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The Ecosystem of Amazon Ads By Tony Verre

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Searching For Shoppers: How To Succeed With Feed-Based Product Campaigns. PRESENTATION: The Ecosystem of Amazon Ads - Given by Anthony Verre, @tonyverre - Rockfish Interactive, Associate Director of Search. #SMX #14B

Published in: Marketing, Retail
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The Ecosystem of Amazon Ads By Tony Verre

  1. #SMX #14b @TonyVerre Or: How I Learned To Navigate Amazon Advertising The Ecosystem of Amazon Ads
  2. #SMX #14b @TonyVerre §  Owner Silver Arc Search Marketing §  Worked with Unilever, Kimberly-Clark, ConAgra, Warner Brothers, and MARS eCommerce and eTailer search §  Digital-Obsessed Search Geek §  Former Literary Teacher-Turned-SEO §  Marvel Comic Nerd §  Full-time Weekend Soccer Dad Everything You Ever Wanted To Know
  3. #SMX #14b @TonyVerre Choices, Choices
  4. #SMX #14b @TonyVerre
  5. #SMX #14b @TonyVerre The Amazon Ad Ecosystem
  6. #SMX #14b @TonyVerre Amazon Services Amazon Product Ads
  7. #SMX #14b @TonyVerre What Are Amazon Product Ads? •  Self-service Ads •  Feed-based ad service (using XLS and Text Files) •  For any business that wants to drive consumers from Amazon to Brand.com •  Keyword and category-targeted •  CPC-Based •  Managed through Seller Central •  You launch your campaign •  You have the ability to tweak campaigns on the fly •  You report against campaign based on Amazon-provided metrics TL;BT: Amazon Media Driving To Off-Site eCommerce Products
  8. #SMX #14b @TonyVerre Amazon Product Ad Examples Below The Fold – Product Detail Page Mobile – Amazon App
  9. #SMX #14b @TonyVerre Amazon Product Ad Examples Navigation - Below Filters Amazon Search Results Amazon Product Detail Page
  10. #SMX #14b @TonyVerre Feeding the Feed 4 Feed Options: •  Product Ads tab-delimited (.txt) file - >100 products •  AMZ Feed Builder (online option) - <100 products •  Yahoo! Store (catalog.xml) file •  Google Base tab-delimited (.txt) file Product Ads are bid on and managed through Seller Central Account Amazon Product Ads Tab File
  11. #SMX #14b @TonyVerre Feeding the Feed Optimization Tips: •  Relevance is everything to Amazon; make your products as relevant as possible to your consumer targets •  Use the AMZ template for more specific targeting options •  Select NodeID’s as precisely as you can – there are over 19K NodeID’s to choose from •  Do keyword research to select your 5 best branded and unbranded terms that describe your product Amazon Product Ads Tab File
  12. #SMX #14b @TonyVerre Feeding the Feed Optimization Tips: •  If you have access, certainly use ARA Premium data. If not, Amazon Predictive Search and Keyword Planner •  Work unbranded terms into bullets for relevance to consumers •  Link Macros to feed into 3rd Party Reporting Sources
  13. #SMX #14b @TonyVerre Amazon Managed Campaigns & Amazon Marketing Services AMG & AMS
  14. #SMX #14b @TonyVerre What Are AMG & AMS? •  Group internal to Amazon •  Meet with AMG rep to build media plan and pricing based on partnership level •  % of SOV-based Ads •  Keyword and category-targeted •  Amazon builds display media based on your creative •  Amazon launches, tracks, and reports against campaign •  Self-service Amazon ads •  You build media based on Amazon ad guidelines •  Keyword and category-targeted •  CPC-Based •  You launch your campaign •  You report against campaign based on Amazon-provided metrics TL;BT: Media Driving To Products Already on Amazon
  15. #SMX #14b @TonyVerre AMG – Amazon Managed Campaigns •  Kindle Only •  Mobile Only •  Amazon Advertising Platform (AAP) – includes mobile and 3rd Party site inventory Three Main Channels To Target Amazon Advertising Platform Mobile Kindle AMG uses consumer behavior targeting based on Amazon Kindle, mobile app, and desktop purchase behaviors. Campaigns are optimized in “real time” by AMG algorithm. AMG is now able to track media placements to sales as of April 1, 2015. Minimum spend level = $25,000/month for share of voice of category
  16. #SMX #14b @TonyVerre AMG – Merchandising Placements Top AMG Placements
  17. #SMX #14b @TonyVerre AMS – Amazon Self-Serve Campaigns •  Amazon Desktop Users •  Amazon Mobile Users Two Main Channels To Target AMS is based on product category and keyword targeting. Unlike AMG, all the legwork is on the advertiser to build the most effective campaign possible: you target, you set up campaigns, you adjust bids as necessary. Minimum spend level = $100/per campaign Two Types of AMS Ads •  Product Display Ads (formerly eCommerce Ads) •  Headline Search Ads (formerly Sponsored Ads)
  18. #SMX #14b @TonyVerre AMS – Headline Search Ad Optimization Tips: •  Like AdWords, create tightly focused campaigns •  No algorithm to govern; create efficient but strong bids •  Leverage consumer keyword research (i.e. Google, ARA, and Amazon Predictive) •  Create your own campaign keywords
  19. #SMX #14b @TonyVerre AMS – Product Display Ad Interest-Based Targeting Interest-based targeting ads are shown to an audience of shoppers who share these interests Product-Based Targeting Product targeting ads can appear when shoppers view your target or similar products I Sell Bagged Popcorn
  20. #SMX #14b @TonyVerre AMS – Product Display Ad Where It Can Be Displayed Bottom of Search Results Category PageProduct Detail Page
  21. #SMX #14b @TonyVerre What Worked Best?
  22. #SMX #14b @TonyVerre AMS. Hands Down. The Rundown: •  1 year worth of data •  Average spend across all the categories just over $1,100 •  Average CTR across all campaigns was 1.1% •  Average ROI across the categories was 1567% 2178% 574% 1592% 1603% 408% 2650% 1965% 0.9% 0.8% 1.0% 1.1% 0.9% 2.0% 1.1% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 0% 500% 1000% 1500% 2000% 2500% 3000% Baby Care Health & Personal Care Health & Personal Care Baby Care Feminine Care Incontinence Health & Personal Care CTR ROI Headline Search Ads - CTRs and ROIs ROI CTR
  23. #SMX #14b @TonyVerre The Rundown: •  6 months worth of data •  Average spend across all the categories just over $100 •  Average CTR across all campaigns was 0.01% •  Average ROI across the categories was 336% •  Learning: very high impression counts, not a lot of clicks; category and product dependent AMS. Hands Down. 268% -42% 77% 923% 454% 0.02% 0.01% 0.01% 0.02% 0.01% 0.00% 0.00% 0.00% 0.01% 0.01% 0.01% 0.01% 0.01% 0.02% 0.02% 0.02% -200% 0% 200% 400% 600% 800% 1000% Baby Category Health & Personal Care Incontinence Health & Personal Care Feminine Care CTR ROI Product Display Ads - CTRs and ROI ROI CTR
  24. #SMX #14b @TonyVerre THANK YOU!

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