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Amazon Sponsored Products & Brands Workshop

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Amazon Sponsored Products & Brands Workshop

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Join one of our in-house experts as we walk through best practices for Amazon Sponsored Brands and Sponsored Products ads. We review tactics to drive ROI as well as how to avoid common pitfalls we see vendors make.

Join one of our in-house experts as we walk through best practices for Amazon Sponsored Brands and Sponsored Products ads. We review tactics to drive ROI as well as how to avoid common pitfalls we see vendors make.

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Amazon Sponsored Products & Brands Workshop

  1. 1. Amazon Sponsored Products & Brands Workshop Live Expert Walk-Through on Best Practices
  2. 2. Today’s Logistics Kerry Mallett Webinar Coordinator Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
  3. 3. Tinuiti is the largest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 700+ 3 *AdAge Best Places to Work 2019-2021
  4. 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
  5. 5. Our Speaker NAI SAELEE Marketplace Channel Analyst
  6. 6. Agenda layout ● Importance of Sponsored Products and Sponsored Brands ● Sponsored Products ● Sponsored Brands ● Better Together 6
  7. 7. Poll Question Are you currently using Sponsored Products and Sponsored Brands as your advertising strategy? ● Sponsored Products Only ● Sponsored Brands Only ● Both ● Neither/Have not started advertising yet
  8. 8. The Importance Sponsored Products and Sponsored Brands 8
  9. 9. 2 Amazon Advertising Org Chart Search PPC: Cost per click (CPC) Display Display: Cost per Thousand (CPM) Ad Console Product Display Sponsored Products Sponsored Brands DSP Amazon Managed Service ESS (Enterprise Self Service) AMG (Amazon Media Group)
  10. 10. Traffic x Conversion = UNITS SOLD (Increase) Search Ads 10 The Full Amazon Advertising Funnel Sponsored Brands Sponsored Products Awareness Consideration Purchase intent Purchase experience Purchase PT or PDAs
  11. 11. ● Self service product ads (SSPA) on Amazon and across apps. ● Promote products as shoppers actively search by keyword or brand. ● Cost Per Click model - bid on shopper keywords to win the right to have an ad shown to customers, pay only when a shopper clicks on an ad. ● Ensure discoverability of one’s brand and products against key search terms in category. Search Advertising Sponsored Products
  12. 12. ● Self service product ads (SSPA) on Amazon and across apps. ● Promote 3 products and the brand as shoppers actively search by keyword or brand. ● Cost Per Click model - bid on shopper keywords to win the right to have an ad shown to customers, pay only when a shopper clicks on an ad. ● Ensure discoverability of one’s brand and products against key search terms in category. ● Direct shoppers to a storefront or product listing page with usage of ad copy Search Advertising Sponsored Brands
  13. 13. A staggering 68% of Amazon Shoppers “Window Shop” on Amazon, according to our Amazon Consumer Study. The number of consumers using Amazon as a way to discover new brands is on the rise. 13
  14. 14. Sponsored Products Sponsored Products and Sponsored Brands 14
  15. 15. Placement on the SERP 15
  16. 16. Sponsored Products What is it? ● Sponsored Products are pay-per-click (PPC) ads that drive traffic to Amazon product detail pages. Why is it important? ● Build catalog awareness, drive conversions, as well as protect and expand brand space. ● Increase organic rank ● Accelerating growth of newer or low-exposure ASINs ● Increasing discoverability for your top Buy Box offers ● Acting as an incremental revenue driver ● Compete for first page visibility on the search engine results page 16
  17. 17. Sponsored Product Ad (SP) Appears instead of top organic search placements AUTOMATIC (EAT- Enhanced Auto Targeting ) Data Source, increase search visibility, and acquire new profitable keywords MANUAL Converting keywords, into two buckets and allocated based on strategic framework Substitutes Compliments Close Match Loose Match KW Targeting Product Attribute Targeting (PAT) Broad, Phrase, Exact, Negative Phrase/ Exact ASIN targeting & Cat. SubCat. Targeting 17
  18. 18. According to Tinuiti’s Amazon Benchmark Report, sales revenue attributed to Amazon Sponsored Products grew 30% year-over-year, with spend increasing by the same figure driven by an 18% increase in clicks and 10% increase in cost-per-click (CPC). 18
  19. 19. Sponsored Products 19
  20. 20. Strategy and Approach Strategy Approach Start with Autos Used to harvest data as Amazon will target your ads to all relevant customer searches based on product information. Harvest Keywords Pull a search term report to analyze customer search data that will fuel your manual campaign strategies. Build Manuals Using search term data, you will build out Manual campaigns based on converting keywords and ASINs. Continuous Data Harvest Continuously pull search term reports to continue to gather data from autos to harvest into manual campaigns. You will see that new data will continue as time goes on or during peak holidays. Optimize Do not set it and forget it. You want to continue to optimize the bids in your campaign and have a strategy of optimizing based on your ACoS goals. 20
  21. 21. Building Sponsored Product Campaigns 21 Step 1: Title and Budget 1. Choose a campaign name that will easily explain the products in included in that strategy 2. Schedule the start date for the campaign, can set a future date if needed 3. Allocate a sufficient daily budget for the campaign 4. Select Targeting Type if this will be an auto or manual
  22. 22. Building Sponsored Product Campaigns 22 Step 2: Campaign Bidding Strategy 1. Select how you want to pay for clicks on your ads 2. Up and Down bidding will be automatically selected, however, based on your goals, you can switch the strategy TIP: Up and Down bidding is typically the most successful approach as it adjusts based on real data
  23. 23. Building Sponsored Product Campaigns 23 Step 3: Ad Group Name and Products 1. Name your ad group otherwise it will automate to “Ad Group 1”. Naming it by ASIN, SKU, or details of the product can be helpful. 2. Select the product you will be include in this ad group. Keeping in mind to have a 1-1 structure (1 ASIN per 1 Ad Group).
  24. 24. Building Sponsored Product Campaigns 24 Step 4: Targeting Auto: 1. Select your default bid or what targeting bid you would like for each match type: close match, loose match, substitutes, and complements. Manual: 1. Select if this will be a keyword or product targeting campaign a. Keywords: You will then be able to select the keywords you would like to include. b. Targets: You will be able to select if this will be an ASIN targeting approach or category targeting. Manual
  25. 25. Building Sponsored Product Campaigns 25 Step 4: Negative Targeting 1. Select any keywords or products you would like to negate from this campaign. If there are none, then you can leave this section empty and “Launch campaign”. TIP: Use negative keywords to save ad spend.
  26. 26. ● Include Broad, Phrase, and Exact match types for your keyword targeting campaigns ● Break out Sponsored Product Manual campaigns by branded and non branded ● Download search term reports to gather new keywords and ASINs to target in your Manual campaign strategies ● Utilize negative targeting to help reduce high wasted spend ● Have a mixture of strategies to test that include keyword targeting, product targeting, and category targeting Best Practices 26
  27. 27. Poll Question Do you currently use Search Term reports to harvest or negate keywords from your campaigns? ● Yes, this has become a regular occurrence! ● No, but I will now!
  28. 28. Sponsored Brands Sponsored Products and Sponsored Brands 28
  29. 29. Placement on the SERP 29
  30. 30. Sponsored Brands What is it? ● Amazon Sponsored Brands (formerly Headline Search Ads) are banner ads that include a brand’s logo, message, and products in Amazon’s search results. Why is it important? ● Feature brand imagery, messaging, and a product carousel to engage people at the beginning of their shopping journey. ● Valuable for reaching shoppers early on in the buyer’s journey ● Drive shoppers to a specific product category, a product listing, or your Store on Amazon. ● Utilize ad copy to call out features, USP’s, and sales 30
  31. 31. Sponsored Brand Ad (SB) Appears above the fold AD FORMAT Showcases your brand logo, ad copy and product(s) in 3 formats MANUAL Converting keywords, into two buckets and allocated based on strategic framework Product Collection Store Spotlight Video KW Targeting Product Attribute Targeting (PAT) Broad, Phrase, Exact, Negative Phrase/ Exact ASIN targeting & Cat. SubCat. Targeting 31 ● Product Collection: Promote multiple products from a landing page of your choice (Amazon Store or Product List Page) ● Store Spotlight: Drive traffic to a store, including subpages. ● Video: Features a single product with an autoplaying video.
  32. 32. According to Tinuiti Benchmark Data, Sponsored Brands spend grew a staggering 47% year over year…Sales attributed to the format grew even faster at 57%. 32
  33. 33. Additional placements along the bottoms and sides of the SERP Sponsored Brands have evolved over time Dynamic ASIN optimizations Expanded targeting strategies w/ negative keywords, category, and ASIN targeting Creative editing capabilities Product Detail Page placement Language preferences released 33
  34. 34. Strategy and Approach Strategy Approach Segment Branded vs. Non Branded Match keyword intent with the landing page that you are driving traffic to. Keyword Harvest Pull a search term report to analyze customer search data from your autos and leverage SP data for SB campaigns. Creating Intriguing Creatives Match the keywords that are the MOST important for your product — for relevancy and click through. Test multiple variations of ad copy, custom images, ASIN selection, and landing page selection. Continue to Harvest Data Continuously pull search term reports to continue to gather data from autos and SP campaigns to harvest into SB campaigns. You will see that new data will continue as time goes on or during peak holidays. Optimize Do not set it and forget it. You want to continue to optimize the bids in your campaign and have a strategy of optimizing based on your ACoS goals. 34
  35. 35. Building Sponsored Brand Campaigns 35 Step 1: Title and Budget 1. Choose a campaign name that will easily explain the strategy, highlighting it is a SB campaign, category of products, Branded vs Non Branded 2. Schedule the start date for the campaign, can set a future date if needed 3. Allocate a sufficient daily budget for the campaign 4. Select your Brand if there are multiple brands in your account
  36. 36. Building Sponsored Brand Campaigns 36 Step 2: Ad Format and Landing Page 1. Select what type of ad format the SB campaign will be 2. Select the landing page, whether it will direct to store page or a new landing page with products listed
  37. 37. Building Sponsored Brand Campaigns 37 Step 3: Creative 1. Include a Brand logo and your Brand name 2. Select the products that will be featured in the ad (3 maximum) a. Video will be 1 product only 3. Include the headline (ad copy) that will be associated with this ad 4. Include a custom lifestyle image (if applicable)
  38. 38. Building Sponsored Product Campaigns 38 Step 4: Targeting SB campaigns do not have an auto targeting option. 1. Select if this will be a keyword or product targeting campaign a. Keywords: You will then be able to select the keywords you would like to include. b. Targets: You will be able to select if this will be an ASIN targeting approach or category targeting.
  39. 39. Building Sponsored Product Campaigns 39 Step 4: Negative Targeting 1. Select any keywords or products you would like to negate from this campaign. If there are none, then you can leave this section empty and “Launch campaign”. TIP: Use negative keywords to save ad spend.
  40. 40. ● Include Broad, Phrase, and Exact match types for your keyword targeting campaigns ● Break out Sponsored Brand campaigns by branded and non branded ● Download search term reports to gather new keywords and ASINs to target in your campaign strategies ● Utilize negative targeting to help reduce high wasted spend ● Set up multiple campaigns to A/B test ● Put the right products in front of your shopper based on search terms in that campaign ● Review the new-to-brand metrics as these may identify keywords that generate new-to-brand orders with higher price points Best Practices 40 “If a shopper is looking for a specific product, make sure your Sponsored Brands ad gets them to that product. If it’s broad, it’s best to get them to page with a greater selection to help them make their decision.”
  41. 41. Poll Question Which Sponsored Brand campaign strategies are you currently implementing? (select as many that apply) ● Directing to Storefront tab ● Directing to a product listing page ● Using custom lifestyle images ● Using video content
  42. 42. Better Together Sponsored Products and Sponsored Brands 42
  43. 43. 35% of Amazon Shoppers click on the first product featured on a search page 81% of clicks are on brands on the first page of search results 70% of Amazon Customers never click past the first page of results. 64% of clicks are on the first three items displayed in search results 43 Product Listing Prominence is Crucial Promoting products via Ad Console that do not already rank one the first page for a core product search is crucial to sales and product growth.
  44. 44. The New Normal 44
  45. 45. - Tinuiti 2021 Amazon Ads Guide “According to reports, there was a +129% year-over-year growth in U.S. and Canadian ecommerce orders and an +146% growth in all online retail orders...Although we can’t be sure what to expect in 2021, what we do know is the future success of brands on Amazon will require a nimble and diversified strategy.” 45
  46. 46. Poll Question How often do you currently optimize your Sponsored Product and Sponsored Brand campaigns? ● Every day ● Every 2-3 days ● Every week ● I have not optimized- set it and forget it!
  47. 47. Key Takeaways Sponsored Products and Sponsored Brands 47
  48. 48. Key Takeaways | Sponsored Products and Brands 48 ● Utilize both campaign types to acquire more market share on the SERP ● Search term reports are crucial in determining the right keywords to target in your campaigns ● Continue to optimize your campaigns over time and add in new keywords ● Ad copy and creatives are important for driving more brand awareness and highlighting key features ● Test a mix of approaches, from product targeting to keyword targeting for SP and SB campaigns Awareness Interest Consideration Intent Purchase Post Purchase
  49. 49. Schedule Your Consultation with an Amazon Expert
  50. 50. Q&A
  51. 51. Thank you!

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