{"id":29136,"date":"2025-04-16T13:27:52","date_gmt":"2025-04-16T21:27:52","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29136"},"modified":"2025-04-16T13:27:54","modified_gmt":"2025-04-16T21:27:54","slug":"new-controls-for-offsite-sponsored-products-placements","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/new-controls-for-offsite-sponsored-products-placements\/","title":{"rendered":"New controls for offsite Sponsored Products placements","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Amazon is taking its first step toward letting advertisers control offsite Sponsored Products placements.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When Sponsored Products ads <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/offsite-sponsored-products-pinterest\/\">first started appearing<\/a> on non-Amazon sites in 2023, there was no way to control those placements. Advertising was fully at Amazon\u2019s whim.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This spring, however, the company rolled out the ability to choose between two broad placement types for offsite Sponsored Products ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now when you create a new Sponsored Products campaign, you will see a section called \u201cSettings for ads served off Amazon.\u201d\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There, you can choose to either:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Maximize reach<\/strong>: Drive up impressions on off-Amazon channels.<\/li>\n\n\n\n<li><strong>Minimize spend<\/strong>: Deprioritize reach and impressions on off-Amazon channels.\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, this isn\u2019t a lot of control, all things considered. You don\u2019t get the finely targeted bid adjustments and placement options that many advertisers might want for off-Amazon ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s a step toward more autonomy for brands. It is also a good reminder that now is the time to take the maintenance of your offsite Sponsored Products ads seriously.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-the-offsite-placement-options-currently-available\"><strong>What are the offsite placement options currently available?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s important to note that you can\u2019t opt in to Amazon\u2019s offsite placements for Sponsored Products. When you create a SP campaign, Amazon surfaces them externally as a default.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So where are these ads going? Your offsite Sponsored Products ads can appear mostly on social apps like Instagram, TikTok, and Pinterest and on websites like Buzzfeed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can also activate your SP ads on third-party e-commerce sites\u2014like the Asian grocery Weee!\u2014that opt into Amazon\u2019s B2B advertising service, <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/what-amazon-retail-ad-service-means-for-brands\/\">Retail Ad Service<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember, offsite placements are only a tiny portion of your overall SP placements. The vast, vast majority of your SP ads still show up on Amazon\u2019s website or app.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the offsite SP placements are a growing contingent. Based on our data at Intentwise, offsite Sponsored Products ads are steadily <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/offsite-sponsored-products-ads-are-getting-more-popular\/\">showing up in more and more places<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-you-know-if-these-sp-offsite-placements-are-working-nbsp\"><strong>How do you know if these SP offsite placements are working?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Assessing performance, however, is a different beast. In the Ad Console, download the Sponsored Products Placement Report.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The report will include \u201cOff Amazon\u201d as a new placement category. You can evaluate \u201cOff Amazon\u201d placements for impressions, clicks, CPC, spend, sales, ROAS, and more.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is, the SP Placement Report does not break down where specifically your ads are appearing. You won\u2019t know if your SP ad performance on Pinterest is vastly different than on Instagram, for example.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But you can use this report to calculate exactly how many sales are coming from your offsite SP ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-can-i-turn-off-amazon-s-offsite-placements-nbsp\"><strong>Can I turn off Amazon\u2019s offsite placements?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">While you can\u2019t switch off offsite placements for Sponsored Products ads, Amazon\u2019s new \u201cMaximize reach\u201d and \u201cMinimize spend\u201d options for these campaigns is the next best thing.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Switching on the \u201cMinimize spend\u201d option means you won\u2019t be putting a lot of spend toward these offsite placements.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For what it\u2019s worth, the \u201cmaximize reach\u201d option seems to be turned on by default for most accounts.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So if you absolutely know that you don\u2019t want much of any offsite placements, you should make sure to deprioritize these placements for all your campaigns. Run, don\u2019t walk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But what if you\u2019re not sure what box to check?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a choice with no clear answer. On one hand, people who see your Sponsored Products ads off of Amazon\u2014while scrolling through Pinterest, for instance\u2014aren\u2019t in a buying mood the same way that people who search for products like yours on Amazon are.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019re unlikely to see better ACOS numbers off of Amazon than on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if your goal is something different\u2014like to expand your New-To-Brand reach\u2014it\u2019s possible that these ads will more than prove themselves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve seen some brands find tremendous success placing ads on external sites. It can drive new shoppers to you, especially in a setting where your ad isn\u2019t going to be crowded out by a ton of other similar-looking search results.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-is-next-for-amazon-s-offsite-placements-nbsp\"><strong>What is next for Amazon\u2019s offsite placements?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The increased control over offsite SP placements is coming as Amazon really actively pushes its advertising reach beyond the confines of the Amazon app. From Buy with Prime to <a href=\"https:\/\/www.intentwise.com\/blog\/amazon\/what-buy-for-me-means-for-the-future-of-amazon\/\">Buy for Me<\/a>, Amazon is positioning its app\u2014and its ad network\u2014as a kind of gateway for all e-commerce.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The big takeaway is that you need to get serious about managing your Sponsored Ads as a multi-channel tool. The appearance of this new offsite checkbox in Sponsored Products campaigns means you now have a choice: Do you want your SP ads to appear heavily off of Amazon?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s time to think of Amazon ads as an expanded universe, and to build your offsite strategy accordingly.\u00a0<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Amazon is taking its first step toward letting advertisers control offsite Sponsored Products placements.&nbsp;&nbsp;&nbsp; When Sponsored Products ads first started appearing on non-Amazon sites in 2023, there was no way to control those placements. Advertising was fully at Amazon\u2019s whim.&nbsp; This spring, however, the company rolled out the ability to choose between two broad placement [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29137,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[96,155,243],"class_list":["post-29136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising","tag-mobile","tag-newsletter","tag-pinterest"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>New controls for offsite Sponsored Products placements<\/title>\n<meta name=\"description\" content=\"You can now deprioritize offsite Sponsored Products ads if they aren&#039;t performing. Here&#039;s how to think about that choice.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/new-controls-for-offsite-sponsored-products-placements\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New controls for offsite Sponsored Products placements\" \/>\n<meta property=\"og:description\" content=\"You can now deprioritize offsite Sponsored Products ads if they aren&#039;t performing. 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