How to Generate a Higher ROI with Amazon Marketing Services

A m a z o n V e n d o r C o u r s e

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Session Recording Will Be Sent Next Week

Q&A Following the Presentation

Submit Questions In the Chat Box to the Right

More Resources In the Handouts Section to the

Right

T O D AY ’ S S P E A K E R S

David CooleyMarketplace Channel AnalystCPC Strategy

Jeff ColemanDirector, Account ManagementCPC Strategy

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•300+ Active Retail Clients

•Top 50 fastest growing company in San Diego 3 years

CLIENTS

About CPC Strategy

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

Poll For The Audience…Are you currently utilizing Amazon Marketing Services?

A. Yes, consistently

B. Yes, but not to its full potential

C. No, I need to learn more about AMS

D. Not utilizing AMS at all

David CooleyMarketplace Channel Analyst

Head of AMS Program Development at CPC Strategy Senior Amazon Analyst for both Vendor & 3P Sellers Head of AMS Education Program at CPC Leader in AMS Strategy Meetings

Course Overview

• What is Amazon Marketing Services – “The Basics”

• Ad Placement within the Amazon SERP

• Leveraging Headline Search Ads to Increase Visibility

• Utilizing Product Display Ads to Target Competitors

• Sponsored Products Through AMS

• Q&A

What is Amazon Marketing Services – “The Basics”

Definition:

“AMS is an advertising solution primarily for Vendors, and select 3P Sellers to enhance their brand discoverability and drive demand for their products sold on Amazon.com through three different types of Ad placements”

Depending on the Campaign type, AMS allows a user to control everything from which Keywords to bid on, which ASINs to target and advertise against, ad copy and content for ads, and even customization of Amazon Brand Pages

What is Amazon Marketing Services – “The Basics”

Headline Search Location

*Appear above all organic search results at the top of the SERP, below the search bar.

Product Display Location

*Appear in the bottom right corner of a product detail page below the Buy Box.

Sponsored Products Location

*Appears on the right rail on the side of the SERP.

Sponsored Products Location

*Appears occasionally at the top of the SERP above all organic rankings BUT BELOW any Headline Search Ad.

Sponsored Products Location

*Appears at bottom of SERP below organic search results.

Purchase Funnel

Leveraging Headline Search Ads to Increase Visibility

Ad PlacementTop of the SERP above all organic search results and above the fold

TargetingKeywords (2 different types)

• Suggested Keywords Keywords suggested by Amazon based on popular search queries that are relevant to the products within your brand

• Your Own KeywordsKeywords you enter on your own

Seller Availability• Vendors

Purchase Funnel• Top of the Funnel

Leveraging Headline Search Ads to Increase Visibility

Traffic Destination

Custom URL• A custom landing page created by entering 3 or more ASINs in the Amazon

search bar, separated by a “ | ” symbol• Take the URL from the search results and copy/paste it in the appropriate

location when creating your AMS ad

Best Selling Products Page• A landing page featuring your brand’s best-selling products

AMS Brand Page• Brand page allows customizable features such as a Hero Image, Hero

Product, a Selection of Best Sellers, a Text Box• Most popular landing page because a seller can showcase their entire

catalog

Headline Search Pages

Creating A Custom URL

Copy / Paste URL

Utilizing Product Display Ads to Target Competitors

Ad PlacementBottom right corner of a product detail page, below the Buy Box and Other Sellers

Targeting (2 different types)

• Product TargetingShow on detail pages of products you are specifically targeting

• Interest BasedShow up on detail pages of products for customers who share the interests you select

Seller Availability• Vendors

Purchase Funnel• Bottom of Funnel

Traffic Destination• Product Detail Pages

Product Display Targeting

Product Targeting

Interest-Based Targeting

Sponsored Products Through AMS

Ad PlacementRight Rail on the right side of the SERP, at the bottom of the SERP below all organic results, and occasionally near the top of the SERP above all organic results

Targeting (2 types)• Automatic - Content Driven

Available only for 3P Sellers

• Manual - Keyword Driven Available to 3P Sellers and Vendors

Seller Availability • Vendors and 3P Seller

Traffic Destination• Product Detail Page

Sponsored Products Suggested Keywords

Sponsored Products Own Keywords

Headline Search• Amazon Brand Page• Custom URL

Product Display• Product Targeting

Sponsored Products• Advertise Top Selling Products

Where To Start?

Questions for David?Submit your questions in the chat box on the right

cpcstrategy.com/amazon-evaluation

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David CooleyMarketplace Channel Analyst