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Refining Your Sponsored Products
Strategy for Q4
A C C E L E R A T I N G Y O U R A M A Z O N S A L E S S T R A T E G Y - D...
Before We Get Started
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Cha...
Above The Fold Ads Only
Ad
Ad
Ad
Ad
Ad
Sponsored Products Winning Bids by Category
Sponsored Products Winning Bids by Category
Are you currently leveraging Amazon
Sponsored Products?
Poll For The Audience
A. Yes, absolutely
B. No, not yet
• Founded in 2007
• Over 300 active retail clients
• Top 50 fastest growing company in San Diego 3 years running
• Recogni...
Pat Petriello
Senior Marketplace Strategist
 Former member of Amazon Seller Services Team
 Former professional seller on...
Course Overview
• Evolution of the Amazon Marketplace
• The Impact of Sponsored Products on Amazon
• Sponsored Products Au...
Evolution of the Amazon Marketplace
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Amazon is a constantly ...
The Impact of Sponsored Products on Amazon
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Sponsored Produc...
Sponsored Products Automatic Campaign Structure – Phase I
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 A...
Sponsored Products Automatic Campaign Structure – Phase II
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 ...
Sponsored Products Manual Campaign Structure – Phase I
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Auto...
Sponsored Products Manual Campaign Structure – Phase II
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Opt...
Sponsored Products Keys For The Holiday Selling Season
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Vend...
Tactical Shifts For The Holiday Selling Season
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Get prepared...
A Comprehensive Strategy for Amazon SP Success
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Without stoc...
Evaluate Your Amazon Strategy
Questions for Pat or Rick?
Submit your questions in the chat box on the right
CPCStrategy.co...
Refining Your Amazon Sponsored Products Strategy for Q4
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Refining Your Amazon Sponsored Products Strategy for Q4

Presented By CPC Strategy: Refining Your Amazon Sponsored Products Strategy for Q4

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Refining Your Amazon Sponsored Products Strategy for Q4

  1. 1. Refining Your Sponsored Products Strategy for Q4 A C C E L E R A T I N G Y O U R A M A Z O N S A L E S S T R A T E G Y - D a y 1
  2. 2. Before We Get Started Session Recordings Will Be Sent Next Week Q&A Following the Presentation Submit Questions In the Chat Box to the Right Logistics Speakers Rick Backus CEO CPC Strategy Pat Petriello Senior Marketplace Strategist CPC Strategy
  3. 3. Above The Fold Ads Only Ad Ad Ad Ad Ad
  4. 4. Sponsored Products Winning Bids by Category
  5. 5. Sponsored Products Winning Bids by Category
  6. 6. Are you currently leveraging Amazon Sponsored Products? Poll For The Audience A. Yes, absolutely B. No, not yet
  7. 7. • Founded in 2007 • Over 300 active retail clients • Top 50 fastest growing company in San Diego 3 years running • Recognized as an Official Google Shopping Partner • Custom-built retail search technology platform, CAPx Solutions  Retail-focused Paid Search (PPC)  Google Shopping Management  Shopping Channel Management  Amazon Sales Acceleration CPC STRATEGY HAS BEEN FEATURED ON DELIVERING LASTING RESULTS FOR OUR CLIENTS VISIT CPCSTRATEGY.COM
  8. 8. Pat Petriello Senior Marketplace Strategist  Former member of Amazon Seller Services Team  Former professional seller on Amazon.co.uk, eBay, Buy.com  Lead architect for CPC Strategy’s Amazon Sales Acceleration Program (ASAP)  Engineered & directed million dollar revenue stream on Amazon
  9. 9. Course Overview • Evolution of the Amazon Marketplace • The Impact of Sponsored Products on Amazon • Sponsored Products Automatic Campaign Structure • Sponsored Products Manual Campaign Structure • Sponsored Products Keys for Holiday Selling Season • Tactical Shifts for Holiday Selling Season • A Comprehensive Strategy for Amazon SP Success • Q&A
  10. 10. Evolution of the Amazon Marketplace www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Amazon is a constantly evolving marketplace  Standing still is not an option  Sellers which are plateauing are those which have failed to embrace change  An estimated 50MM Prime subscribers in the US and 80MM worldwide according to CNBC, with over 250MM users total in the US  Understanding the relationship between inputs and performance
  11. 11. The Impact of Sponsored Products on Amazon www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Sponsored Products is one of the most powerful tools for driving discoverability and incremental sales  Enhanced importance during holiday selling season  Most frequent Sponsored Product inefficiencies are in bid levels, keyword matching and optimization, campaign differentiation and structure  Where should I start?
  12. 12. Sponsored Products Automatic Campaign Structure – Phase I www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  All Products Campaign  Initial bid level at $.015 to $0.25  Category and product dependent  Ads surface only when you are in the Buy Box  Data harvesting
  13. 13. Sponsored Products Automatic Campaign Structure – Phase II www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  The data will guide you  Actions driven by goals  Volume  ROI  Ad Group Differentiation  High: $0.50 to $1.25  Medium: $0.15 to $0.50  Low: $0.02 to $0.15  ACoS as a guidepost  How do I leverage all this data?
  14. 14. Sponsored Products Manual Campaign Structure – Phase I www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Automatic targeting report  Channel specific strategies require channel specific data  Differentiate products by type  Start with at least 25-40 keywords  Keywords to overcome poor product content
  15. 15. Sponsored Products Manual Campaign Structure – Phase II www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Optimization and refinement an ongoing process  Extend the coverage of automatic campaigns  Products can live in multiple campaigns  Keywords can live in multiple manual campaigns  ACoS as a guidepost
  16. 16. Sponsored Products Keys For The Holiday Selling Season www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Vendors have joined the Sponsored Products party  “Fish where the fish are”  Expect higher CPCs  Campaign performance will accelerate, regardless of the direction  “Sunday Driver” shoppers = less intent
  17. 17. Tactical Shifts For The Holiday Selling Season www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Get prepared now  Get more granular  Create more segmentation among ad groups and campaigns  Increase your budgets  Get aggressive
  18. 18. A Comprehensive Strategy for Amazon SP Success www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com  Without stock, nothing else matters  FBA coverage to stay in the all important holiday Buy Box hunt  Pricing optimization towards profitability  The intersection of volume of margin  Q4 is a marathon, not a sprint
  19. 19. Evaluate Your Amazon Strategy Questions for Pat or Rick? Submit your questions in the chat box on the right CPCStrategy.com www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

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