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Amazon Marketing Services: The Tool You Need This Holiday Season

Date post: 22-Jan-2018
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Amazon Marketing Services: The Tool You Need to Succeed This Holiday Season on Amazon
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Page 1: Amazon Marketing Services: The Tool You Need This Holiday Season

Amazon Marketing Services:

The Tool You Need to Succeed This Holiday Season on Amazon

Page 2: Amazon Marketing Services: The Tool You Need This Holiday Season

Today’s Logistics

Session Recording + Slides Will Be Sent Out

Join in the Poll Questions!

Submit Questions to Our Panelists

Page 3: Amazon Marketing Services: The Tool You Need This Holiday Season

Today’s Event Speaker

David CooleyManager of Marketplace

Strategy

Page 4: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 5: Amazon Marketing Services: The Tool You Need This Holiday Season

What is AMS & Why Is It Essential for Amazon Vendors?

Page 6: Amazon Marketing Services: The Tool You Need This Holiday Season

What is AMS?

Page 7: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 8: Amazon Marketing Services: The Tool You Need This Holiday Season

The 3 Ad Types in AMS & Their Roles for Conversions

Page 9: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 10: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 11: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 12: Amazon Marketing Services: The Tool You Need This Holiday Season

Holiday-specific Strategies & Optimizations:Headline Search Ads, Sponsored Products,

Product Display Ads

Page 13: Amazon Marketing Services: The Tool You Need This Holiday Season

Headline Search Ads

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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.

Page 15: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 16: Amazon Marketing Services: The Tool You Need This Holiday Season

Sponsored Products

Page 17: Amazon Marketing Services: The Tool You Need This Holiday Season

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.

Page 18: Amazon Marketing Services: The Tool You Need This Holiday Season

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.

Page 19: Amazon Marketing Services: The Tool You Need This Holiday Season

Product Display Ads

Page 20: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 21: Amazon Marketing Services: The Tool You Need This Holiday Season

PDA - Offensive Strategy vs Defensive Strategy

Offensive Strategy

➢ Use your best performing products in offensive PDA campaigns for best results.

Page 22: Amazon Marketing Services: The Tool You Need This Holiday Season

PDA - Offensive Strategy vs Defensive Strategy

Defensive Strategy

➢ Use your best performing products in defensive PDA campaigns for best results.

Page 23: Amazon Marketing Services: The Tool You Need This Holiday Season

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

Page 24: Amazon Marketing Services: The Tool You Need This Holiday Season

Important Ad Metrics To Monitor

Page 25: Amazon Marketing Services: The Tool You Need This Holiday Season

Important Ad Metrics to Monitor

➢ Clicks

➢ Spend

➢ Sales

➢ ACOS

Page 26: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements

Page 27: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Offensive SP

Page 28: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Defensive SP

Page 29: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Offensive HSA

Page 30: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Defensive HSA

Page 31: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Offensive PDA

Page 32: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Offensive PDA

Page 33: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Defensive PDA

Page 34: Amazon Marketing Services: The Tool You Need This Holiday Season

Not all Ads are Created Equal

Page 35: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Headline Search

Page 36: Amazon Marketing Services: The Tool You Need This Holiday Season

Examples of Ad Types & Placements - Product Display

Page 37: Amazon Marketing Services: The Tool You Need This Holiday Season

Schedule Your AMSAccount Health Evaluation

www.cpcstrategy.com/amazon-vendor-services

Page 38: Amazon Marketing Services: The Tool You Need This Holiday Season

Questions for Our Speaker?

David CooleyManager of Marketplace

Strategy


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