Convert Shoppers This Q4 With a Holistic Amazon Search & DSP Strategy

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This document contains information about various webinars presented by Tinuiti focusing on Amazon operations and strategies for the fourth quarter of 2020. The webinars provide insights on topics such as preparing Amazon operations for COVID-19 and a delayed Prime Day, implementing a holistic Amazon search and display advertising strategy, trends to help optimize fourth quarter strategies, and how expanding onto Walmart could grow business reach. The document also includes information about Tinuiti's Amazon display advertising strategy, how to run sponsored product and sponsored brand campaigns, and how to leverage different audience segments with dynamic creative.

Retail

TINUITI PRESENTS:
Amazon Operations Q4 Prep in
the Light of COVID-19 & Delayed
Prime Day
TINUITI PRESENTS:
Convert Shoppers This Q4 With a
Holistic Amazon Search & DSP
Strategy
TINUITI PRESENTS:
Key Trends and Insights to Help
Take Your Q4 Strategy to the
Next Level
TINUITI & SKUBANA
PRESENTS:
How Walmart Could Expand
Your Business Reach in Q4
11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST10:45 – 11:00am PST

Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
DSP: In-Market & Lifestyle
DSP: Retargeting &
Repeat Purchasers
Ad Console:
Sponsored Brands &
Sponsored Display
Ad Console: Sponsored
Products

A great Amazon Sponsored Products
strategy involves both Automatic and
Manual campaigns.
●
●
●
Sponsored Product Ad (SP)
Automatic
Manual

Generate awareness and consideration with
customizable ads that link directly to a landing
page or a Storefront.
●
●
●
Keyword Targeting
Broad, Phrase, Exact,
Negative Phrase/Exact
ASIN Targeting & Category
Targeting

Lifestyle segments
●
●
●
Retargeting segments
●
●
●
Source: https://advertising.amazon.com/amazon-display-advertising
In-market segments
●
●
●
Tinuiti’s Amazon DSP Strategy

• Holistic Amazon Performance
• Modular Power-ups
• Category-Level Insights

Run Display ads alongside Search ads to boost visibility
Retarget shoppers that have engaged with your products
Fuel the advertising funnel using Lifestyle & In-Market
audiences
Target shopping behaviors relevant to your products
Use dynamic e-commerce creative to deliver ads that are
most relevant to a customer’s shopping behavior
Negatively target past purchasers to tailor targeting strategy

Marketing Placement for Promotions Help Get More Product Orders
Sell Overstocked Products Help Increase Product Conversion
See the Halo Effect Win the Buy Box

Convert Shoppers This Q4 With a Holistic Amazon Search & DSP Strategy

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Convert Shoppers This Q4 With a Holistic Amazon Search & DSP Strategy

2. TINUITI PRESENTS: Amazon Operations Q4 Prep in the Light of COVID-19 & Delayed Prime Day TINUITI PRESENTS: Convert Shoppers This Q4 With a Holistic Amazon Search & DSP Strategy TINUITI PRESENTS: Key Trends and Insights to Help Take Your Q4 Strategy to the Next Level TINUITI & SKUBANA PRESENTS: How Walmart Could Expand Your Business Reach in Q4 11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST10:45 – 11:00am PST

3. Kevin Wellis Evan Walsh

4. 4.

5. Poll Question ● ●

8. Awareness Consideratio n Purchase intent Purchase experience Purchase DSP: In-Market & Lifestyle DSP: Retargeting & Repeat Purchasers Ad Console: Sponsored Brands & Sponsored Display Ad Console: Sponsored Products

10. at scale

11. ● ● ● ● ● Brand X - United Kingdom Brand X - Italy Brand X - France Brand X - Spain Brand X - Germany

12. 60% Sponsored Product 30% Sponsored Brand 10% Sponsored Display Example allocation* Campaign X Campaign Y Campaign Z

13.

14.

15. A great Amazon Sponsored Products strategy involves both Automatic and Manual campaigns. ● ● ● Sponsored Product Ad (SP) Automatic Manual

16. Generate awareness and consideration with customizable ads that link directly to a landing page or a Storefront. ● ● ● Keyword Targeting Broad, Phrase, Exact, Negative Phrase/Exact ASIN Targeting & Category Targeting

17. ● ○ ○ ● ○ ○

18.

19. Searches for product Compares brands Reads detail page and reviews Adds to cart or list Purchase in store Writes a review Tells a friend Subscribe & Save Considers or purchases brand again Customer sees ad Always-on Full Funnel DSP Approach to catch the attention of brand agnostic consumers and retain brand loyal consumers

20. Lifestyle segments ● ● ● Retargeting segments ● ● ● Source: https://advertising.amazon.com/amazon-display-advertising In-market segments ● ● ● Tinuiti’s Amazon DSP Strategy

21. ● ● ● Tinuiti’s Amazon DSP Strategy

22. ● ● ●

23. Seasonality ● ● Create Events ● ●

24.

25. • Holistic Amazon Performance • Modular Power-ups • Category-Level Insights

26. Run Display ads alongside Search ads to boost visibility Retarget shoppers that have engaged with your products Fuel the advertising funnel using Lifestyle & In-Market audiences Target shopping behaviors relevant to your products Use dynamic e-commerce creative to deliver ads that are most relevant to a customer’s shopping behavior Negatively target past purchasers to tailor targeting strategy

27.

28. Marketing Placement for Promotions Help Get More Product Orders Sell Overstocked Products Help Increase Product Conversion See the Halo Effect Win the Buy Box

29. Key Takeaways

30.

31. Kevin Wellis Evan Walsh

Convert Shoppers This Q4 With a Holistic Amazon Search & DSP Strategy

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