The document outlines the schedule and sessions for the 2019 Amazon Acceleration Virtual Summit. It includes the timeline of sessions throughout the day, covering various topics presented by different companies such as growing business with drop shipping and Amazon, accelerating brand discovery with Amazon's new targeting and bidding, optimizing product detail pages, and sales tax for Amazon sellers. The document provides instructions for attendees to submit questions, access resources and polls. It concludes by noting the next presentation will begin at 10am PT.

1. The 2019 Amazon
Acceleration Virtual Summit

2. 9 - 9:45 am PT
1 - 1:45 pm PT
11 - 11:45 am PT
12 - 12:45 am PT
Today’s Timeline
10 - 10:45 am PT
2 - 2:45 pm PT
SPS COMMERCE PRESENTS:
GROWING YOUR BUSINESS
WITH DROP SHIPPING
& AMAZON
CPC STRATEGY PRESENTS:
ACCELERATE BRAND DISCOVERY
WITH AMAZON’S NEW
TARGETING & BIDDING
SKUBANA PRESENTS:
A PROVEN SEO FORMULA TO
10X YOUR TRAFFIC & CONVERSION
IN 12 MONTHS OR LESS
SALSIFY PRESENTS:
PRODUCT DETAIL PAGE
OPTIMIZATION AND ITS IMPACT
ON AD SPEND EFFICIENCY
SHIPBOB PRESENTS:
HOW TO SHIFT LOGISTICS
FROM A COST CENTER
TO A REVENUE DRIVER
AVALARA PRESENTS:
SALES TAX 101 FOR
AMAZON SELLERS

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Analicia Santaella
Partner Coordinator

4. Overview
Founded in 2007
Part of Elite SEM as of 2018
Google Premier Partner
600+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Amazon Vendor Services
Facebook Performance Marketing
Creative Services

5. Accelerate Brand Discovery
with Amazon’s New
Targeting & Bidding

6. Today’s Speakers
Courtney Macfarlane
Amazon Marketplace
Channel Analyst
Pat Petriello
Head of Amazon
Marketplace Strategy

7. Today’s Agenda
● Dynamic Bidding for Sponsored Products
● Placement Adjustments for Sponsored Products
● Automated Bidding for Sponsored Brands
● New to Brand Metrics for Sponsored Brands

8. POLL QUESTION
Have you started using any of the below
Amazon Advertising features?
● Dynamic Bidding for Sponsored Products
● Placement Adjustments for Sponsored Products
● Automated Bidding for Sponsored Brands
● New to Brand Metrics for Sponsored Brands
● None yet!

9. The New Amazon Advertising

10. PPC: Cost-per-click
You pay for clicks!
Display: CPM (Cost per thousand)
You pay for impressions!
Amazon Ad Console
Previously AMS
Product Display Sponsored Brands
Previously HSAs
Sponsored Products Amazon Managed Service Enterprise Self Service
Amazon Advertising
Previously AMG
Amazon DSP
Previously AAP

11. Campaign Bidding Strategies for
Sponsored Products

12. Dynamic Bidding - Down Only
● Amazon will reduce your bids in real time
for clicks that may be less likely to
convert to a sale
● Any campaigns created before January
2019 used this strategy

13. Dynamic Bidding - Up & Down
● Amazon will increase your bids in real time for clicks that may
be more likely to convert to a sale
● Will reduce your bids in real time for clicks that may be less
likely to convert to a sale
● Will not increase your bids by more than 100% for placements
at top of the first page of search results
● Amazon suggests this bidding strategy may deliver more
conversions for your ad spend compared to the other two
strategies
● Our testing indicates this bidding strategy is best for
campaigns operating below ACoS goal and for volume focused
campaigns

14. ● Amazon will use your exact bid for all opportunities and will not adjust your
bids based on likelihood of a conversion
● This strategy gives advertisers the highest level of control but does not take
advantage of real time adjustments based on the likelihood of a conversion
● Useful for scenarios such as competitor brand conquesting
where Amazon’s algorithm may determine a low likelihood
of conversion
Fixed Bids

15. Dynamic Bidding Explained
How does Amazon predict the likelihood of an ad converting to a sale?
● Amazon uses machine-learning models to predict the likelihood that
an ad will convert to a sale if clicked, including:
○ Historical performance of the ad (or ads similar to it)
○ Context in which it is displayed (e.g. the customer search term,
placement, time of day, etc.)

16. Adjusting Bids by Placement for
Sponsored Products

17. Top of Search Placement
● The top of search (first page) refers to the sponsored products ads at the top row on
the first page of search results
● Bids can be increased up to 900% (or 10 times of) your base bid

18. Product Page Placement
● Product pages refers to sponsored
products placements on the
product detail page, and certain
other placements off search
results like the add-to-cart page
● Bids can be increased up to 900%
(or 10 times of) your base bid

19. Rest of Search
● Rest of search refers to sponsored
products ads shown in the middle or
at the bottom of search results, and all
sponsored products ads in the second
page of search results and beyond
● Not eligible for placement based bid
adjustments

20. Dynamic Bidding + Placement Adjustments
Example:
● $1.00 base bid
● 50% adjustment for
top of search
● 25% adjustment for
product pages

21. Automated Bidding for Sponsored Brands

22. PPC: Cost-per-click
You pay for clicks!
Display: CPM (Cost per thousand)
You pay for impressions!
Amazon Ad Console
Previously AMS
Product Display Sponsored Brands
Previously HSAs
Sponsored Products Amazon Managed Service Enterprise Self Service
Amazon Advertising
Previously AMG
Amazon DSP
Previously AAP

23. New Bidding Options
● Automated: Adjust bids automatically to optimize your ACoS across placements
○ For example, automated bidding can lower bids for all placements
○ Automated bidding will never increase your bid
● Manual: Increase or decrease your bid by a specific percentage

24. Reporting
● Campaign placement report: Track how your ads are performing in each
placement so you can adjust your budget accordingly
● Keyword placement report: Understand sales and performance metrics for
keywords across both placement groups to make bid adjustments and expand
your keyword target list
● Campaign report: Gain insights into sales, budget, and performance metrics
across all campaigns

25. New Placements for Sponsored Brands
● Before, advertisers were by default enrolled into all of
these placements with using an automatic bidding option
● Sponsored Brands now have 3 new ad placements:
○ Middle of the SERP
○ Bottom of the SERP
○ Very bottom of the SERP
● You’ll want to consider the effect the new placements can
have on impressions and CTRs

26. Display above the Fold
1. Open your campaign settings for your
Sponsored Brands campaign
2. Select automated bidding and change
to manual
3. You can now decrease your bids for
all placements below the SERP
4. Decrease bids by 99% if you don’t
want your ad to display in the
alternative placements

27. New to Brand Metrics

28. What are the New to Brand Metrics?
● Measures orders & sales of your products
generated from first-time customers of your
brand
● Better measures campaigns to optimize
current and future campaigns by driving customer
acquisition and brand loyalty
● Amazon reviews the last 12 months of a shopper's
purchase history
● If the shopper has not purchased from
your brand within the 12 month look back
window, the order is considered
new-to-brand

29. Reading New to Brand Metrics
● % of orders new-to-brand: Percentage of total orders that are new-to-brand
● % of sales new-to-brand: Percentage of total sales that are new-to-brand
● New-to-brand orders: Number of first-time orders for products within the brand
over a one-year lookback window
● New-to-brand sales: The total sales of new-to-brand orders

30. Using New to Brand Metrics
● Identify keywords with the highest % of orders
new-to-brand
○ These keywords are targeting candidates for
driving new-to-brand orders
● You should also review the new-to-brand units
and sales metrics as these may identify keywords
that generate new-to-brand orders with higher
price points and basket sizes

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Schedule a 1:1
Amazon strategy
evaluation

32. 9 - 9:45 am PT
1 - 1:45 pm PT
11 - 11:45 am PT
12 - 12:45 am PT
10 - 10:45 am PT
2 - 2:45 pm PT
SPS COMMERCE PRESENTS:
GROWING YOUR BUSINESS
WITH DROP SHIPPING
& AMAZON
CPC STRATEGY PRESENTS:
ACCELERATE BRAND DISCOVERY
WITH AMAZON’S NEW
TARGETING & BIDDING
SKUBANA PRESENTS:
A PROVEN SEO FORMULA TO
10X YOUR TRAFFIC & CONVERSION
IN 12 MONTHS OR LESS
SALSIFY PRESENTS:
PRODUCT DETAIL PAGE
OPTIMIZATION AND ITS IMPACT
ON AD SPEND EFFICIENCY
SHIPBOB PRESENTS:
HOW TO SHIFT LOGISTICS
FROM A COST CENTER
TO A REVENUE DRIVER
AVALARA PRESENTS:
SALES TAX 101 FOR
AMAZON SELLERS
Please hold for our next presentation starting at 10am PT / 1pm ET