With Amazon capturing over $196B in ecommerce sales in 2017, according to eMarketer, there are huge opportunities for sellers and vendors alike to get more out of Amazon. However, the vast majority of sellers aren’t doing the small things right, which can make all the difference.

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The 2018
Amazon Virtual Summit

2. Day 1
Do You Know How To Win On Amazon’s Sponsored Products?
Day 2
How To Set Your 2018 Goals & Smash Them
Day 3
Secrets To A Lean Amazon Supply Chain
Amazon Virtual Summit Details

3. ● Session Recording + Slides Will Be Sent Out
● Submit Questions to Our Panelists
Today’s Logistics

4. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

5. Solutions

6. Pat Petriello
Head of Marketplace Strategy
Stuart Dooley
Marketplace Channel Analyst
Today’s Speakers

7. Today’s Agenda
● Understanding Amazon’s Advertising Auction
● Setting The Right Goals & Campaign Structure
● Keyword Harvesting
● Bidding Efficiently Based On Your Goals
● Reporting On Your Advertising Campaigns

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UPDATE: Custom Landing Pages for HSAs
What happened?
● If your HSA has a custom
page, the results now include
bullet points for each item
● Change occurred
automatically on existing
campaigns

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Understanding Amazon’s Advertising
Auction

10. Understanding Amazon’s Advertising Auction
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Factors Amazon themselves have stated to compete & win for SP auctions

11. Understanding Amazon’s Advertising Auction

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Setting The Right Goals & Campaign
Structure

13. Setting The Right Goals
● You can grow volume quickly by maximizing exposure & impressions through
aggressive bidding, but you're going to sacrifice efficiency (higher ACOS).
Goal #1: Volume + Speed

14. Setting The Right Goals
● You can increase efficiency (reduce ACOS) quickly by cutting out wasted spend which
entails cutting bids on inefficient keywords & pausing poor keywords altogether.
Goal #2: Efficiency + Speed

15. Setting The Right Goals
● You can increase both volume & efficiency in any advertising campaign, but not on
day 1.
Goal #3: Volume + Efficiency

16. Recommended Campaign Structure
SPONSORED PRODUCT CAMPAIGN SET-UP
AD GROUPS
CAMPAIGN NEGATIVE
KEYWORDS
KEYWORD MATCH TYPE
BROAD PHRASE EXACT
AUTO TARGETING
CAMPAIGN
MANUAL TARGETING
CAMPAIGN &
SINGLE ASIN
← Profitable Keywords
MATCH TYPE NEGATIVE
KEYWORDS

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18. Importance of Keyword Harvesting
● Bidding on the right keywords can improve your product catalog
visibility and maximize longtail conversions.
● Harvesting the correct keywords allow you to close the gap between
consumers’ search intent and product discoverability.
Different ways to harvest keywords
● Search Terms Report
● Automatic vs Manual Campaigns
● Reviews
● 3rd party keyword harvesting software

19. Keyword Harvesting - Automatic vs Manual
ManualAutomatic
● Give All Your Products a Chance to Perform
● Data Harvesting
● Actions are driven by your company’s goals
● Goals Will Determine Ad Group Differentiation
● Sellers can add up to 1,000 keywords per Ad
Group

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STACK TEXT ROW 2Bidding Efficiently Based On Your Goals

21. Bidding Efficiently Based On Your Goals
- Initial Bidding Strategy
- Be aggressive within limitations
- Always use protection (budgets)
- Timid bidding leads to a lack of data driven
decisions
- Bid Adjustments
- Always keep your goals in mind
- Progress towards goals will affect bidding
strategies

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Reporting On Your Advertising
Campaigns

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Reporting on Advertising Campaigns
Important Metrics To Look At:
Search Terms Report

24. Search Term Report Campaign Performance Report
● Harvesting real Customer Search Terms vs
Your Keyword
● Harvest on a 14 Day Cycle
● Depending upon Campaign Structure can
link products to new keywords
● Shows performance of Keywords by SKU
● Very useful if Campaign Structure is messy
● Granularity by SKU

25. BONUS: Comparing Attribution For SP vs HSA in SC
Sponsored Products Attribution Window Headline Search Ads Attribution Window

26. Today’s Recap
BONUS:
Live Q&A w/ our
Amazon Experts
● Understanding Amazon’s Advertising Auction
● Setting The Right Goals & Campaign Structure
● Keyword Harvesting
● Bidding Efficiently Based On Your Goals
● Reporting On Your Advertising Campaigns

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Schedule Your 1-1
Amazon Strategy Evaluation
CPC Strategy’s Amazon Strategy Evaluation is a 60-minute analysis and assessment of your
Amazon Seller Central account, advertising programs, product order volume, and profitability
metrics.
What Now?
SCHEDULE MY EVALUATION

28. Pat Petriello
Head of Marketplace Strategy
Questions for Today’s Speaker(s)?
Stuart Dooley
Marketplace Channel Analyst