amazon marketing services: the tool you need this holiday season
TRANSCRIPT
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Amazon Marketing Services:
The Tool You Need to Succeed This Holiday Season on Amazon
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Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists
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Today’s Event Speaker
David CooleyManager of Marketplace
Strategy
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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
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What is AMS & Why Is It Essential for Amazon Vendors?
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What is AMS?
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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
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The 3 Ad Types in AMS & Their Roles for Conversions
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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
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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
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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
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Holiday-specific Strategies & Optimizations:Headline Search Ads, Sponsored Products,
Product Display Ads
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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.
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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
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Sponsored Products
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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.
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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.
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Product Display Ads
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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
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PDA - Offensive Strategy vs Defensive Strategy
Offensive Strategy
➢ Use your best performing products in offensive PDA campaigns for best results.
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PDA - Offensive Strategy vs Defensive Strategy
Defensive Strategy
➢ Use your best performing products in defensive PDA campaigns for best results.
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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
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Important Ad Metrics To Monitor
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Important Ad Metrics to Monitor
➢ Clicks
➢ Spend
➢ Sales
➢ ACOS
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Examples of Ad Types & Placements
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Examples of Ad Types & Placements - Offensive SP
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Examples of Ad Types & Placements - Defensive SP
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Examples of Ad Types & Placements - Offensive HSA
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Examples of Ad Types & Placements - Defensive HSA
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Examples of Ad Types & Placements - Offensive PDA
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Examples of Ad Types & Placements - Offensive PDA
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Examples of Ad Types & Placements - Defensive PDA
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Not all Ads are Created Equal
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Examples of Ad Types & Placements - Headline Search
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Examples of Ad Types & Placements - Product Display
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Schedule Your AMSAccount Health Evaluation
www.cpcstrategy.com/amazon-vendor-services
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Questions for Our Speaker?
David CooleyManager of Marketplace
Strategy