Post on 22-Jan-2018
transcript
Amazon Marketing Services:
The Tool You Need to Succeed This Holiday Season on Amazon
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Session Recording + Slides Will Be Sent Out
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Today’s Event Speaker
David CooleyManager of Marketplace
Strategy
Today’s Agenda
1) What is AMS & why is it essential for Amazon Vendors?
1) The 3 Ad Types in AMS & Their Roles for Holiday Conversions
1) Holiday-specific Optimizations for:➢ Headline Search Ads➢ Sponsored Products➢ Product Display Ads
1) Ad Metrics that are Important to Monitor
1) Examples of Different Ad Types on the Marketplace
What is AMS & Why Is It Essential for Amazon Vendors?
What is AMS?
Why is AMS essential for Vendors?
Headline Search Ads
Sponsored Products
Product Display
Ads
➢ AMS allows Vendors to get their brand & products seen by shoppers at various stages of their purchase intent.
➢ By strategically using AMS, vendors can expect:1. Increased product visibility2. Efficient ROI3. Higher sales volume
The 3 Ad Types in AMS & Their Roles for Conversions
Headline Search Ads - Top of the Funnel
CONVERSION ROLE: Targeting top of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail PagesRight RailTop/Bottom of SERP
Targeting KeywordsProduct TargetingInterest Based
Automatic - Content DrivenManual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting Destination
Custom URLCreate a PageStorefronts
Product Detail Page Product Detail Page
Sponsored Products - Middle of the Funnel
CONVERSION ROLE: Targeting middle of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail PagesRight RailTop/Bottom of SERP
Targeting KeywordsProduct TargetingInterest Based
Automatic - Content DrivenManual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting Destination
Custom URLCreate a PageStorefronts
Product Detail Page Product Detail Page
Product Display Ads - Bottom of the Funnel
CONVERSION ROLE: Targeting bottom of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail PagesRight RailTop/Bottom of SERP
Targeting KeywordsProduct TargetingInterest Based
Automatic - Content DrivenManual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting Destination
Custom URLCreate a PageStorefronts
Product Detail Page Product Detail Page
Holiday-specific Strategies & Optimizations:Headline Search Ads, Sponsored Products,
Product Display Ads
Headline Search Ads
Headline Search Ads - Best Practices
➢ Due to increases in traffic for the holiday season, HSAs see a huge increase in traffic as well.
➢ Use copy that is timely, relevant, and speaks to the holiday season.
➢ Include hi-res images that are holiday-relevant in ad creative.
➢ Focus on mobile customer experience as well.
➢ Use customer’s search query as an indicator of intent for higher converting campaigns.
Headline Search Ads - Landing to Your Storefront
➢ When linking directly to a Storefront, you can adjust which URL we send the prospect to based on their search query:
Type of Search Destination Page
Generic Branded (Top of Funnel) Storefront
More granular search (longer tail searches)
Specific URLs in brand page
➢ CPC Strategy-recommended naming convention
Sponsored Products
Sponsored Product Ads - Best Practices
➢ Account for Manual Campaigns typically higher CPC bids than automatic.
➢ Enable Bid+ in Sponsored Products this holiday season.
➢ Run Automatic Campaigns to keywords harvest and identify niche opportunities.
➢ Continue to run Automatic Campaigns even after initial keyword harvesting.
Why Continue to Run Automatic Campaigns?
Continue to run automatic campaigns because:
➢ There will always be new search terms.
➢ Customers will tell you what you’re relevant for ➢ Customers type what they’re looking for and Amazon will serve them the keyword
➢ Only automatic campaigns have access to the sponsored product carousel.
* If an ASIN returns back from keywords that were harvested, it's coming from the SP carousel. This information allows you to use offensive product display campaigns for more targeted and relevant campaigns.
Product Display Ads
Product Display Ads - Optimizations
➢ Employ a mix of both targeting to ensure you get in front of as many prospects as possible.
➢ Product Targeting: lower click volume, higher CPC’s, lower ACOS
➢ Interest Targeting: greater click volume, lower CPC’s, higher ACOS
Offensive Strategy vs Defensive Strategy
➢ Offensive Strategy: targeting competitor detail pages to reach shoppers before they make their final purchase decision
➢ Defensive Strategy: protecting your product detail pages against targeting advertisers
PDA - Offensive Strategy vs Defensive Strategy
Offensive Strategy
➢ Use your best performing products in offensive PDA campaigns for best results.
PDA - Offensive Strategy vs Defensive Strategy
Defensive Strategy
➢ Use your best performing products in defensive PDA campaigns for best results.
BONUS: Using Google Keywords to Pull Amazon Keywords
➢ Sellers typically have more historical data for keywords on Google
➢ Use this information to look at holiday-specific keywords or phrases that perform well and test for Amazon
Important Ad Metrics To Monitor
Important Ad Metrics to Monitor
➢ Clicks
➢ Spend
➢ Sales
➢ ACOS
Examples of Ad Types & Placements
Examples of Ad Types & Placements - Offensive SP
Examples of Ad Types & Placements - Defensive SP
Examples of Ad Types & Placements - Offensive HSA
Examples of Ad Types & Placements - Defensive HSA
Examples of Ad Types & Placements - Offensive PDA
Examples of Ad Types & Placements - Offensive PDA
Examples of Ad Types & Placements - Defensive PDA
Not all Ads are Created Equal
Examples of Ad Types & Placements - Headline Search
Examples of Ad Types & Placements - Product Display
Schedule Your AMSAccount Health Evaluation
www.cpcstrategy.com/amazon-vendor-services
Questions for Our Speaker?
David CooleyManager of Marketplace
Strategy