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2016 Amazon Virtual Summit: CPC Strategy

The 2016 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with the proven strategies and tactics to effectively grow a profitable brand on the Marketplace.
This year, the focal points will be on how to increase product discoverability on the Amazon SERP, scaling Sponsored Products campaigns, and pricing strategies for private label brands.

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2016 Amazon Virtual Summit: CPC Strategy

  1. 1. The 2016 Amazon Virtual Summit
  2. 2. 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
  3. 3. 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 Coleman Director of Account Management CPC Strategy Pat Petriello Head of Marketplace Strategy CPC Strategy
  4. 4. 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
  5. 5. 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
  6. 6. Facebook Group: Amazon Sales Acceleration Mastermind Ask to Join Group Facebook.com/groups/AmazonSalesMastermind
  7. 7. 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
  8. 8. Scaling Amazon PPC: How to Apply Innovative Best Practices to Your Sponsored Products Campaigns H OW PR OFESSIONAL SELLERS SH OULD BE LEVERAGING SPONSORED PR ODUCTS
  9. 9. Pat Petriello Senior 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
  10. 10. Jeff Coleman Director 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)
  11. 11. 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
  12. 12. 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
  13. 13. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Sponsored Products Placements - SERP
  14. 14. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Sponsored Products Placements - SERP
  15. 15. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com CPC Strategy’s Approach to Success on the Marketplace
  16. 16. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  17. 17. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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 product X A social influencer with social equity in your space X A drip marketing platform to engage with customers
  18. 18. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  19. 19. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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?
  20. 20. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  21. 21. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  22. 22. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  23. 23. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  24. 24. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  25. 25. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Starting Small – The Power of Long-Tail
  26. 26. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com 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
  27. 27. www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Targeting Complementary Products Complementary Items Product Bundle
  28. 28. 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
  29. 29. Live Q&A Submit 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 Petriello Senior Marketplace Strategist CPC Strategy Jeff Coleman Director, Account Management CPC Strategy

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