什么是广告预算？
广告预算对于制定成功的营销计划至关重要。广告预算是指您计划在既定的时间段（比如一年或一个季度）花费在品牌和/或产品上的付费促销的金额。
企业将这笔预算用于支付投放广告的费用（通常以点击量或展示量来衡量）、设计并制作广告素材所需的费用，以及其他相关费用，比如聘请广告代理商来管理广告活动。您的广告预算会影响您的品牌所创建的广告活动类型以及您的品牌所实施的方案。
为什么广告预算很重要？
提前设置广告预算使您能够预测所需的费用，从而做好长期业务规划。通过规划预算，您可以仔细考虑广告的规模，比如渠道数量、受众规模、广告活动时长等。
如果未提前确定预算，您可能无法跟踪广告的支出和超支情况，或者根本没有预留足够的预算来投放广告。这两种情况都可能会限制您的业务增长。
如何确定广告预算？
要确定广告预算，您首先要确定营销目标。营销目标应该对企业的营销方案起到支持作用，它的范围广泛，可以是提升认知度或购买意向、带来重复购买或建立品牌忠诚度等。您可以根据自己的目标选择要使用的广告渠道或要触达的受众类型和规模，因此您的目标会影响广告预算。
制定广告预算时的两个重要概念是媒体策划和媒体购买。媒体策划为您的广告活动奠定基础，您可以在这个过程中选择广告渠道和格式，并确定受众和关键绩效指标 (KPI) 等因素。媒体购买在您制定媒体策划之后进行，这一步是指您在预算范围内购买能够顺利实现目标的广告渠道（媒体）上的广告位。
您的媒介计划和广告预算应以研究为依据。具备行业趋势意识并深入了解受众可以帮助您做出正确的媒介选择，从而实现目标。如果可以的话，请查看您之前的广告活动，获取有关有效方案和无效方案的洞察。查看之前广告活动的支出情况可以帮助估算所需预算。
怎样才算是良好的广告预算？
没有通用的公式可以计算广告预算是否良好。优秀的广告预算应该能够实现您的业务优先事项和长期目标。
不同的广告渠道为解决方案设置了不同的费率，这有助于您为广告活动确定合适的广告预算。您还需要确保企业主和其他相关领导者达成共识，并批准您的预算提议。比如，广告预算分配可能基于多种因素，例如企业的年收入或您的广告目标在企业所有优先事项中的排名。
如何监控广告预算？
您可以通过监控广告效果来监控广告预算。广告活动的效果是否良好取决于您的目标。在确定目标后，您可以选择有助于评估广告活动效果的 KPI。这将确定您要关注的指标。
有些指标可以在短期内进行监控和评估，比如由广告产生的销售额。以下是两个基于销售额的绩效指标的示例，它们通常用于评估广告活动。
- Define your goals and KPIs: You monitor your ad budget by measuring ad performance. Whether or not a campaign is performing well depends on what your goals are. Once you know your goals, you can choose the KPIs that will help evaluate the performance of your ad campaigns. This will determine which metrics you should focus on.
- Determine your measurement tools: With your KPIs defined, you’ll need to select the correct ad tech that accurately and effectively measures the performance of your campaigns. These tools will be able to help tell you how much you’re spending and if the cost of your advertising is delivering business results.
- Monitor performance: Now that you know your goals and have selected your measurement tools, you’ll need to regularly monitor the performance of your campaigns. Establish a consistent reporting schedule to generate reports and updates on how your ads are delivering against your business goals.
- Optimize campaigns: As you regularly get updates on the performance of your campaigns, you can use these insights to adjust your budget accordingly. You may want to allocate more budget to ads that are performing well or redirect funds from an underperforming campaign. These small optimizations can help you optimize your budget in real time during a campaign.
- Reporting and forecasting: Create comprehensive reports that review campaign performance and results against your KPIs and business goals. It is important to closely analyze campaign reports to inform the budget allocation for future campaigns.
Why is monitoring ad budget important?
Monitoring an ad budget is important because it ensures advertisers can maximize the effectiveness of their campaigns. By monitoring your ad budget, you can help ensure that you’re not overspending, you’re effectively communicating with consumers, and that you’re achieving business goals.
Advertising budget metrics
Some metrics, such as sales attributed to advertising, can be monitored and evaluated in the short term. Here are two examples of performance metrics based on sales that are commonly used to evaluate ad campaigns.
什么是广告投资回报率 (ROAS)？
广告投资回报率 (ROAS) 是衡量您从广告成本中获得多少收益的指标。广告投资回报率 (ROAS) 的计算方法是将广告产生的收入除以广告花费。比如，如果您在广告活动上花费了 $100，由广告产生的销售额为 $500，则您的广告投资回报率 (ROAS) 为 5（$500 除以 $100）。
如果您根据广告产生的销售额来衡量成效，那么广告投资回报率 (ROAS) 越高，则表示绩效越优异。需注意的是，如果您优先考虑品牌知名度或重复购买率，那么广告投资回报率 (ROAS) 则不是最具启发性的成功指标，广告投资回报率 (ROAS) 最高的广告活动也不一定是回报丰厚的广告活动。
什么是 ACOS？
广告投入产出比 (ACOS) 是表示广告支出占亚马逊广告活动（例如商品推广或品牌推广）销售额的百分比的指标。广告投入产出比 (ACOS) 的计算方法是将广告花费除以广告产生的收入，然后乘以 100 得出百分比。比如，您在广告活动上花费了 $100，广告产生的销售额为 $500，则您的广告投入产出比 (ACOS) 为 20%（$100 除以 $500 得出 0.2，然后乘以 100 得出 20%）。
如果您根据广告产生的销售额来衡量成效，则广告投入产出比 (ACOS) 越低，则表示绩效越优异。但是，就像广告投资回报率 (ROAS) 一样，广告投入产出比 (ACOS) 不是衡量成效的唯一指标，甚至可能不是用于衡量广告活动效果的主要指标之一，这具体取决于您的目标。
What is ROI?
Return on investment, or ROI, is a metric that shows how much money a brand makes from their marketing activities compared to how much they spent on it. By calculating marketing ROI, brands can understand what marketing efforts contribute to the bottom line.
No matter which metrics you use, monitor them regularly for the duration of your ad campaign. You should also look at post-campaign results to evaluate overall performance, but don’t wait until the ad campaign is over before you check on it. In-flight measurement allows you to identify trends and optimize accordingly, or pivot away from a campaign that isn’t performing.
Examples of how monitoring your advertising budget can optimize campaigns
Case Study
When launching their new Hydrate product, Sports Research faced a key challenge: how to identify and access the most effective premium inventory amid numerous Streaming TV (STV) supply options, while maintaining cost efficiency at scale. To address these challenges, Sports Research collaborated with Pacvue, their commerce platform partner, and HAQM Ads to develop a video strategy focused on expanding their customer base. The team concentrated on identifying inventory sources and deals that would effectively reach and engage new, high-value audiences.
At the core of their approach was an APC-enabled programmatic guaranteed (PG) deal, enhanced by custom HAQM Marketing Cloud (AMC) audiences, which included customers who had searched for hydration-related keywords in the last 30 days. Leveraging APC's Audience Collaborations feature, Sports Research activated a deal with a leading STV broadcaster by overlaying their custom AMC audiences against the publisher's deep content signals.
The integration of custom AMC audiences within the APC-enhanced PG deal proved to be a game-changer, yielding results that exceeded Sports Research's expectations. Using 56% less spend compared to the control, the APC-enhanced deal successfully reached the intended audience at a rate approximately 1.8 times higher than the benchmark, while also driving at least 51% more efficient costs in reaching the desired users. This demonstrated the power of combining Sports Research's proprietary AMC audiences with publishers' exclusive deep content signals to curate highly relevant, premium supply.
The combination of expanded reach, improved cost-efficiency, and robust conversion rates showcased the full-funnel impact of APC-enhanced deals, allowing Sports Research to maximize their advertising budget while reaching a broader audience.
Case Study
JLab has sold their consumer electronics products on HAQM since 2014, but they wanted to grow their brand awareness and top-line sales. By collaborating with XPN, an HAQM Marketing Cloud (AMC) service and software provider, JLab gained insights from AMC that helped them achieve greater visibility into their organic retail signals and optimize their ad spend. JLab has used sponsored ads and HAQM DSP to achieve substantial global growth, and they wanted to further increase the reach of their advertising by exploring new ad strategies, including the use of HAQM Streaming TV (STV) ads.
The brand decided to create an AMC account to obtain more information about their customers. To help set up the account, in August 2022, they reengaged HAQM Ads advanced partner Skai, a leading omnichannel advertising platform that specializes in unique decisioning, activation, and optimization solutions across commerce media. Then, in early 2023, JLab began to work with XPN on using insights from AMC to enhance their advertising strategy. By using AMC Flexible Shopping Insights, a subscription-based feature in AMC providing ad-attributed and non-attributed signals, XPN gained a more holistic perspective of JLab’s performance in their Brand Store. They helped JLab identify the ideal products to promote to new-to-brand (NTB) customers, maximizing customer lifetime value and minimizing customer acquisition cost.
JLab implemented changes to their strategy based on the AMC insights they obtained through XPN’s solutions. In three months, they reduced the bid by 50% on their seven highest spending branded keywords, which saved their advertising budget 30% while maintaining stable traffic to product detail pages.
Measurement solutions from HAQM Ads to help optimize your ad budget
HAQM Ads can help you optimize your ad budget and eliminate wasted media spend with holistic reach and frequency management across HAQM and the open internet. Through HAQM DSP you can consolidate media investments and apply user and household frequency caps to maximize reach across your media investments.
- Make your working media dollars go further with low tech fees on HAQM DSP. Extend your working media budgets with our low 1% tech fees for programmatic guaranteed (PG) deals on third-party supply, and 0% tech fees for PG deals across HAQM-owned and operated inventory. This is competitive in the industry compared to typical 3%-5% tech fees for PG deals.
- Connect your brand to customers with increased precision fueled by HAQM signals across their journey. Deliver more relevant ad experiences across digital touchpoints informed by HAQM’s trillions of browsing, shopping, and streaming signals. Our interoperable tech enhances your media investments by combining HAQM’s exclusive signals with publishers’ proprietary data, in concert with your first-party data and third-party data providers, to reach the right audience, at the right time, with the right message.
- Optimize performance for your media investments and measure results across the funnel. Connect your upper-funnel brand building efforts to downstream performance metrics, and measure what matters with our comprehensive menu of over 70+ trusted measurement solutions. This empowers you to make smarter optimizations and drive efficiency and performance throughout the customer journey.
- Bid with confidence and maximize supply path efficiencies at no extra charge. HAQM DSP helps redirect your media spend away from low quality made-for-advertising (MFA) sites, and filters out invalid and undesirable traffic from the bid stream.
If you’re new to HAQM Ads and just getting started on advertising, you may be interested in additional resources. We offer the following resources to help you understand your budget options for sponsored ads products like Sponsored Products and Sponsored Brands.
Read our guide on how to plan and set up your advertising budget for Sponsored Products.
Watch our short videos on budget rules for Sponsored Products and how to use them.
Our Introduction to bids and budgets webinar is designed for beginner advertisers and will guide you through the basics of budgets for sponsored ads campaigns.
Once you are comfortable with the basics of sponsored ads budgets, our Tips for optimizing your budgets and bids webinar can help optimize your budget with more advanced tactics.
如需更多支持和指导，请联系我们，申请由亚马逊广告管理的服务。有最低预算要求。
