2016 amazon virtual summit: cpc strategy
TRANSCRIPT
The 2016 Amazon Virtual
Summit
Event Layout
Day 1
How to Gain Visibility, Discoverability & Tracking on New Product Launches
Day 2
Scaling Amazon PPC: How to Apply Innovative Best Practices to Your Sponsored Products Campaigns
Day 3
Winning Pricing Strategies For Private Label Sellers
Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent Next Week
• More Resources In the Handouts Section to the
Right
• Poll Questions Throughout Presentation
TODAY’S SPEAKERS
Jeff ColemanDirector of Account ManagementCPC Strategy
Pat PetrielloHead of Marketplace StrategyCPC Strategy
Day 4: Live Panel Q&A
Director of Business Development Amazon Seller & Blogger of $25k Challenge
Customer Success Manager
Director of Account Management Head of Marketplace 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
Facebook Group:Amazon Sales Acceleration
Mastermind
Ask to Join Group
Facebook.com/groups/AmazonSalesMastermind
Upcoming CPC Strategy Events
March 23rd 11am-12pm (PST) March 28th- 29th 10am-10:30am (PST)
Register: Link in Chat Box Register: Link in Chat Box
Scaling Amazon PPC: How to Apply Innovative Best
Practices to Your Sponsored Products Campaigns
HOW PROFESSIONAL SELLERS SHOULD BE LEVERAGING SPONSORED PRODUCTS
Pat PetrielloSenior Marketplace Strategist
Former member of Amazon Seller Services Team Former professional seller on Amazon.co.uk, eBay, Buy.com Lead architect for CPC Strategy’s Amazon Sales Acceleration Program Engineered & directed million dollar revenue stream on Amazon
Jeff ColemanDirector of Account Management
7+ years experience in retail search space Oversees the Structured Data Department at CPC Strategy Oversees the CPC Training Program Founded CPC University
(An advanced program dedicated to the education of retail search strategies)
Overview
• Sponsored Products Placements on Desktop & Mobile
• Organic Rank Factors & Role of Sponsored Products
• Demand Generation vs. Demand Capture
• ROI vs. Rank-Driven Campaigns
• Keyword Harvesting & Keyword Research
• The Power of Long-Tail
• Targeting Complementary Items
Poll For The Audience…Which describes you best?
A. Third Party Reseller
B. Third Party Brand Manufacturer
C. Vendor to Amazon (Access to Vendor Premium Services)
D. Not currently selling on Amazon
www.CPCStrategy.com | 619.501.6138 | [email protected]
Sponsored Products Placements - SERP
www.CPCStrategy.com | 619.501.6138 | [email protected]
Sponsored Products Placements - SERP
www.CPCStrategy.com | 619.501.6138 | [email protected]
CPC Strategy’s Approach to Success on the Marketplace
www.CPCStrategy.com | 619.501.6138 | [email protected]
External Keys to Success – Demand Capture vs. Demand Generation
What does Amazon do well? …. Demand Capture
Best converting site on the internet
Most loyal customers in the world
www.CPCStrategy.com | 619.501.6138 | [email protected]
External Keys to Success – Demand Capture vs. Demand Generation
What Is It Not?
X A social platform to engage with new / existing customers
X A video platform to showcase your productX A social influencer with social equity in your spaceX A drip marketing platform to engage with customers
www.CPCStrategy.com | 619.501.6138 | [email protected]
Sponsored Products Strategy
What Role Does Sponsored Products Play In A Seller’s Overall Marketplace Strategy?
Acceleration program for newer or low-exposure ASINs Discoverability lever for your top Buy Box offers Incremental revenue driver
www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Goals – Direct ROI vs. Visibility
ROI-Focused Campaigns• Every $ spent needs to bring $X
back in revenue• Lower volume, but higher ROI• Focus: long-tail keywords• Primary KPI: ACOS
Ranking-Focused Campaigns• Goal of the campaign is to maximize
sales velocity• Higher volume, but lower ROI• Focus: popular keywords• Primary KPI: Organic Ranking
Why are these competing goals? Let’s use an example for Keyword “XYZ”• Bid level: $1• ACOS: 100%• Monthly spend: $1,000• What do I do?
www.CPCStrategy.com | 619.501.6138 | [email protected]
ROI-Focused Strategy Rules of Thumb
Start with Automatic Campaigns ONLY
1 product per Ad Group
• Search Term data only exists at the campaign & ad group levels
Key bids low & scale up slowly as ROI allows
• $0.10 starting point
• $0.05 - $0.10 increments per week if ROI is positive OR if bid is
too low to rank
Harvest keywords as necessary to move into Manual campaigns
www.CPCStrategy.com | 619.501.6138 | [email protected]
Keyword Harvesting from Auto Campaigns
Start with Automatic Campaigns
• Only source of On-Amazon keyword performance data
• Safe way to harvest keywords at a positive ROI
• Amazon won’t give you SKU data in this report so it’s important to
limit your ad groups to 1 product each
www.CPCStrategy.com | 619.501.6138 | [email protected]
Keyword Harvesting from Auto Campaigns
Columns To Pay Attention To For Keyword Harvesting:
• Campaign Name (Only look at your automatics)
• Customer Search Term
• ACOS
• Orders Placed
www.CPCStrategy.com | 619.501.6138 | [email protected]
Ranking-Focused Campaigns
Manual campaigns to target key terms you know you want to rank for
Keyword Sources
• Automatic campaigns – high-volume search terms
• Common-sense terms
• Tools like Merchant Words or AMZ Tracker to identify best variations
to rank for
Use existing organic rank to qualify keywords to target
www.CPCStrategy.com | 619.501.6138 | [email protected]
Ranking-Focused Campaigns
Using Existing Organic Rank
If Rank > 300, SP alone probably isn’t going to impact your ranking for that term in a meaningful way
However, it can move products that rank well for the target keyword farther up the SERP
VAVA Voom speaker highlighted here currently at position 45
www.CPCStrategy.com | 619.501.6138 | [email protected]
Starting Small – The Power of Long-Tail
www.CPCStrategy.com | 619.501.6138 | [email protected]
Starting Small – The Power of Long-Tail
Lower CPC Rates
Less Competition
Higher Conversion Rates
Longtail 1 Longtail 2 Longtail 3
Sales Velocity
Wireless Speaker
www.CPCStrategy.com | 619.501.6138 | [email protected]
Targeting Complementary Products
Complementary Items
Product Bundle
What would you like to schedule with CPC Strategy?
A. Evaluation of your current Amazon strategy
B. Analysis of Your Sponsored Product Campaigns
C. Discussion with one of our Amazon Experts
D. Not applicable at this time
Live Q&ASubmit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
www.CPCSt ra te gy.c om | 61 9 .5 01 .613 8 | con tac t@cpc s t ra tegy.com
Apply For A Free 60 min. Channel Evaluation
Pat PetrielloSenior Marketplace StrategistCPC Strategy
Jeff ColemanDirector, Account ManagementCPC Strategy