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Increase Your Sales with Amazon Product Ads & SingleFeed


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Presented by SingleFeed CEO Brian Smith with guest Kristina Wallender, Marketing Manager at Amazon Product Ads. is the top shopping destination on the web. Millions of shoppers use Amazon to find and purchase products every day. Learn how to use Amazon Product Ads to drive traffic from to your website. Amazon Product Ads brings highly qualified shoppers to your website with conversion rates higher than any comparison shopping engine*.

If you are already listed on Amazon Product Ads, join this webinar to learn optimization tips - just in time for the holiday shopping season! Holidays bring increased traffic to so there are more opportunities for customers to see your ads. In Q4 2009, saw Cyber Monday traffic jump by 44% YoY (Experian Hitwise). Amazon was the most visited retail website, getting 15.53 % of all Cyber Monday traffic to the top 500 retail sites.

Topics Brian Smith and Kristina Wallender will cover in the webinar include:

- What is Amazon Product Ads?
- How Product Ads fits into the current product advertising landscape.
- How to effectively list your products with Product Ads.
- How SingleFeed can help you optimize your Product Ads feed.
- How SingleFeed can help you monitor Product Ads performance.
- How to get started with Amazon Product Ads.

Published in: Business, Technology
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Increase Your Sales with Amazon Product Ads & SingleFeed

  1. 1. Increase Your Sales with Amazon Product Ads & SingleFeed SingleFeed : Brian Smith & Ryan Douglas Amazon Product Ads : Kristina Wallender
  2. 2. Agenda <ul><li>SingleFeed Overview </li></ul><ul><li>The Shopping Engine Landscape </li></ul><ul><li>What is Amazon Product Ads? </li></ul><ul><li>Product Ads Optimization Tips </li></ul><ul><li>How SingleFeed Can Help </li></ul><ul><li>How to Get Started Today </li></ul><ul><li>Q&A with SingleFeed & Product Ads </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  3. 3. Who is SingleFeed? We’re Shopping Engine Experts
  4. 4. SingleFeed Background <ul><li> started May 2005 </li></ul><ul><li> Blog October 2006 </li></ul><ul><li>SingleFeed launched February 2007 </li></ul><ul><ul><li>VC backed – True Ventures, KPG Ventures </li></ul></ul><ul><ul><li>Hundreds of merchants </li></ul></ul><ul><ul><li>Focus on SMBs ($500K+ in yearly online revenue) </li></ul></ul><ul><li>Lots of Real Experience </li></ul><ul><ul><li>CSE Account Managers </li></ul></ul><ul><ul><li>Former Retailers </li></ul></ul><ul><ul><li>Industry Analysts </li></ul></ul><ul><li>Google Merchant Center Partner </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  5. 5. SingleFeed Services <ul><li>Affordable self-service data feed submission services </li></ul><ul><ul><li>$100 - $600/mo. </li></ul></ul><ul><ul><li>For stores over $250K in total online revenue </li></ul></ul><ul><li>Managed Services </li></ul><ul><ul><li>$2000/mo minimum </li></ul></ul><ul><ul><li>For stores over $50K/mo in shopping engine revenue </li></ul></ul><ul><ul><li>SingleFeed acts as agency, handling bidding, SKU suppression, attribute optimization </li></ul></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  6. 6. SingleFeed Features <ul><ul><li>Categorization – SingleFeed categorizes all products for all shopping engines using proprietary “mega-taxonomy”. </li></ul></ul><ul><ul><li>Pre-configured Shopping engine feeds . </li></ul></ul><ul><ul><li>Engine checking – guarantee to get you live. </li></ul></ul><ul><ul><li>ROI-Tracker that is built-in and easy-to-use. </li></ul></ul><ul><ul><li>Expert advice and support . Check out our support articles at: </li></ul></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  7. 7. About Comparison Shopping Engines <ul><li>Tons of traffic </li></ul><ul><ul><li>Top engines have 10m+ uniques/month </li></ul></ul><ul><li>Dominate organic and paid listings </li></ul><ul><ul><li>Google OneBox, Yahoo! Shortcuts, etc. </li></ul></ul><ul><ul><li>CSEs are Better, Stronger, Faster than individual merchants </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Shopping Engines can account for 10-20% of revenue/traffic </li></ul></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  8. 8. Amazon Product Ads Drive traffic to your website from
  9. 9. What is Amazon Product Ads? <ul><ul><li>Amazon Product Ads is a CPC advertising program that drives traffic to your website from Customers click through to your website and purchase directly from you. You pay only when a customer clicks on your ads. </li></ul></ul><ul><ul><li>Selling on Amazon is a CPA program in which your products are sold on Customers purchase your product in their shopping cart and Amazon provides you with the order information for fulfillment. You pay an average 15% of the product price as a referral fee. </li></ul></ul><ul><li>Merchants can combine Amazon Product Ads with Selling on Amazon to list 100% of their product selection with! </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  10. 10. Product Ads Drives Customers to your Website <ul><li>Amazon Product Ads puts your products in front of millions of customers. Your ads are displayed in highly targeted placements on so customers can click through to your website and purchase directly from you. </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  11. 11. Contextually relevant placements on Amazon <ul><li>WWW.SINGLEFEED.COM </li></ul>On related product detail pages: Customers may see your ads when looking for similar products on
  12. 12. Contextually relevant placements on Amazon <ul><li>WWW.SINGLEFEED.COM </li></ul>In search and browse results: Customers may see your ads when looking for similar products on
  13. 13. Unique products get their own detail page <ul><li>If your product is unique to, we will create a new detail page </li></ul><ul><li>Customers see “Visit this site” in the Buy Box </li></ul><ul><li>Customers click-through to the product detail page on your website </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  14. 14. What does it cost? <ul><li>No monthly fees, no minimum spend </li></ul><ul><li>You set your daily budget </li></ul><ul><li>Minimum CPC bids take in to account both product category and price </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>Product Category Minimum Cost-per-Click Range Baby $0.10 - $0.60 Computers $0.20 - $0.70 Electronics $0.10 - $1.35 Health and Beauty $0.10 - $0.60 Home $0.10 - $0.80 Home Improvement $0.15 - $1.00 Jewelry $0.20 - $1.00 Office $0.20 - $0.80 Shoes $0.15 - $0.60 Sports $0.15 - $0.70 Toys $0.10 - $0.20 Watches $0.25 - $0.75 Baby Product Price between Minimum Cost per Click Baby Apparel $0.01 and $25.00 $0.20   $25.01 and $100.00 $0.40   $100.01 and up $0.60 Baby Bedding $0.01 and $25.00 $0.20   $25.01 and $100.00 $0.40   $100.01 and up $0.60 General Baby Products $0.01 and $25.00 $0.10   $25.01 and $50.00 $0.25   $50.01 and up $0.50
  15. 15. What about conversion rates? <ul><li>“ If you’re looking to expand your comparison shopping program and only have $1 to spend, I’d spend it on Product Ads.” </li></ul><ul><li>— Nicole Coyne, Online Marketing Manager, </li></ul><ul><li>SingleFeed ranks Product Ads the highest converting CSE (July, 2010) </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  16. 16. Is Product Ads right for you? <ul><li>Open Categories : Baby, Computers, Electronics, Health and Beauty, Home, Home Improvement, Office, Sports, and Toys. Pre-approval is required in the Jewelry, Shoes, and Watches categories </li></ul><ul><ul><li>Website requirements : To participate, your website will need a secure checkout and URL pointing to a detail page per product </li></ul></ul><ul><li>Get started today with $75 worth of free clicks to your website ! </li></ul><ul><li>Take advantage of Amazon’s holiday traffic by getting started with Amazon Product Ads. Register your account and get your first click before 12/31/10 and receive the next $75 worth of clicks for free. </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  17. 17. How Can SingleFeed Help? <ul><li>Amazon Tip #1 : Provide high quality product data to help us categorize your products </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul><ul><li>Product Ads Feed has 5 required fields </li></ul><ul><li>7 Strongly Recommended </li></ul><ul><li>56 Recommended </li></ul><ul><li>SingleFeed has 28 fields pre-mapped </li></ul><ul><li>SingleFeed’s Amazon feed uses built-in engine mapping technology </li></ul><ul><li>Check feed delivery, ensuring products are successfully processed </li></ul><ul><li>Feed is up to date with Amazon’s requirements </li></ul><ul><li>Feeds delivered daily </li></ul>
  18. 18. How Can SingleFeed Help? <ul><li>Amazon Tip #2 : Maximize Traffic by Optimizing Product Titles </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul><ul><li>Limit titles to 500 characters </li></ul><ul><li>Include brand, model, manufacturer, model number, and product name </li></ul><ul><li>Do not include HTML tags, hard returns, quotations or special characters (e.g. $, &, and +) </li></ul><ul><li>Do not use promotional text such as &quot;sale,&quot; or &quot;free shipping” </li></ul><ul><li>SingleFeed has hundreds of formatting rules already in place to accomplish this for you. </li></ul><ul><li>Example : Acme 1000 Roadrunner Trap XL, Chrome </li></ul>
  19. 19. How Can SingleFeed Help? <ul><li>Amazon Tip #3 : Use the Performance by SKU Report </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul><ul><li>Seller Central > Reports > Performance by SKU </li></ul><ul><li>Use SingleFeed Reports to track SKU-level conversion. </li></ul><ul><li>One-click SKU-suppression for poor performing products. </li></ul><ul><li>Compare click and conversion trends for multiple products, side-by-side. </li></ul><ul><li>See “spark-line” trends for top products. </li></ul><ul><li>Export functionality to further slice and dice your data. </li></ul><ul><li>Track Conversions & Revenue! </li></ul>
  20. 20. How Can SingleFeed Help? <ul><li>Amazon Tip #4 : Manage Your Notifications </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul><ul><li>Seller Central > Settings > Account Info </li></ul><ul><li>Feed processing summary </li></ul><ul><li>Daily budget exceeded </li></ul><ul><li>Missing bids reminder </li></ul><ul><li>SingleFeed Full Service clients can have their Account Manager monitor this for you. </li></ul><ul><li>SingleFeed can correct any errors specific to the data feed itself </li></ul>
  21. 21. Amazon Product Ads Tips <ul><li>If you’re not already using Amazon Product Ads, get started today and receive $75 in free clicks! </li></ul><ul><li>Once you’re up and running on Product Ads… </li></ul><ul><li>Submit as many fields as possible </li></ul><ul><li>Optimize your product titles </li></ul><ul><li>Monitor SKU level performance </li></ul><ul><li>Manage your notifications </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  22. 22. Question & Answer <ul><li>WWW.SINGLEFEED.COM </li></ul>
  23. 23. Contact Us <ul><li>SingleFeed </li></ul><ul><li>Brian Smith - [email_address] </li></ul><ul><li>Ryan Douglas - [email_address] </li></ul><ul><li>Call us directly: 800-705-8852 x2 </li></ul><ul><li>Amazon Product Ads </li></ul><ul><li> </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>
  24. 24. Conclusion <ul><li>Visit our blogs to view the webinar recording </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Twitter: @singlefeed </li></ul><ul><li>WWW.SINGLEFEED.COM </li></ul>