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How to Maximize the Performance of Amazon Marketing Services

Don’t Miss Out – Former member of the Amazon Seller Services Team, Pat Petriello, and Manager of Marketplace Channels at CPC Strategy, David Cooley, will be diving into how vendors can leverage AMS to drive more sales through Amazon.

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How to Maximize the Performance of Amazon Marketing Services

  1. 1. Poll For The Audience… Are you currently utilizing Amazon Marketing Services? A. Yes B. No
  2. 2. How to Maximize the Performance of Amazon Marketing Services Turning Holiday Shoppers’ Searches into Incremental Revenue Via AMS
  3. 3. Event Logistics • Submit Questions In the Chat Box to the Right • Session Recording Will Be Sent out Friday • More Resources In the Handouts Section to the Right TODAY’S SPEAKERS Pat Petriello Senior Marketplace Strategist CPC Strategy David Cooley Marketplace Channel Manager CPC Strategy
  4. 4. OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 350+ Active Retail Clients • Top 50 fastest growing company in San Diego 4 years • Recognized as one of the Top 10 best places to work in SD CLIENTS SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration • Facebook Advertising Management About CPC Strategy
  5. 5. Event Agenda • Amazon Marketing Services Landscape • Different Ad units Within AMS What are they? What are the Optimizations to make for the Holidays? CPC Strategy Client Success Stories • Live Walk-through and Open Q&A
  6. 6. Amazon Marketing Services Landscape
  7. 7. The Amazon Marketplace Landscape Source: *Simmons Research NHCS - United States, Summer 2015 **ComScore Plan Metrix Jan 2016 (3 mth Avg - %Comp) ***State of Amazon 2016 - http://bloomreach.com/amazon/  25% of Amazon visitors will pay more for a product made by a brand that they can trust.**  41% of Amazon visitors agree that price is the most important consideration when making a purchase.**  55% of consumers turn to Amazon.com first when searching for products online***
  8. 8. 200% Q4 2015 110% 2015 Black Friday 160% 2015 Cyber Monday 110% Q4 2015 25% 2015 Black Friday 80% 2015 Cyber Monday Attributed Ad Sales* Ad Impressions** Source: 2015 Cyber Monday Internal Data, Amazon Q3-Q4 2015 * compared to 2015 **compared to prior BF/CM Amazon Marketing Services Key Driver in 2015 Holiday Sales
  9. 9. What is Amazon Marketing Services? Source: Amazon Marketing Services Q4 2016: Holiday Best Practices
  10. 10. Why is AMS important to Vendors?  AMS empowers Vendors to get their brand and their products seen by more Amazon shoppers at various stages of their purchase intent. Increased visibility leads to more sales.
  11. 11. Headline Search Ads
  12. 12. Headline Search Ads - Top of Funnel 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 Vendors Vendors and 3P Sellers Purchase Funnel Top Bottom Middle Targeting Destination Custom URL Create a Page AMS Brand Page Product Detail Page Product Detail Page
  13. 13. Headline Search Ads Landing Page Options  Create a page allows for the greatest degree of segmented targeting.  Amazon Pages are best for branded searches.  Custom URL only drive to the top level browse node (ex: Home & Kitchen).
  14. 14. Headline Search Optimizations  Headline Search Ads typically result in more click volume at lower CPC’s than Product Display ads.  Conversion is dependent upon selecting the most relevant landing page for the search terms being targeted.  Using a customer’s search query as an indicator of intent leads to higher converting campaigns.  Copy messaging should speak to the holiday season. No unsubstantiated claims (i.e. World’s Best Gift…).  Use hi-res holiday inspired images and text in ad creative. Implement A/B Testing with various holiday creative. Source: Amazon Marketing Services Q4 2016: Holiday Best Practices
  15. 15. Success Story #1: Medical Brace Vendor Drives Traffic to “Best Sellers” Challenge: Improve brand awareness, increase visibility and most importantly―drive traffic to their best selling products. Strategy:  Educate the consumer about the product  Built out campaigns that directed consumers to brand pages with a focus on “best seller” products complete with videos & customized detail pages.  Created Defensive & offensive campaigns through PDAs Results:
  16. 16. Sponsored Product Ads
  17. 17. Sponsored Product Ads - Middle of Funnel 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 Vendors Vendors and 3P Sellers Purchase Funnel Top Bottom Middle Targeting Destination Custom URL Create a Page AMS Brand Page Product Detail Page Product Detail Page
  18. 18. Sponsored Products Targeting  Automatic Targeting is driven by your product content. Amazon will match your product to relevant customer search terms.  Manual Targeting requires you select keywords you’d like to target.  The way the sponsored products placements work are as open auctions for all of the qualifying products from all sellers vying for that space. The "winners" of the auction are determined by relevancy, the bid level, and sales history.
  19. 19. Sponsored Product Optimizations  Automatic Campaigns can be used to keyword harvest and identify niche opportunities.  Run the campaign continuously to account for volatile holiday traffic. Identify your maximum daily budget and pace the campaign to spend as quickly as possible.  Manual Campaigns should typically have higher CPC bids than automatic campaigns and specifically target search terms and keywords that have been identified as valuable.  Consider increasing bids prior to Black Friday/Cyber Monday through the end of January due to the expected rise in the average cost per click (ACPC) across all AMS ad products.  Enable Bid+ within Sponsored Products to help increase your chances of winning the top of search placement. Source: Amazon Marketing Services Q4 2016: Holiday Best Practices
  20. 20. Success Story #2: Tool Manufacturer’s Sales Increase 43% Challenge: With no active AMS Strategy in place, a power tool manufacturer was faced with the challenge to improve their ROI in Q3 Strategy: • Initial launch their AMS campaigns • Build out 5 new SP campaigns each week, in addition to development of one headline search ad and one product display ad. (focus on SP) Results:
  21. 21. Product Display Ads
  22. 22. Product Display Ads - Bottom of Funnel 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 Vendors Vendors and 3P Sellers Purchase Funnel Top Bottom Middle Targeting Destination Custom URL Create a Page AMS Brand Page Product Detail Page Product Detail Page
  23. 23. Product Display Ad Targeting  Product Targeting typically results in lower click volume, higher CPC’s, and a lower ACOS than interest based targeting.  Interest Based Targeting is intended to cast a wide net with less relevancy, which typically leads to greater click volume, lower CPC’s, and a higher ACOS than product targeting.  Employing a mix of both is best practice for ensuring you are getting in front of as many potential customers as possible.
  24. 24. Product Display Ad Targeting Strategies  A Defensive Strategy protects your product detail pages against targeting advertisers.  An Offensive Strategy targets competitor detail pages to reach shoppers just before they make their final purchase decision.
  25. 25. Success Story #3: Electric Appliance Vendor Targets Competitors Challenge: Increase product visibility and target competitors, while keeping ACOS as low as possible Strategy:  Built out specific AMS Product Display ads for their best-selling space heaters to target competitors & similarly priced products in their category.  The campaign focused predominantly on similarly priced products within the same price range. Results:
  26. 26. Are you interested in elevating your Q4 Amazon Marketing Services strategy? A. Yes, please contact me to discuss my AMS strategy B. No thank you, we’re getting the most out of it
  27. 27. Live Walk-Through
  28. 28. 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 Head of Marketplace Strategy CPC Strategy David Cooley Marketplace Channel Manager CPC Strategy

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