Amazon CPM Ads: A Possible Alternative to Google AdSense

[Clarence]

From Amazon Publisher page:

What is Amazon CPM Ads?
Amazon CPM Ads is a display advertising program that enables you to show ads from Amazon and other premium advertisers on your web site(s). You will be paid on a cost per thousand impressions (CPM) basis for each ad impression served.


\Note: Other Premium Advertisers.


How does Amazon CPM Ads differ from Associates Banners, Widgets, and Product links?
Amazon CPM Ads offers the following benefits:
Cost-per-thousand impression monetization that gives you the opportunity to earn revenue from every impression.
Display ads from Amazon and other premium advertisers.
Set your target CPM and you will earn a monthly CPM that is guaranteed to be at or above your target for the ad impressions we fill. Any unsold impressions will be sent to your existing ad network via the passback feature.
You only need to integrate the ad code for Amazon CPM Ads once. Ads are automatically updated to stay fresh and relevant to your users.


This could be a hugh benefit to Adsense Publishers. I'm getting ready to test it out.

[netmeg]

Maybe. I wonder if it's available to people who were booted out on account of nexus.

[IanCP]

Big Threat to Adsense - Amazon CPM Ads

Yeah right. Having been with Amazon much, much before AdSense was even invented, I'd say that is a MOST optimistic forecast at present.

Well into the future?

With permission of the mods, here is a link to the existing [now problematic] Amazon Associates Discussion Board on your topic, and how those who have trialed it so far, have found it.

[forums.prospero.com ]

I can't guarantee outsiders will get access to the discussion.

[edited by: martinibuster at 4:05 am (utc) on Nov 12, 2014]
[edit reason] Spliced post. [/edit]

[johnnie]

Google should be more concerned about Facebook's plans to roll out a content network.

[netmeg]

Facebook could be a game changer because of the targeting possibilities. I don't think Amazon is likely to be a real competitor to AdSense; the CPM model really only pays off unless you have a ton of traffic, and if you do, you're probably already using AdSense and media.net. Might be good for backfill.

[tangor]

And I suspect that a few more users will enable adblocks when the chit storm arrives. :)

That said, income can be made, but the web is so diluted (wide ranging, too many pages) that no mansions will be in the near future. And the dilution is only getting worse... which means YOUR (that means my sites, too) have to be top of the crop, best of the bunch, a brand, king kong... to get an income equal to a cup of coffee and a donut per day. :)

Guys and gals! I did put a smilie on that!

[atladsenser]

Should be really interesting to see how Amazon's AdSense competitor plays out. It's difficult to see right now what advantages they offer over Google, from a publisher's point of view, especially b/c AdSense has such a huge number of advertisers already, and Amazon will have to start from scratch with that.

What would be really interesting is if Amazon provides more granular data on ad performance than Google. I'd love to see not only which categories of ads perform best, but which individual ads perform best -- and when an advertiser is running a campaign, which combination of photo and text is performing best.

That would be really interesting, if Amazon could provide that.

[incrediBILL]

Google should be more concerned about Facebook's plans to roll out a content network.

Facebook isn't a shopping destination unless you're selling Farmville. I don't know anyone that goes shopping by starting at Facebook.

I don't remember which thread it was discussed in recently, but apparently a large percentage of people start searching on Amazon first when they go shopping and bypass Google altogether.

If you haven't noticed, Amazing is running all sorts of ads already on their site for 3rd party products and other content, so I suspect they already have a substantial ad network in place just waiting to expend it's reach.

If it's successful, I think Amazon could give Google a run for their money as Amazon is competing directly against Google with their own media and content, including a private Android app store, plus movies, music, books, etc. so they have the entire content ecosystem.

It makes sense that they would start to expand this ecosystem, just like Google did.

Facebook isn't even close to any of that, not even on the same playing field.

[Lame_Wolf]

Technology giant Yahoo said it will buy digital video advertising service BrightRoll for $640m (£402m).

[bbc.co.uk...]

[Clarence]

The factor I think plays a big roll is that Amazon allows other advertisers.

A lot of Advertisers are constantly looking for cheaper CPC prices, and Google has priced some out of the markets. So if Amazon reach gets large enough, Advertiser will be attracted to it.

If Amazon only allow premium sites, I would be happy to pay for CPM Ad vs going through Google CPC and paying more.

[seoskunk]

Well we were talking about Amazon but...

Facebook isn't even close to any of that, not even on the same playing field.

Millions of business's have facebook pages, millions, not to far a stretch to help them turn those pages into shops.

Many people already trade on facebook. They may not have the mechanics yet but the buyers are already there.

[Clarence]

I currently make money advertising on Facebook. It's a Different Animal then Google Adword's, but in my niche it works. I use the right side bar Ads or the Newfeeds Ads and I get profitable conversions. Facebooks Audience insight tool is a Gold mine for direct sells, and lead building.

What Amazon has going for it is Name and Brand. Amazon is already made up of a lot of smaller stores, and they already have Product based Advertisers and if they can reach audience on other site for dirt cheap CPM prices they will try it.

And being paid CPM you wouldn't replace Adsense, but use Amazon to make a little extra money.

Now if Amazon started allowing targeting base on it's Publishers site, some advertiser would choose to target the Amazon Units vs the Adsense Ad Unit pushing the prices up of their ad, while taking away Adsense Advertisers from Adwords.


Google is a Company a lot of Publishers and Advertisers love to hate, and if viable options is available they will try it.

And being that Amazon has so much experience with product sells, I can see them being able to take a lot of market share from Google for Product based Advertising.


People may Google a Product.
Amazon it.
Or visit a site with Info about it. << Where Amazon wants to be.


Remember Amazon purchased the largest Digital Camera Website on the Web dppreview.

So they realize how important it is to be on the websites of products.

Anyone with product based site could potentially see more revenue on a CPM model especially with other product site competing for that space.

You could currently place some Amazon Affiliate ad on you product site, but then you are dealing with low conversion percentages, and static non optimized banners.

If the banner could switch between Amazon offers, and Offers from other advertiser "including ones looking to brand", that space could become very valuable through Amazon's Adsense.

An advertiser who would be willing to spend $1.00 per click, could be willing to spend $20 per CPM if the conversion rate is good.

Without having to compete on Quality score, CTR, etc on a CPM model it could be more effective and profitable then Adwords.

Remember a lot of publisher lost a lot of money because of Google's strict Guidelines.

I would have no problem allowing a thin Affiliate sites with a low CTR advertising on one of my properties if they are paying a good CPM.

[Swanny007]

I tried out Amazon CPM ads, put it up as the header 728x90 ad on one of my forums last night. I made AdSense the Passback ad. I set the minimum (target) CPM to match what I was making with AdSense, so in theory I should make more money.

It's too early to draw any conclusions but early thoughts are the CPM is above the target but the fill rate is terrible, about 30%. I'll give it at least a week to see how it goes, maybe longer if the CPM remains decent.

[Clarence]

A lot of people on the Amazon forum was calling it bad from 600 impressions after 3 hours.

Something like this will take months to test, and time as more advertisers get on board and start spending.

[incrediBILL]

Millions of business's have facebook pages, millions, not to far a stretch to help them turn those pages into shops.

Irrelevant to my point that Amazon competes on all fronts going after Google's market in a major way vs. Facebook which is just social media and ads.

Amazon probably has the best shot and taking away a substantial amount of Google's revenue share than anyone currently in this horse race IMO unless Facebook, Bing and Apple would permanently join forces as I think it would take that trio of technology to build an ecosystem big enough to mount a major offensive against Google or Amazon.

Anyway, I'm willing to give the Amazon ad service a try and I think it will pick up steam once advertisers see an expanding market share.

People need to install Amazon ads and keep it installed for a few months or longer so Amazon has time to show advertisers that they have the page inventory available.

Unless we keep it on our pages, advertisers won't have an incentive to try it. Unlike YPN! in the past, which was horribly mismanaged, I think Amazon has a better chance for success, especially if we just give it time to expand.

[netmeg]

Facebook has the targeting. I for one see a lot more potential for a Facebook ad network than an Amazon ad network. Which doesn't matter, because there is no FB ad network. Yet. But when there is, I'll be all over it.

[tangor]

Alternative ad markets has been the holy grail for some time. In this case it looks like Amazon just might have enough clout to get significant market share. If that happens others will pile on (which is good) and the stranglehold G has might be challenged. As with all things on the speedy internet (winkers) time will tell.

[avalon37]

I agree with netmeg that in my opinion Facebook has more potential to execute this properly. Amazon's Affiliate program frankly is terrible for many reasons. While it's not the same, I don't think Amazon is the one to grab market share from Google.

[IanCP]

Amazon's Affiliate program frankly is terrible for many reasons.

Having been with Amazon since 1998, I tend to disagree.

I know a great many folks who have done spectacularly well with Amazon. For many years. Continue to do so, subject to the Google Zoo which afflicts many of us.

As far as pure affiliate programmes go, it is the best I've been associated with for my genre.

However, as with all things, it doesn't suit everyone. Likewise AdSense doesn't suit everyone either. One of Amazon's top affiliate earners, a friend couldn't make petty cash out of AdSense in the days his traffic was 5X mine and I was making $XXXXXXXX from AdSense.

What needs to be understood with Amazon, the same applies to AdSense as well. Far too many sites were simply created for Amazon/AdSense. To me, the classic cart before the horse situation.

That is why I believe 90+% of people with accounts with Amazon and AdSense earn next to nothing. Their sites are simply more internet noise. They are the ones who tell me Amazon and AdSense are no good.

If Amazon and AdSense disappeared overnight, without replacements, how many internet sites would also disappear very quickly?

As Brett Tabke used to say, build the site first, gain the traffic and then monetise it last.

Having said that? I don't think that in the foreseeable future Amazon CPM ads will threaten AdSense. However, Jeff Bezos has always been a successful long term thinker. He doesn't make profits, because he re-invests profit as investment into the future. Not my philosophy, but it has worked well for him.

[avalon37]

My issue with Amazon Affiliate is that the product images are pretty bad; too small and way too Amazon branded for a "modern" clean looking website.

[Clarence]

My issue with Amazon Affiliate is that the product images are pretty bad; too small and way too Amazon branded for a "modern" clean looking website.

Never use Amazon's Images Banners. All they do is brand Amazon, and cost you ad Conversion.

Either use the product name with a hyperlink to Amazon or the Products Picture with a hyperlink to Amazon, or this call to action: "Read Reviews" with a hyperlink to Amazon.

[avalon37]

Thanks for the tip - but I'm done with testing Amazon. AdSense works much better for my site say the stats.

[Clarence]

To get Proper Adsense Optimization we all had to do a lot of work with trail and error.

* Keyword Testing and Tracking
* Placement Optimization
* Color Optimization
* Plus more

But when it come to other Advertising platforms we feel that if it doesn't work after a few 1,000 impression it doesn't work and we abandon it.

When I first started with Adsense I wasn't making anything, but after a lot of Googleing, Reading, and Testing I was able to improve my EPC, CTR, and RPM. It didn't happen after a few thousand impressions or or a few hundred clicks, it took month of Optimization.

Adsense Publishers invest a lot of time optimizing for Google and Adsense, but expect other network to just work out the box.

That is probably one of Google's Greatest strength, Webmaster's Faith in it, and webmasters Resistant to try anything else.

At one point most Webmaster were to scared to try anything else out of fear of violating Adsense TOS, giving Google a Monopoly on their site.

Webmaster were too scared to try affiliate networks out of fear of losing SEO ranking from Google, again giving Google a Monopoly on their site.

Whenever a new Advertising Alternate is announced some Webmaster react to it negatively without ever testing it, or stir fears of Google TOS violations.

"almost as if it's propaganda against other advertising networks" -- wearing my conspiracy theory hat

All Advertising Networks require 2 things:

* Quality Publishers with Quality Traffic
* Paying Advertisers


But you need the Quality Publisher with Traffic First to attract the Advertisers.

Since there is such an aversion to any NON-Google Adsense, Google was able to remain dominate and basically Monopolize.

We've seem what Monopolies do.
We've all seen out RPMs.....

An Advertiser would be willing to spend the same amount for an ad on the same site regardless of if it was through Google or another Network, but Advertiser didn't have an option of using another network to Advertise on that site.

But this time, thing are different.

Amazon already has existing relationships with product Advertisers and exist profitable Traffic. 1-2 years from now Amazon will be a dominate playing the Product Based Content Network Advertising Industry.

Mark my Word, and Get to Testing/Optimizing Early!

[IanCP]

My issue with Amazon Affiliate is that the product images are pretty bad; too small and way too Amazon branded

There are literally a plethora of images and sizes available.

Somewhere, which I can't immediately find now, is a whole series of links relating to many sizes. The only variable is the ASIN number.

I'd recommend you do some research. Amazon resources are quite vast.

I've never had a problem in 16 years.

[zdgn]

Unlike paste-and-forget AdSense, Amazon works for me whenever I can afford the time and effort to be as granular as possible. I have to work quite a bit for Amazon to work.

Meaning: I identify the exact step of the buying cycle for which a page, down to the content core, is fit for.

I then find the product, display it, and leave it for extensive periods of time to gather data.

Analyze, Modify, Repeat if necessary.

Again, at least for me, takes a lot of time and effort. And way easier said than done! :D

[alika]

Amazon's program is starting to improve. They changed their code.

Now, when you set a particular CPM -- say $2 CPM -- you will actually get $2 CPM. That's a big win in my book.

[Clarence]

Unlike paste-and-forget AdSense

Paste and forget! I wish. Took a lot more then Paste and forget to succeed with Adsense. Well at least for me.

[coachm]

I like the potential on this. Despite what has been said here, amazon has a huge stable of advertisers that appear ON their site. The issue will be whether publishers in this program will have access to showing those ads, and whether the fill rate improves, and eventually targeting.

I like the program. Not as a main source of income yet. It's obvious that this is pretty much early beta even if they aren't calling it that.

[Swanny007]

I've had the ad up for about a week now. Fill rate is 28% so earnings are nothing to write home about. Oh well I'll let it go for a while longer. The ad performance could depend on the niche somewhat, I'm not sure.

Amazon CPM is set it and forget it. There really isn't any tweaking or adjusting that you can do. Pick the ad size and that's about it as far as I can tell.

[coachm]

my fill rate is about the same