Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advanced Amazon Advertising Strategies for 2019

1,036 views

Published on

Amazon is experiencing steady year over year growth and increasing competition within the Amazon Ad landscape. For brands to reach customers it now requires sophisticated advertising strategies that are scalable and
will outlast competitors.

We’ll be covering the latest updates on Amazon Advertising, marketing tactics, and best practices. CPC Strategy now part of Elite SEM speakers will unpack how Amazon’s different ad types work together in the Amazon Advertising Funnel.



What You Can Expect:
-Latest Updates You Need to Know About Amazon Advertising
-Amazon DSP Retargeting & Prospecting Tactics
-New Targeting Options for Sponsored Products Ads
-Effective Amazon Creative to Enhance Your Product Page
-Amazon Expert Predictions for 2019

Published in: Retail
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Advanced Amazon Advertising Strategies for 2019

  1. 1. Advanced Amazon Advertising Strategies for 2019 Scalable Advertising Tactics for Top-Performing Vendors and Sellers
  2. 2. 9 - 9:30 am PT 10:30 - 11:00 am PT CPC STRATEGY PRESENTS: Advertising Console Today’s Timeline CPC STRATEGY PRESENTS: Amazon DSP CPC STRATEGY PRESENTS: Amazon Creative 9:45 - 10:15 am PT
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Persephanie Arellano Webinar 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. Today’s Speakers Karen Hopkins Marketplace Channel Analyst Meghan Andrade Marketplace Channel Analyst AJ Swamy Client Services Manager
  6. 6. Today’s Agenda ● Utilizing Different Ad Types: (Sponsored Products & Sponsored Brands) ● PATs & EATs ● Advancing Ad Capabilities On & Off Amazon ● Target Shoppers with the Right Audience ● Importance of Detail Page Images ● A+ Premium Overview
  7. 7. POLL QUESTION FOR AUDIENCE How Is Your Brand Currently Selling? ● Multichannel ● Branded Ecommerce Site ● Amazon Marketplace ● Brick & Mortar
  8. 8. The Amazon Advertising Funnel The Full Amazon Advertising Funnel DSP: In-Market & Lifestyle DSP: Retargeting Awareness Consideration Purchase intent Purchase experience Purchase Ad Console: Sponsored Brands Ad Console: Product Display Ads and Sponsored Products
  9. 9. The Power of Ad Console Why are Seller Central and AMS so powerful? ● Customers are actively searching ● Increased product visibility ● Increased organic position ● Acquire new customers ● Efficient ROI, more control PurchaseIntent Low High Sponsored Brands Sponsored Products Product Display Ads
  10. 10. Sponsored Product Sponsored Brand Ads (Previously Headline Search) Product Display Ad Ad Types in the Wild
  11. 11. Sponsored Brands
  12. 12. Sponsored Brands- 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 Pages Right Rail Top/Bottom of SERP Targeting Keywords Product Targeting Interest Based Automatic - Content Driven Manual - Keyword Driven Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers Purchase Funnel Top Bottom Middle Targeting Destination Custom URL Create a Page Storefronts Product Detail Page Product Detail Page
  13. 13. Different Placement ● The top of search placement is the classic Sponsored Brands placement ● The bottom of search is a recent placement addition. It shows less information and can feature a logo or a product photo Top of Search Bottom of Search
  14. 14. Sponsored Products
  15. 15. 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 Pages Right Rail Top/Bottom of SERP Targeting Keywords Product Targeting Interest Based Automatic - Content Driven Manual - Keyword Driven Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers Purchase Funnel Top Bottom Middle Targeting Destination Custom URL Create a Page Storefronts Product Detail Page Product Detail Page
  16. 16. Sponsored Product Ads - Best Practices ➢ Account for Manual Campaigns typically higher CPC bids than automatic. ➢ Enable Bid+ in Sponsored Products if goal is volume. ➢ Run Automatic Campaigns to keywords harvest and identify niche opportunities. ➢ Continue to run Automatic Campaigns even after initial keyword harvesting.
  17. 17. 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 ➢ Meet the customers halfway ➢ 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.
  18. 18. Product Attributes Targeting (PAT)
  19. 19. PAT Breakdown ● Only available in manual SP campaigns PAT enables advertisers to target audience with: ● ASINs ● Amazon Categories with fine-tuning options of: ○ Price Range ○ Brand’s ○ Review Rating
  20. 20. Adopting PAT ● Create the new PAT campaign and ad group(s) via UI’s campaign builder ● Download search term report and filter for converting ASINs ● Insert column and =UPPER(__) to get the ASINs in the correct format ● Add ASINs into PAT targeting ● If applicable, refine price and rating range in settings as part of PAT record ● Offensive and defensive PAT campaigns
  21. 21. Enhanced Auto Targeting (EAT)
  22. 22. EAT Breakdown ● All new automatic campaigns are now automatically EATs campaigns ● Dynamic bidding ● Placement bid adjustments
  23. 23. Amazon Console Pro - Tip Takeaways PAT: ● Refine category targeting if goal is efficiency ● Utilize offensive and defensive PAT campaigns EAT: ● Start with Down Bid for any new and/or efficiency focused campaigns ● Change to Up and Down Bid if the campaign has built up at least 2-3 weeks of data. This can also be utilized if you want to push volume
  24. 24. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Advertising Evaluation
  25. 25. Q & A Meghan Andrade Marketplace Channel Analyst
  26. 26. Advanced Amazon Advertising Strategies for 2019 Please hold for our next presentation starting at 9:45am PT / 12:45pm ET CPC STRATEGY PRESENTS: Amazon DSP
  27. 27. 9 - 9:30 am PT 10:30 - 11:00 am PT CPC STRATEGY PRESENTS: Amazon DSP Today’s Timeline CPC STRATEGY PRESENTS: Advertising Console CPC STRATEGY PRESENTS: Amazon Creative 9:45 - 10:15 am PT
  28. 28. POLL QUESTION FOR AUDIENCE What have you found your biggest struggle as a brand advertising on Amazon? ● Growth ● ROAS / ACOS ● Organic Ranking ● Product Launching
  29. 29. Today’s Speaker Karen Hopkins Marketplace Channel Analyst
  30. 30. 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
  31. 31. Introduction to Amazon DSP
  32. 32. What is Amazon DSP? ● Amazon Demand-Side Platform ● Available within Amazon Advertising Services ● Enables advertisers to programmatically buy display & video ad placements ● Reach, educate, and re-engage customers on and off Amazon Customize Your Ad Select from a variety of formats Promote Your Way Can lead customer to your Amazon product page, Store, or even an external website Reach the Right Audience Use Amazon shopping insights to reach relevant audiences
  33. 33. Who can use DSP? ● Available to: ○ Brands who sell products on Amazon (1P and 3P) ○ Those who do not (i.e. insurance) ● Management options: ○ Amazon managed ○ ESS managed ● Best for: ○ Advertisers who want to programmatically buy display & video ads at scale ○ Brands that want to expand their customer reach beyond Advertising Console capabilities ○ Brands that cannot sell their product through Amazon but want to leverage Amazon Audiences
  34. 34. Dynamic E-commerce Creative Model Shows your potential or returning customer an ad type based on their past purchasing behavior
  35. 35. Desktop and Mobile Display Ads Mobile Banners Ads Mobile Interstitial (full-screen) Ads In-stream Video Ads Ad Format Options
  36. 36. Opportunities Provided by Amazon DSP
  37. 37. The Full Amazon Advertising Funnel DSP: In-Market & Lifestyle DSP: Retargeting Awareness Consideration Purchase intent Purchase experience Purchase Ad Console: Sponsored Brands Ad Console: Product Display Ads and Sponsored Products
  38. 38. Working Alongside Search Campaigns 1. Demand Capture ● Run display ads alongside search ads to boost visibility ● Retarget shoppers that have engaged with your products 2. Demand Generation ● Fuel the advertising funnel using lifestyle and in-market audiences ● Target shopping behaviors relevant to your products ● Use dynamic ecommerce creative to deliver ads that are most relevant to a customer’s shopping behavior
  39. 39. Building the Right Audience
  40. 40. Audience Solutions ● Advertiser Audience ○ Pixel ○ DMP Audience Transfers ○ Advertiser Hashed Audience ■ Ex: Emails Use your company’s own 1st-party data: ● Amazon Audiences ○ Behavioral Audiences ○ Contextual Audiences ○ Demographic ● Audience Insights ○ Brand-level ○ Overlap Use Amazon’s Audience Solutions:
  41. 41. Source: https://advertising.amazon.com/amazon-display-advertising Lifestyle segments Reflects broad interest groups such as ● “Recent Movers” ● “Home Owners” ● Upper Funnel Awareness In-market segments Customers searching or browsing for certain kinds of products ● “Bedding” ● “Comforters” ● Mid-funnel Consideration Retargeting segments Amazon shoppers that have viewed but not purchased your products ● ASIN Retargeting ● Pixel Retargeting ● Bottom Funnel Conversion Behavioral Targeting: Unique Amazon Segments
  42. 42. Retargeting/Remarketing Re-engage shoppers that have high purchase intent for your products 1. Pixel based – Shoppers who visit your brand’s site 2. Product remarketing – Retarget shoppers who viewed your promoted products but didn’t convert 3. Brand halo remarketing – Retarget shoppers who viewed other products of your brand 4. Similar product remarketing – Reach shoppers browsing products similar to yours
  43. 43. In-Market Audiences Amazon’s Definition: In-market audiences can be leveraged to reach customers who are likely to take action or make a purchase based on a recent search, browse, or purchase behavior in the past 30 days. Examples ● “Nutrition Bars” ● “Baby Apparel” ● “Headphones”
  44. 44. Lifestyle Audiences Amazon’s Definition: Lifestyle audiences reflect broad interest groups. Advertisers can reach lifestyle audiences to plant their brand in the minds of shoppers who have regularly shopped for related products in the past year. Examples ● “Foodies” ● “Harry Potter Fans” ● “Pet Lovers”
  45. 45. DSP Consumer Journey & KPIs Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) AWARENESS CONSIDERATION PURCHASE Cumulative Reach DPV View-throughs ATC View-throughs CTR DPV Click-throughs ATC Click-throughs Purchase Event Click-throughs Purchase Events Product Units Sold Product Sales Total SnSS (promoted + BH) Total Product Sales (promoted + BH)
  46. 46. ● How are your Line Item budgets pacing? ○ Increase or decrease base supply bids ○ Cap or uncap ad frequency per day ○ Frontload or evenly distribute budget pace ○ Change delivery end date to help speed up or slow down spend ● Which creative is performing best against KPIs? ○ Turn on/off creatives depending on performance relative to goals ■ Pro Tip: A/B test creatives within lines to identify the top performers Optimization Checklist
  47. 47. Amazon DSP Pro - Tip Takeaways Step 1: Keep goal in mind BEFORE launching Step 2: Identify your target audience and strategy Step 3: With goals in mind, analyze and optimize accordingly
  48. 48. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Advertising Evaluation
  49. 49. Q & A Karen Hopkins Marketplace Channel Analyst
  50. 50. Advanced Amazon Advertising Strategies for 2019 Please hold for our next presentation starting at 10:30am PT / 1:30pm ET CPC STRATEGY PRESENTS: AMAZON CREATIVE
  51. 51. 9 - 9:30 am PT 10:30 - 11:00 am PT CPC STRATEGY PRESENTS: Amazon DSP CPC STRATEGY PRESENTS: Amazon Creative Today’s Timeline CPC STRATEGY PRESENTS: Advertising Console 9:45 - 10:15 am PT
  52. 52. Today’s Speaker AJ Swamy Client Services Manager
  53. 53. Importance of Detail Page Images
  54. 54. DETAIL PAGE IMAGES EBC A+ WRITTEN COPY Tools to Influence Sales Velocity ● Advertising ● Product Detail Page Optimization Improve CRV & Sales Velocity
  55. 55. Comprehensive Detail Page Comprehensive Detail Page ● All elements must work together → cohesive message ● Communicate a cohesive message on your Detail Page. ● Understand the real estate available on your product page ○ Use concise, attractive aesthetics and content ○ Communicate reasons to buy Title Bullet Points Detail Page Imagery Product Descriptions Enhanced Content
  56. 56. Live Example 1. BioPro 50
  57. 57. ©Copyright AdDiego 2018 | Presented by CPC Strategy Understanding Your Target Audience What is causing your consumers to make purchase decisions? ● Understand what features your target audience is searching for. ● Analyze reviews to understand what trigger words customers are looking for ● Pull advertising search term report to understand the words that customers are searching when purchasing your products.
  58. 58. Communicate Your Message Brand Messaging ● Tell your brand story ● Develop your brand aesthetic & tone ● Establish brand equity ● Communicate key elements of your brand Product Messaging ● Communicate the main reasons to buy ● Describe product complexities ● Address product-related FAQs Product Message Brand Message
  59. 59. What are Amazon Detail Page Images? ● Detail Page Imagery are the suite of images that support your main product image on a PDP. ● Amazon Imagery Policy dictates that your MAIN image should be supported by additional images showing different sides of a product, the product in use, or details that aren't visible on the main image ● “MAIN images should be supplemented with additional images showing different sides of a product, the product in use, or details that aren't visible on the main image. Follow the image standards listed above to maintain the quality and consistency across all your product images.”
  60. 60. Photograph Photo of actual physical product Retouched Photos Photo of product digitally enhanced Vectored Rendering Image of product 100% digitally created View Larger View Larger View Larger What are Amazon Detail Page Images?
  61. 61. What are Amazon Detail Page Images? Use text overlays and graphic design elements to visually communicate the key reasons to buy your product above the fold.
  62. 62. What are Amazon Detail Page Images? Consider leveraging lifestyle imagery to describe product use cases and benefits.
  63. 63. Adding Video To Your Listing ● Add a unique branded video at the SKU level. ● Use the Enhanced brand content tab in seller centra or by submitting a case through Vendor Central
  64. 64. Adding Video To Your Listing Select an attractive thumbnail that represents the content of the video
  65. 65. Premium A+ Content
  66. 66. What is A+ Premium Content? ● A+ Premium is an enhanced rendition of A+ Content that allow vendors to develop a branded customer experience on detail pages. ● Captivate a browsing customers attention and showcase the value of your brand and products. ● Leverage more interactive content modules to enhance the description of your product offering.
  67. 67. ● Start with a vibrant branded module to capture your customer’s attention. ● Leverage interactive modules and video content to showcase your brand ● Start with your high ticket items to justify price point Convert Customers Confidently
  68. 68. A+ Premium Content Examples Live Walkthrough 1. Jack Black 2. Bose
  69. 69. Amazon Creative: Pro - Tip Takeaways ● Make sure you are fully taking advantage of your detail page imagery to visually describe the key features of your products. ● Leverage video when possible to tell your brand story and further describe your product features. ● Look into A+ premium and see if it makes sense to invest in enhancing your brand presence on your detail pages
  70. 70. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Advertising Evaluation
  71. 71. Q & A AJ Swamy Client Services Manager

×