Keeping units moving during times of economic uncertainty with Perpetua

A note on tariffs & trade developments

The recent tariff implementations, pauses, and overall economic uncertainty have left brands in a state of need to assess and adapt. While brand challenges driven by economic forces aren’t a new issue, this is an inflection point of needing to figure out how to keep moving units under new economic pressures. This is a summary of recent disruptions with outlined immediate ways that Perpetua’s platform can help you make your media investment work as hard as possible within the current landscape.  

New tariff implementations by the U.S. government have widespread global impacts. While the U.S. has announced, implemented, and then delayed reciprocal tariffs for many countries, tariffs on China appear to have the most sticking power as of today. Tariffs are leading brands to assess the need to raise prices, adjust supply chains to source from other countries, and pause inventory shipments.   

The tariffs are also creating increasingly price-conscious consumers. This week, the Cleveland Research Center released data revealing 80% of consumers surveyed have already changed their spending behavior, with nearly half expected to decrease their purchase frequency or size because of tariff announcements. While consumer staples and healthcare are expected to see softer impact as essential categories, consumers may begin trading down to value brands and private labels because of growing price sensitivity.   

Making your media investment work harder

As you assess these evolving market shifts, here's how Perpetua can support you in making your media investment work harder. With Perpetua, you can:  

Track account and ASIN profitability to inform Sponsored Ads and DSP investment optimizations 

• Utilize Perpetua’s “Sales & Traffic” analytics tool and take advantage of profit reporting at an account and ASIN level.  

• The “Profit” and “Profit Margin” metrics in this tool are calculated by deducting your products’ cost of goods, advertising spend, Amazon fees and Item Tax (VAT) paid by shoppers from Total Sales. To maximize our profit feature, you will need to upload your products’ cost of goods (COGs) for each marketplace and ASIN. 

Pause ads when inventory levels fall below defined thresholds 

• Quickly adjust promoted ASINs by receiving recommendations to pause ads for products with inventory levels below a defined threshold.  

• With our Inventory Optimization strategy, you define the minimum available inventory threshold for products in Sponsored Product classic multi-campaign goals and our platform will alert you when to pause and when to re-enable products based on changes in inventory.  

Auto-adjust bids based on organic rank to prioritize incrementality 

• Perpetua’s Organic Rank Optimization tool allows you to set organic thresholds and bid rules to automatically adjust target bids based on a promoted ASIN’s organic rank on the target (e.g. keyword).  

• This tool helps in maintaining a balanced approach to advertising, preventing excessive ad spend on products and targets already performing well organically while strategically boosting visibility for products experiencing a decline in organic rankings. 

Optimize towards efficiency by applying automated Intraday Bidding Schedules to goals 

• One of three available objectives for our Amazon Stream intraday bidding schedules is “Maximize Efficiency.” This objective prioritizes advertising efficiency, strategically reducing wasted ad spend during inefficient hours while boosting bids during efficient hours of the day. 

• As long as your goal has 7 days of historical performance, you can include it in an automated schedule that will dynamically adjust bid multipliers. 

Focus planned media budget against top performing targets, campaigns, and goals 

• Perpetua offers controls to hone media budget towards the goals, campaigns, and targets driving the most efficient and effective return.  

• Additional levers you can pull to make your media investment work harder include: 

  • Set-up a Total ACoS Optimization strategy that takes into consideration profitability, and to be alerted to opportunities to adjust goal or segment target ACoS.  

  • Establish Negative Exact Match Rules to receive suggestions for keywords to negative exact match within your campaigns based on click and conversion guardrails you define. 

  • Secure proactive recommendations for keywords to negative match to reduce wasted spend on irrelevant keywords.  

  • Control the maximize percentage of your segment budget going to a specific campaign with our Limit Budget Allocation feature.  

  • Proactively pause a keyword or ASIN target with goals, using in-app or bulk capabilities.  

  • Leverage Custom Goals to control the budget and target ACOS more precisely for priority products and keywords.  

Utilize AMC Audiences within DSP and Sponsored Ads campaigns to focus media budget against top performance audiences 

• With AMC audiences, you can create custom audiences based on Amazon Marketing Cloud insights to layer into your Amazon campaigns. 

• Within upper funnel activations, maximize the efficiency of your investments by testing high-intent audiences such as AMC High-Value Shopper Lookalikes and Past Purchaser Lookalikes. 

• For lower funnel strategies, utilize AMC Cart Abandoners and Repeat PDP Viewers to boost conversion 

• Drive efficiency by taking advantage of advanced campaign settings for frequency caps and site optimizations 

• Perpetua DSP self-serve users can take advantage of an open beta for DSP Site Optimizations, which automatically filters out underperforming sites based on conversions and DPVs 

• Our Frequency Caps Optimizations tool automatically optimizes impression delivery based on conversion, minimizing wasting impressions on the same audience group and driving incremental reach. 

 The above levers are available regardless of the current macro-economic state, yet they present outsized value during this time. All eyes are on this dynamic environment, and our team is watching closely while planning deeper analysis to arm you with data, insights, and guidance on how to navigate this situation.