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Accelerate Brand Discovery with Amazon’s New Targeting & Bidding

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Accelerate Brand Discovery with Amazon’s New Targeting & Bidding

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Amazon’s suite of paid advertising tools has grown in importance as well as complexity. In this session, we will cover how to incorporate the newly released Amazon Ad Console targeting options into your strategy to meet your goals and outperform the competition.

Amazon’s suite of paid advertising tools has grown in importance as well as complexity. In this session, we will cover how to incorporate the newly released Amazon Ad Console targeting options into your strategy to meet your goals and outperform the competition.

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Accelerate Brand Discovery with Amazon’s New Targeting & Bidding

  1. 1. The 2019 Amazon Acceleration Virtual Summit
  2. 2. 9 - 9:45 am PT 1 - 1:45 pm PT 11 - 11:45 am PT 12 - 12:45 am PT Today’s Timeline 10 - 10:45 am PT 2 - 2:45 pm PT SPS COMMERCE PRESENTS: GROWING YOUR BUSINESS WITH DROP SHIPPING & AMAZON CPC STRATEGY PRESENTS: ACCELERATE BRAND DISCOVERY WITH AMAZON’S NEW TARGETING & BIDDING SKUBANA PRESENTS: A PROVEN SEO FORMULA TO 10X YOUR TRAFFIC & CONVERSION IN 12 MONTHS OR LESS SALSIFY PRESENTS: PRODUCT DETAIL PAGE OPTIMIZATION AND ITS IMPACT ON AD SPEND EFFICIENCY SHIPBOB PRESENTS: HOW TO SHIFT LOGISTICS FROM A COST CENTER TO A REVENUE DRIVER AVALARA PRESENTS: SALES TAX 101 FOR AMAZON SELLERS
  3. 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Questions! Analicia Santaella Partner Coordinator
  4. 4. Overview Founded in 2007 Part of Elite SEM as of 2018 Google Premier Partner 600+ Active Retail Clients Top 50 Fastest Growing Company San Diego Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Amazon Vendor Services Facebook Performance Marketing Creative Services
  5. 5. Accelerate Brand Discovery with Amazon’s New Targeting & Bidding
  6. 6. Today’s Speakers Courtney Macfarlane Amazon Marketplace Channel Analyst Pat Petriello Head of Amazon Marketplace Strategy
  7. 7. Today’s Agenda ● Dynamic Bidding for Sponsored Products ● Placement Adjustments for Sponsored Products ● Automated Bidding for Sponsored Brands ● New to Brand Metrics for Sponsored Brands
  8. 8. POLL QUESTION Have you started using any of the below Amazon Advertising features? ● Dynamic Bidding for Sponsored Products ● Placement Adjustments for Sponsored Products ● Automated Bidding for Sponsored Brands ● New to Brand Metrics for Sponsored Brands ● None yet!
  9. 9. The New Amazon Advertising
  10. 10. PPC: Cost-per-click You pay for clicks! Display: CPM (Cost per thousand) You pay for impressions! Amazon Ad Console Previously AMS Product Display Sponsored Brands Previously HSAs Sponsored Products Amazon Managed Service Enterprise Self Service Amazon Advertising Previously AMG Amazon DSP Previously AAP
  11. 11. Campaign Bidding Strategies for Sponsored Products
  12. 12. Dynamic Bidding - Down Only ● Amazon will reduce your bids in real time for clicks that may be less likely to convert to a sale ● Any campaigns created before January 2019 used this strategy
  13. 13. Dynamic Bidding - Up & Down ● Amazon will increase your bids in real time for clicks that may be more likely to convert to a sale ● Will reduce your bids in real time for clicks that may be less likely to convert to a sale ● Will not increase your bids by more than 100% for placements at top of the first page of search results ● Amazon suggests this bidding strategy may deliver more conversions for your ad spend compared to the other two strategies ● Our testing indicates this bidding strategy is best for campaigns operating below ACoS goal and for volume focused campaigns
  14. 14. ● Amazon will use your exact bid for all opportunities and will not adjust your bids based on likelihood of a conversion ● This strategy gives advertisers the highest level of control but does not take advantage of real time adjustments based on the likelihood of a conversion ● Useful for scenarios such as competitor brand conquesting where Amazon’s algorithm may determine a low likelihood of conversion Fixed Bids
  15. 15. Dynamic Bidding Explained How does Amazon predict the likelihood of an ad converting to a sale? ● Amazon uses machine-learning models to predict the likelihood that an ad will convert to a sale if clicked, including: ○ Historical performance of the ad (or ads similar to it) ○ Context in which it is displayed (e.g. the customer search term, placement, time of day, etc.)
  16. 16. Adjusting Bids by Placement for Sponsored Products
  17. 17. Top of Search Placement ● The top of search (first page) refers to the sponsored products ads at the top row on the first page of search results ● Bids can be increased up to 900% (or 10 times of) your base bid
  18. 18. Product Page Placement ● Product pages refers to sponsored products placements on the product detail page, and certain other placements off search results like the add-to-cart page ● Bids can be increased up to 900% (or 10 times of) your base bid
  19. 19. Rest of Search ● Rest of search refers to sponsored products ads shown in the middle or at the bottom of search results, and all sponsored products ads in the second page of search results and beyond ● Not eligible for placement based bid adjustments
  20. 20. Dynamic Bidding + Placement Adjustments Example: ● $1.00 base bid ● 50% adjustment for top of search ● 25% adjustment for product pages
  21. 21. Automated Bidding for Sponsored Brands
  22. 22. PPC: Cost-per-click You pay for clicks! Display: CPM (Cost per thousand) You pay for impressions! Amazon Ad Console Previously AMS Product Display Sponsored Brands Previously HSAs Sponsored Products Amazon Managed Service Enterprise Self Service Amazon Advertising Previously AMG Amazon DSP Previously AAP
  23. 23. New Bidding Options ● Automated: Adjust bids automatically to optimize your ACoS across placements ○ For example, automated bidding can lower bids for all placements ○ Automated bidding will never increase your bid ● Manual: Increase or decrease your bid by a specific percentage
  24. 24. Reporting ● Campaign placement report: Track how your ads are performing in each placement so you can adjust your budget accordingly ● Keyword placement report: Understand sales and performance metrics for keywords across both placement groups to make bid adjustments and expand your keyword target list ● Campaign report: Gain insights into sales, budget, and performance metrics across all campaigns
  25. 25. New Placements for Sponsored Brands ● Before, advertisers were by default enrolled into all of these placements with using an automatic bidding option ● Sponsored Brands now have 3 new ad placements: ○ Middle of the SERP ○ Bottom of the SERP ○ Very bottom of the SERP ● You’ll want to consider the effect the new placements can have on impressions and CTRs
  26. 26. Display above the Fold 1. Open your campaign settings for your Sponsored Brands campaign 2. Select automated bidding and change to manual 3. You can now decrease your bids for all placements below the SERP 4. Decrease bids by 99% if you don’t want your ad to display in the alternative placements
  27. 27. New to Brand Metrics
  28. 28. What are the New to Brand Metrics? ● Measures orders & sales of your products generated from first-time customers of your brand ● Better measures campaigns to optimize current and future campaigns by driving customer acquisition and brand loyalty ● Amazon reviews the last 12 months of a shopper's purchase history ● If the shopper has not purchased from your brand within the 12 month look back window, the order is considered new-to-brand
  29. 29. Reading New to Brand Metrics ● % of orders new-to-brand: Percentage of total orders that are new-to-brand ● % of sales new-to-brand: Percentage of total sales that are new-to-brand ● New-to-brand orders: Number of first-time orders for products within the brand over a one-year lookback window ● New-to-brand sales: The total sales of new-to-brand orders
  30. 30. Using New to Brand Metrics ● Identify keywords with the highest % of orders new-to-brand ○ These keywords are targeting candidates for driving new-to-brand orders ● You should also review the new-to-brand units and sales metrics as these may identify keywords that generate new-to-brand orders with higher price points and basket sizes
  31. 31. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule a 1:1 Amazon strategy evaluation
  32. 32. 9 - 9:45 am PT 1 - 1:45 pm PT 11 - 11:45 am PT 12 - 12:45 am PT 10 - 10:45 am PT 2 - 2:45 pm PT SPS COMMERCE PRESENTS: GROWING YOUR BUSINESS WITH DROP SHIPPING & AMAZON CPC STRATEGY PRESENTS: ACCELERATE BRAND DISCOVERY WITH AMAZON’S NEW TARGETING & BIDDING SKUBANA PRESENTS: A PROVEN SEO FORMULA TO 10X YOUR TRAFFIC & CONVERSION IN 12 MONTHS OR LESS SALSIFY PRESENTS: PRODUCT DETAIL PAGE OPTIMIZATION AND ITS IMPACT ON AD SPEND EFFICIENCY SHIPBOB PRESENTS: HOW TO SHIFT LOGISTICS FROM A COST CENTER TO A REVENUE DRIVER AVALARA PRESENTS: SALES TAX 101 FOR AMAZON SELLERS Please hold for our next presentation starting at 10am PT / 1pm ET

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