Perpetua Releases Amazon EU Advertising Benchmarks for Q4 2021

Perpetua, the global leader in e-commerce intelligence and advertising software, today released its EU Q4 2021 Amazon Benchmark Report, highlighting Amazon’s key trends and benchmarks across five European regions, including the UK, Germany, France, Spain, and Italy. Perpetua’s Amazon Advertising Benchmark report shows that, as expected, the fourth quarter of 2021 was the strongest quarter to date, with all key metrics up, with the largest percentage increase (25%). The UK saw the largest increase in all major performance metrics in Sponsored Product, now followed by Italy and Germany.

Perpetua’s Q4 2021 EU Benchmark Report builds on campaign performance data under Perpetua’s management and examines performance across 13 categories, including Beauty, Books, Apparel & Apparel, Electronics, Nutrition, Health & Supplements, Home Improvement, Home Decor & Supplies, and CPG for home, jewelry, pets and animals, toys and children and sports and outdoor activities.

More competition and CPCs were Amazon’s ad story for 2021 and Q4, Sponsored Brand CPCs increased 3% on average, and Sponsored Views CPCs increased 5% QOQ in Europe. The report also shows an overall increase in CPMs in the fourth quarter as a result of the busy Black Friday, Cyber ​​Monday, and Christmas shopping season, where we typically see much higher engagement and conversions than the previous quarter, leading to higher CPMs. competitive pricing on Amazon DSP and a drop in return on ad spend.

“K4 was by far the most competitive quarterback ever on Amazon DSP,” said Mark James, head of Perpetua EU. “Perhaps it was the first quarter that we started to see a shift towards mass adoption of DSP as a marketing channel, with many advertisers hoping to reap the benefit of the best funnel marketing tactics to increase sales on time such as Black Friday and Cyber ​​Monday.”

In the fourth quarter of 2021, most advertisers began to focus more on funnel campaigns to reach new buyers and increase brand and product awareness ahead of Black Friday, CyberMonday, and holiday shopping. As a result, new brand purchases increased significantly (36%) and contributed to the growth of audience retargeting.

We expect significant growth in new markets in the first quarter. The Benelux and Scandinavian countries remain an untapped opportunity where advertisers can take advantage of a large supply and currently low demand for inventory. It offers an advantageous first-mover advantage that takes advantage of market share.

About Perpetua

Perpetua builds the growth infrastructure for e-commerce, including optimization and reporting technologies for the world’s smartest e-commerce companies. Through the platform, advertisers create strategy-based goals and use Perpetua’s best experts and automation to execute tactics. Integrations with Amazon, Instacart, and Google ensure brands achieve optimal engagement and engagement throughout the buyer journey, delivering unified performance insights for maximum exposure.