns? Then it is important to continue improving relevant ads that closely match the needs of shoppers.