Join ROI Revolution in this on-demand webinar as our product feed team lead, Mike Ewasyshyn, delves into the world of Amazon Product Ads to give you his strategies for gaining the highest possible ROI on this platform.

2. What You’ll Learn Today
Some of our best advice for successfully
advertising your products on Amazon,
eBay and Shopping.com
How to avoid common mistakes that
often result in advertisers quitting and
saying “it didn’t work for us”
How to configure your feeds to take
advantage of each platform’s
opportunities
Steps to getting up and running on
Amazon and eBay, even if you’re
not selling on their marketplaces
©2015 ROI Revolution, Inc.

3. Watch the Replay:
roirevolution.com/amazonstrategies
©2015 ROI Revolution, Inc.

4. IRCE 2015
©2015 ROI Revolution, Inc.
Come meet the ROI Revolution team at IRCE!
Private in-booth consultations for your choice(s) of:
• Product feed reviews
• CSE reviews (Google, Bing, Amazon, eBay, etc.)
• Google AdWords reviews
Qualified consultations get a free Google Chromecast,
a remote-controlled Drone Quadcopter
and a chance to win one of 5 Apple Watches!

5. ©2015 ROI Revolution, Inc.

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• Typically shown at the bottom of Amazon product detail pages
• Links drive traffic to external websites (not Amazon product pages)
• Pay-per-click model with bidding auction (bid + relevance = rank)
• A way to advertise on Amazon with or without being a traditional
Amazon Seller
What Are They?

7. ©2015 ROI Revolution, Inc.
What Aren’t They?

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What Aren’t They?
Sponsored Products are different:
• Show alongside Amazon listings
• Clicks go to Amazon Seller product
pages
• Advertiser pays for click and
seller’s commission
• Keyword targeted
• Ideal for boosting traffic for
existing Amazon products

9. ©2015 ROI Revolution, Inc.
What Aren’t They?

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What Aren’t They?
Sponsored Links are different:
• Show at the bottom of most category, search and product pages
• Text ads only
• From 3rd party ad networks
• Links drive traffic to external (non-Amazon) websites

11. ©2015 ROI Revolution, Inc.
• Add critical tracking information
to your links
• Automatically appends proper
information to your URLs
• If you’re submitting your Google
feed to Amazon, use it to tag your
feed with Amazon-specific UTM
variables
example: http://yoursite.com/product8.php
?utm_source=Amazon
&utm_medium=cpc
• Better visibility into product
performance (in Google Analytics)
Link Macros

12. ©2015 ROI Revolution, Inc.
Category optimizations are key:
• Exclude products and/or
categories that don’t meet your
profitability goals.
• Make sure that products are
mapped to the correct categories
• Revisit categories every 3 months
since categories change
• Remember, what works on Google
or other CSEs may not work on
Amazon
Optimizations

13. ©2015 ROI Revolution, Inc.
Bidding optimizations:
• Submit bids at the SKU level in your feed to bypass Amazon’s tiered
bidding altogether (using the “sku_bid” attribute in the feed)
• Be careful not to trump your best selling products by bidding up the
wrong bidding tier.
Optimizations

14. Optimizations
Bidding optimizations:

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• Bid a couple of pennies above the rate card to maximize traffic in
the early going to see which products perform
• Using only the minimum rate card bid can often lead to
insignificant traffic levels or “not enough data”
• Make sure you have enough traffic to your products so you can
make decisions based on data
• Use caution when aggressively bidding upwards in a category,
since traffic quality can shift dramatically (less-qualifies searches)
Bidding Optimizations

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Advertising Report
• Performance over time
(by days, months, years)
• Performance by category
• Performance by SKU
• Bid by SKU (shows your bids, rate card min bid, recommended bids)
Reports
Inventory Report
• Shows “SKU suppressed”
items and “SKU Blocked” items.
• Ideal for troubleshooting low
or missing traffic

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Setting up an account
• http://productads.amazon.com
Creating your feed
• Make a separate, unique feed based on
Amazon feed specifications
• Upload and run reports to resolve any issues
Account settings
• Set budgets
• Set bids
• Beware of Amazon conversion tracking
Getting Started

18. Upcoming Web Clinic Topics
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Community Poll:
Please let us know which topics you’re most interested in
Bing Product Ads
Google Shopping
Seasonality
Yahoo Gemini
Remarketing
Facebook Advertising

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What Are They?
• Shown on Shopping.com search results pages
• Links redirect traffic to advertisers websites
• Pay-per-click model with bidding auction

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What Are They?
• Now on eBay search results pages too!

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Categorizing products
• Always re-categorize products that show in “Miscellaneous”
• Monitor product categories often
• new products in the feed
• old products (categories can change several times a year)
Optimizations

23. ©2015 ROI Revolution, Inc.
Bidding
• Bid a few cents above the rate card to maximize traffic in the
early going to see which products perform
• Beware: dramatically increased bids can increase less-relevant
traffic, along with your desired traffic
• Submit SKU-level bids via the feed (allows you to bid below the
bid rate card)
Optimizations

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Key Attribute Coverage
• Check this often
• Ensure that your coverage is
100% across these fields
Reports

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Optimization Report
• Subscribe via email
• insights for improving your feed
• Addresses disapprovals resulting
from missing or incorrect data
Campaign Performance Reports
Reports

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Getting Started
Set up your account
• Sign up: merchant.ebaycommercenetwork.com
Create your feed
• ECN has unique categories and fields, so make a
unique feed for ECN
• Upload feed and resolve issues immediately
Configure settings
• Budgets, bids, options, store info, surveys
Track performance
• Install ECN conversion tracking script
• Record sales revenue
• Provide a COS goal in the ECN account interface
(you won’t receive support without it)

27. Key Takeaways
Product Ads are quickly
becoming the expectation for
all online shoppers
E-Commerce giants are making
shopping and converting fast,
easy & plentiful for advertisers
Avoid the “one feed fits all” mindset.
Each CSE is unique and should be
treated as it’s own marketing platform.
Those who solve the Amazon and
eBay product ad puzzle are rewarded
with big flows of revenue
©2015 ROI Revolution, Inc.

28. Watch the Replay:
roirevolution.com/amazonstrategies
©2015 ROI Revolution, Inc.