Louis Guerrero, Sr. Product Marketing Manager, Social @ Kenshoo
Smart Tags for Popular Products alerts you if one of your ads includes a product that is trending on Amazon. This allows you to boost your ad to take advantage of a spike in interest.
Sometimes in marketing, you don’t know what you don’t know. Especially if you’re focused on one particular channel like social. You could be doing everything right, but because your day is largely spent within your own silo, you miss opportunities to leverage signals from other channels. And missed opportunities can mean major results left on the table for your channel.
What do we mean?
Say you’re a social media marketer for a company that makes gadgets and gear for camping. You’re doing your thing, prepping campaigns for peak season. You’ve got great copy, fun images, and a terrific product set to market. Then boom! Camping magazine does a story on must-have gadgets for spring—and one of your products is included. This little gift of free press sends searches for your product soaring. And because consumers today are accustomed to comparison shopping, most of these searches happen on Amazon. Great, right?
Yes and no.
The spike in interest is definitely fantastic. But unless you know all of this is happening, you’re going to miss an opportunity to capitalize on this unexpected wave of interest. When consumers suddenly buzz about your product, you want to be in front of them, surrounding them with impressions. That includes boosting paid social ads that feature the buzzed-about product.
Kenshoo offers a unique feature that no one else in the industry provides, and it can really help in this situation. It’s called Smart Tags for Popular Products. Powered by artificial intelligence, Smart Tags for Popular Products will automatically alert you when one of the products featured in your Dynamic Product Ads is trending on Amazon. This allows you to immediately boost this ad by increasing its bid or ad set budget. You can also set up an automated action to increase the bid for any ad with the Popular Product tag. This will help ensure you capitalize on these opportunities as quickly as possible.
„Our Smart Tags system is all about using machine learning to surface useful nuggets of information that help advertisers make better decisions,“ says John Dobrowolski, GM of Kenshoo Social. “Brands are looking to technology partners like Kenshoo to find ways to make harnessing this real-time information easy to apply to their campaigns. Popular Products is one of the first signals we are providing, and there will be many more.“
Smart Tags for Popular Products in action
It’s pretty clear that cross-channel product advertising campaigns can increase customer engagement. Taking advantage of this feature can really help boost your results. And Smart Tags can help you do even more, including combat ad fatigue.
Your Kenshoo rep can help you use Smart Tags to stay on top of trending products to highlight in your social campaigns. If you’re not a Kenshoo client and you’d like to learn more about Smart Tags and the Kenshoo Social platform, contact us for a demo today!
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