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#SMX #22C1 @qcait
Caitlin Jeansonne, MMI Agency
Winning Strategies For
Amazon Marketing Services
#SMX #22C1 @qcait
Caitlin Jeansonne
• Social Media Director at MMI
Agency in Houston
• Background in SEM, Content,
Social ...
#SMX #22C1 @qcait
Why are we here today?
#SMX #22C1 @qcait
Titans of the internet
#SMX #22C1 @qcait
#SMX #22C1 @qcait
#SMX #22C1 @qcait
Searches are Getting Smarter
#SMX #22C1 @qcait
Showrooming
#SMX #22C1 @qcait
Behavioral evolution
Oct 2015
Any guesses?
Percent of online shoppers who begin their
search for product...
#SMX #22C1 @qcait
Behavioral evolution
Oct 2015
Percent of online shoppers who begin their
search for product information ...
#SMX #22C1 @qcait
Brand
Huggies
Pampers
Product
Diapers
Baby wipes
Research
Diaper rash
Newborn care
Keyword types
#SMX #22C1 @qcait
#SMX #22C1 @qcait
Amazon’s channels
#SMX #22C1 @qcait
• Everyday purchases and
one-time buys
• Subscribe and save
• 101 million monthly visitors
• National di...
#SMX #22C1 @qcait
• Home delivery of full line of
groceries
• Next day and early morning
delivery
• $299 annual fee
• Avai...
#SMX #22C1 @qcait
• Launched in 2014
• Prime members only
• Box of items delivered for a flat
$5.99 delivery fee per box
•...
#SMX #22C1 @qcait
Amazon’s loyalty programs
#SMX #22C1 @qcait
• $99/year
• Free two-day shipping on
Prime items
• Exclusive access to movies and
TV shows, ad-free mus...
#SMX #22C1 @qcait
• $99/year
• Free two-day shipping on
Prime items
• Save 20 percent on diaper
subscriptions plus additio...
#SMX #22C1 @qcait
• $49/year
• Free two-day shipping on
Prime items
• Exclusive access to movies
and TV shows, ad-free mus...
#SMX #22C1 @qcait
Amazon Marketing Services (AMS)
#SMX #22C1 @qcait
AMS drives traffic and captures
engaged customers with highly
targeted ads.
• High-visibility placements...
#SMX #22C1 @qcait
Pros
AMS vs AdWords comparison
Cons
• Lower CPCs (up to 10x)
• Bottom of the funnel
• Measureable ROI
• ...
#SMX #22C1 @qcait
AMS ad types
Product Display Ads
On detail pages
Shopper-interest and product-
targeted
Headline Search ...
#SMX #22C1 @qcait
Product Display Ads
AMS Products by Funnel Stage
Headline Search
Sponsored Product
#SMX #22C1 @qcait
Product Display Ads
Drive brand and product awareness with
shopper-interest and product-targeted ads.
• ...
#SMX #22C1 @qcait
Product Display Ads
Best practices
• Advertise products with good customer
reviews or A+ detail page con...
#SMX #22C1 @qcait
Headline Search Ads
Drive sales and brand awareness with keyword-
targeted ads above search results.
 W...
#SMX #22C1 @qcait
Headline Search Ads
Best practices
 Target keywords relevant to the products
on your ad’s page
 Use ph...
#SMX #22C1 @qcait
Sponsored Products
Drive sales with keyword-targeted ads within
search results.
 Where: Ads can appear ...
#SMX #22C1 @qcait
Sponsored Products
Best practices
 Use keyword suggestions. Then optimize
future campaigns based on per...
#SMX #22C1 @qcait
Before we get too far:
Relevancy, Relevancy, Relevancy
#SMX #22C1 @qcait
Step 1: Get your house in order
#SMX #22C1 @qcait
Relevance is Key
Before beginning an AMS campaign, do this:
 Product detail pages are optimized for
sea...
#SMX #22C1 @qcait
Amazon Optimization Resources:
http://bit.ly/SEOforAmazon
#SMX #22C1 @qcait
Let’s Look Step by Step
#SMX #22C1 @qcait
Targeting
#SMX #22C1 @qcait
Yes
AMS vs. Other Platforms
No
• Target by keyword
• Target by product
• Target by product category
• De...
#SMX #22C1 @qcait
Keywords
#SMX #22C1 @qcait
Yes
AMS Keywords
No
• Product-Focused Keyword
• Shopping mindset
• Match types (Broad, Phrase, Exact)
• ...
#SMX #22C1 @qcait
Brand
Huggies
Pampers
Product
Diapers
Baby wipes
Research
Diaper rash
Newborn care
Pass/Play by Keyword ...
#SMX #22C1 @qcait
AMS Keyword Research
On Amazon, consumers are searching for product,
brand and category related keywords...
#SMX #22C1 @qcait
Do this: Use
the AMS
Headline
Search search
volume tool
#SMX #22C1 @qcait
Bidding/Optimization/CPCs
#SMX #22C1 @qcait
CPCs much lower than other platforms
• CPCs can be as little as 10x lower
• CPC bid, default starts at $...
#SMX #22C1 @qcait
Average Winning CPC Bid by Category
#SMX #22C1 @qcait
Creative
#SMX #22C1 @qcait
Creative Considerations
• Ads pull through Amazon
product listing details, product
image, ratings
• Opti...
#SMX #22C1 @qcait
Reporting
#SMX #22C1 @qcait
AMS Reporting vs. Other Platforms
 Download detailed campaign
reports to measure campaign spend,
ROI, i...
#SMX #22C1 @qcait
Key takeaways
#SMX #22C1 @qcait
Keys to success
• Now is a great time to get into AMS!
• Bottom-of-the-funnel channel with low CPCs
• Lo...
#SMX #22C1 @qcait
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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Amazon AMS Marketing Strategies - SMX Advanced

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Caitlin Jeansonne presenting on Winning Strategies for Amazon Marketing Services at SMX Advanced 2017 in Seattle

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Amazon AMS Marketing Strategies - SMX Advanced

  1. 1. #SMX #22C1 @qcait Caitlin Jeansonne, MMI Agency Winning Strategies For Amazon Marketing Services
  2. 2. #SMX #22C1 @qcait Caitlin Jeansonne • Social Media Director at MMI Agency in Houston • Background in SEM, Content, Social Media, Influencer • Cat lady, comic book nerd • 86 Amazon Prime orders last year • My Echo Look landed on my front porch as I was on the way to Seattle!
  3. 3. #SMX #22C1 @qcait Why are we here today?
  4. 4. #SMX #22C1 @qcait Titans of the internet
  5. 5. #SMX #22C1 @qcait
  6. 6. #SMX #22C1 @qcait
  7. 7. #SMX #22C1 @qcait Searches are Getting Smarter
  8. 8. #SMX #22C1 @qcait Showrooming
  9. 9. #SMX #22C1 @qcait Behavioral evolution Oct 2015 Any guesses? Percent of online shoppers who begin their search for product information on Amazon…
  10. 10. #SMX #22C1 @qcait Behavioral evolution Oct 2015 Percent of online shoppers who begin their search for product information on Amazon…
  11. 11. #SMX #22C1 @qcait Brand Huggies Pampers Product Diapers Baby wipes Research Diaper rash Newborn care Keyword types
  12. 12. #SMX #22C1 @qcait
  13. 13. #SMX #22C1 @qcait Amazon’s channels
  14. 14. #SMX #22C1 @qcait • Everyday purchases and one-time buys • Subscribe and save • 101 million monthly visitors • National distribution • Spends ~$500/year Amazon
  15. 15. #SMX #22C1 @qcait • Home delivery of full line of groceries • Next day and early morning delivery • $299 annual fee • Available in Seattle, Los Angeles, San Francisco, New York City and Philadelphia Amazon Fresh
  16. 16. #SMX #22C1 @qcait • Launched in 2014 • Prime members only • Box of items delivered for a flat $5.99 delivery fee per box • Allows you to purchase groceries and household products that are traditionally cost prohibitive to ship • National distribution Prime Pantry
  17. 17. #SMX #22C1 @qcait Amazon’s loyalty programs
  18. 18. #SMX #22C1 @qcait • $99/year • Free two-day shipping on Prime items • Exclusive access to movies and TV shows, ad-free music, unlimited photo storage and Kindle books • Spends ~$1,350/year Prime
  19. 19. #SMX #22C1 @qcait • $99/year • Free two-day shipping on Prime items • Save 20 percent on diaper subscriptions plus additional family-centric discounts • Spends ~$2,250/year Prime Family
  20. 20. #SMX #22C1 @qcait • $49/year • Free two-day shipping on Prime items • Exclusive access to movies and TV shows, ad-free music, unlimited photo storage, and Kindle books Prime Student
  21. 21. #SMX #22C1 @qcait Amazon Marketing Services (AMS)
  22. 22. #SMX #22C1 @qcait AMS drives traffic and captures engaged customers with highly targeted ads. • High-visibility placements across desktop and mobile • Target by keyword or product • Cost per click • Easily manage campaign costs and ROI • Optimize performance with detailed sales reports What is AMS?
  23. 23. #SMX #22C1 @qcait Pros AMS vs AdWords comparison Cons • Lower CPCs (up to 10x) • Bottom of the funnel • Measureable ROI • Long-term value • Low competition (for now) • End to end • Lower volume • Less creative control • Very manual
  24. 24. #SMX #22C1 @qcait AMS ad types Product Display Ads On detail pages Shopper-interest and product- targeted Headline Search Ads Above search results Keyword-targeted Sponsored Products Within search results Keyword-targeted Maximize your impact by using all three together.
  25. 25. #SMX #22C1 @qcait Product Display Ads AMS Products by Funnel Stage Headline Search Sponsored Product
  26. 26. #SMX #22C1 @qcait Product Display Ads Drive brand and product awareness with shopper-interest and product-targeted ads. • Where: Related product detail pages, below the fold on search results pages, on offer listings and customer review pages • How: Target by product or shopper interests (product-based) • Who:Vendors • Reporting: Campaign-level sales reporting • Creative: Custom text headline
  27. 27. #SMX #22C1 @qcait Product Display Ads Best practices • Advertise products with good customer reviews or A+ detail page content • Keep the box checked to expand targeting to other related products to increase impression volume • Preview your ads to confirm the logo is clear and legible
  28. 28. #SMX #22C1 @qcait Headline Search Ads Drive sales and brand awareness with keyword- targeted ads above search results.  Where: High visibility placement (above search results) that drives traffic to brand store or custom Amazon landing page  How: Keyword targeted ads  Who: Vendors  Reporting: Keyword-level sales reporting  Creative: Custom text headline, Can advertise up to three products within the ad itself
  29. 29. #SMX #22C1 @qcait Headline Search Ads Best practices  Target keywords relevant to the products on your ad’s page  Use phrase match to maximize the impressions for your ad  Create engaging headlines to encourage shoppers to click  A minimum run time of 1 month is recommended for testing
  30. 30. #SMX #22C1 @qcait Sponsored Products Drive sales with keyword-targeted ads within search results.  Where: Ads can appear within search results or below the fold on product detail pages  How: Reach a qualified audience further in the purchase funnel with ads targeted to customer searches on desktop and mobile  Who: Sellers andVendors  Reporting: Product and keyword level sales reporting to measure ROI  Creative: Product information in line with surrounding organic results
  31. 31. #SMX #22C1 @qcait Sponsored Products Best practices  Use keyword suggestions. Then optimize future campaigns based on performance  Target keywords relevant to the products you are advertising  Use the category bidding guide on AMS to set your bid
  32. 32. #SMX #22C1 @qcait Before we get too far: Relevancy, Relevancy, Relevancy
  33. 33. #SMX #22C1 @qcait Step 1: Get your house in order
  34. 34. #SMX #22C1 @qcait Relevance is Key Before beginning an AMS campaign, do this:  Product detail pages are optimized for search and user experience with best-in-class content – Copy – Images – A+ pages – Good reviews – Correct variations – Coupons applied (if applicable)  Ensure products are in stock and optimized for user experience (great images and content)  Use the same high-traffic keywords for both organic search optimization and paid media
  35. 35. #SMX #22C1 @qcait Amazon Optimization Resources: http://bit.ly/SEOforAmazon
  36. 36. #SMX #22C1 @qcait Let’s Look Step by Step
  37. 37. #SMX #22C1 @qcait Targeting
  38. 38. #SMX #22C1 @qcait Yes AMS vs. Other Platforms No • Target by keyword • Target by product • Target by product category • Demographic targeting, lifestyle, life stage • Interests, behavior • Retargeting
  39. 39. #SMX #22C1 @qcait Keywords
  40. 40. #SMX #22C1 @qcait Yes AMS Keywords No • Product-Focused Keyword • Shopping mindset • Match types (Broad, Phrase, Exact) • Can add Negative keywords for Sponsored Products • Can mine for keywords in Query Reports • Question-based searches • Lifestyle content • Stay away from keywords: Coupon, Sale, Best
  41. 41. #SMX #22C1 @qcait Brand Huggies Pampers Product Diapers Baby wipes Research Diaper rash Newborn care Pass/Play by Keyword Type
  42. 42. #SMX #22C1 @qcait AMS Keyword Research On Amazon, consumers are searching for product, brand and category related keywords If additional keyword research is needed:  Start with Google and identify high- traffic, product-related keywords  Use those keywords to mine for additional keywords on Amazon using two tools: – Amazon’s search box autosuggest – The AMS Headline Search search volume tool
  43. 43. #SMX #22C1 @qcait Do this: Use the AMS Headline Search search volume tool
  44. 44. #SMX #22C1 @qcait Bidding/Optimization/CPCs
  45. 45. #SMX #22C1 @qcait CPCs much lower than other platforms • CPCs can be as little as 10x lower • CPC bid, default starts at $0.50 • Auction: pay $0.01 more than the last bidder • Relevancy matters, but no official score like Google/Facebook
  46. 46. #SMX #22C1 @qcait Average Winning CPC Bid by Category
  47. 47. #SMX #22C1 @qcait Creative
  48. 48. #SMX #22C1 @qcait Creative Considerations • Ads pull through Amazon product listing details, product image, ratings • Optimization matters • Ratings matter • Can customize headline and some ad text • Content feels native to the platform
  49. 49. #SMX #22C1 @qcait Reporting
  50. 50. #SMX #22C1 @qcait AMS Reporting vs. Other Platforms  Download detailed campaign reports to measure campaign spend, ROI, impressions, conversions, clicks, ACoS, etc.  Gain insights on keyword performance and relevance and use to optimize campaigns and product detail page listings in real time  No API currently exists, manually extract data
  51. 51. #SMX #22C1 @qcait Key takeaways
  52. 52. #SMX #22C1 @qcait Keys to success • Now is a great time to get into AMS! • Bottom-of-the-funnel channel with low CPCs • Low competition (for now) • Begin by getting your Amazon house in order • Relevancy is key • Include keywords in paid and organic
  53. 53. #SMX #22C1 @qcait LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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