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

A. Yes

B. No

How to Maximize the Performance of Amazon Marketing Services

Turning Holiday Shoppers’ Searches into Incremental Revenue Via AMS

Event Logistics

• Submit Questions In the Chat Box to the Right

• Session Recording Will Be Sent out Friday

• More Resources In the Handouts Section to the

Right

TODAY’S SPEAKERS

Pat PetrielloSenior Marketplace StrategistCPC Strategy

David CooleyMarketplace Channel ManagerCPC Strategy

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

•Recognized as one of the Top 10 best places to work in SD

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

Event Agenda

• Amazon Marketing Services Landscape

• Different Ad units Within AMS

What are they?

What are the Optimizations to make for the Holidays?

CPC Strategy Client Success Stories

• Live Walk-through and Open Q&A

Amazon Marketing Services Landscape

The Amazon Marketplace Landscape

Source: *Simmons Research NHCS - United States, Summer 2015 **ComScore Plan Metrix Jan 2016 (3 mth Avg - %Comp) ***State of Amazon 2016 - http://bloomreach.com/amazon/

25% of Amazon visitors will pay more for a product made by a brand that they can trust.**

41% of Amazon visitors agree that price is the most important consideration when making a purchase.**

55% of consumers turn to Amazon.com first when searching for products online***

200% Q4 2015

110% 2015 Black

Friday

160% 2015 Cyber

Monday

110% Q4 2015

25% 2015 Black

Friday

80% 2015 Cyber

Monday

Attributed Ad Sales* Ad Impressions**Source: 2015 Cyber Monday Internal Data, Amazon Q3-Q4 2015 * compared to 2015 **compared to prior BF/CM

Amazon Marketing Services Key Driver in 2015 Holiday Sales

What is Amazon Marketing Services?

Source: Amazon Marketing Services Q4 2016: Holiday Best Practices

Why is AMS important to Vendors?

AMS empowers Vendors to get their brand and their products seen by more Amazon shoppers at various stages of their purchase intent. Increased visibility leads to more sales.

Headline Search Ads

Headline Search Ads - Top of Funnel

Headline Search Product Display Ads Sponsored Products

Ad Placement Top of SERP Product Detail Pages Right RailTop/Bottom of SERP

Targeting Keywords Product TargetingInterest Based

Automatic – Content DrivenManual – Keyword Driven

Select Availability Vendors Vendors Vendors and 3P Sellers

Purchase Funnel Top Bottom Middle

Targeting DestinationCustom URLCreate a PageAMS Brand Page

Product Detail Page Product Detail Page

Headline Search Ads Landing Page Options

Create a page allows for the greatest degree of segmented targeting.

Amazon Pages are best for branded searches.

Custom URL only drive to the top level browse node (ex: Home & Kitchen).

Headline Search Optimizations

Headline Search Ads typically result in more click volume at lower CPC’s than Product Display ads.

Conversion is dependent upon selecting the most relevant landing page for the search terms being targeted.

Using a customer’s search query as an indicator of intent leads to higher converting campaigns.

Copy messaging should speak to the holiday season. No unsubstantiated claims (i.e. World’s Best Gift…).

Use hi-res holiday inspired images and text in ad creative. Implement A/B Testing with various holiday creative.

Source: Amazon Marketing Services Q4 2016: Holiday Best Practices

Success Story #1: Medical Brace Vendor Drives Traffic to “Best Sellers”Challenge: Improve brand awareness, increase visibility and most importantly―drive traffic to their best selling products.

Strategy:

Educate the consumer about the product Built out campaigns that directed consumers to brand pages with a

focus on “best seller” products complete with videos & customized detail pages.

Created Defensive & offensive campaigns through PDAs

Results:

Sponsored Product Ads

Sponsored Product Ads - Middle of Funnel

Headline Search Product Display Ads Sponsored Products

Ad Placement Top of SERP Product Detail Pages Right RailTop/Bottom of SERP

Targeting Keywords Product TargetingInterest Based

Automatic – Content DrivenManual – Keyword Driven

Select Availability Vendors Vendors Vendors and 3P Sellers

Purchase Funnel Top Bottom Middle

Targeting DestinationCustom URLCreate a PageAMS Brand Page

Product Detail Page Product Detail Page

Sponsored Products Targeting

Automatic Targeting is driven by your product content. Amazon will match your product to relevant customer search terms.

Manual Targeting requires you select keywords you’d like to target.

The way the sponsored products placements work are as open auctions for all of the qualifying products from all sellers vying for that space. The "winners" of the auction are determined by relevancy, the bid level, and sales history.

Sponsored Product Optimizations

Automatic Campaigns can be used to keyword harvest and identify niche opportunities.

Run the campaign continuously to account for volatile holiday traffic. Identify your maximum daily budget and pace the campaign to spend as quickly as possible.

Manual Campaigns should typically have higher CPC bids than automatic campaigns and specifically target search terms and keywords that have been identified as valuable.

Consider increasing bids prior to Black Friday/Cyber Monday through the end of January due to the expected rise in the average cost per click (ACPC) across all AMS ad products.

Enable Bid+ within Sponsored Products to help increase your chances of winning the top of search placement.

Source: Amazon Marketing Services Q4 2016: Holiday Best Practices

Success Story #2: Tool Manufacturer’s Sales Increase 43%

Challenge: With no active AMS Strategy in place, a power tool manufacturer was faced with the challenge to improve their ROI in Q3

Strategy: • Initial launch their AMS campaigns• Build out 5 new SP campaigns each week, in addition to

development of one headline search ad and one product display ad. (focus on SP)

Results:

Product Display Ads

Product Display Ads - Bottom of Funnel

Headline Search Product Display Ads Sponsored Products

Ad Placement Top of SERP Product Detail Pages Right RailTop/Bottom of SERP

Targeting Keywords Product TargetingInterest Based

Automatic – Content DrivenManual – Keyword Driven

Select Availability Vendors Vendors Vendors and 3P Sellers

Purchase Funnel Top Bottom Middle

Targeting DestinationCustom URLCreate a PageAMS Brand Page

Product Detail Page Product Detail Page

Product Display Ad Targeting

Product Targeting typically results in lower click volume, higher CPC’s, and a lower ACOS than interest based targeting.

Interest Based Targeting is intended to cast a wide net with less relevancy, which typically leads to greater click volume, lower CPC’s, and a higher ACOS than product targeting.

Employing a mix of both is best practice for ensuring you are getting in front of as many potential customers as possible.

Product Display Ad Targeting Strategies

A Defensive Strategy protects your product detail pages against targeting advertisers.

An Offensive Strategy targets competitor detail pages to reach shoppers just before they make their final purchase decision.

Success Story #3: Electric Appliance Vendor Targets Competitors

Challenge: Increase product visibility and target competitors, while keeping ACOS as low as possible

Strategy:

Built out specific AMS Product Display ads for their best-selling space heaters to target competitors & similarly priced products in their category.

The campaign focused predominantly on similarly priced products within the same price range.

Results:

Are you interested in elevating your Q4 Amazon Marketing Services strategy?

A. Yes, please contact me to discuss my AMS strategy

B. No thank you, we’re getting the most out of it

Live Walk-Through

Live Q&ASubmit your questions in the chat box on the right

cpcstrategy.com/amazon-evaluation

www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Apply For A Free 60 min. Channel Evaluation

Pat PetrielloHead of Marketplace StrategyCPC Strategy

David CooleyMarketplace Channel ManagerCPC Strategy