Some topics we’ll discuss: How Tinuiti client, Seventh Generation, increased AMS Sales by a whopping 441% Unpacking Advil®’s customized Amazon Store built by Tinuiti’s Amazon Creative Team Expert insight & best practices for: Enhanced Brand Content (EBC), video, and Stores Amazon Creative Betas: Sponsored Brands Custom Image & Amazon Posts

1. Amazon Creative that Converts
The Better the Creative, the More Conversions

2. Today’s Logistics
Persephanie Arellano
Webinar Coordinator
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
● Submit questions for live Q&A

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

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5. Today’s Speaker
AJ Swamy
Manager, Creative Strategy

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1. How Amazon creative impacts brand equity & customer acquisition
2. Expert insight & best practices for crafting your story on Amazon
3. Create the ideal customer experience for your target audience
4. Inputs that drive the discoverability and buyability cycle
5. How to measure success for different ad types
6. Live Q&A with our in house experts
Agenda

7. Poll Question
How are you managing your
Amazon content creation?
● In house
● Freelance
● Agency Managed
● Other

8. Evolution of Brand Building

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1990 - 2020
The 30 Year Evolution of Building Brands
1990
BROADCAST IS
KING
2000
THE RISE
OF DIGITAL
2010
THE
NEW
SOCIAL
SCENE
2020
THE AGE
OF AMAZON

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THE EVOLUTION IN BUILDING BRANDS
1990 - YOUR BRAND STORY IN 60 SECONDS OR LESS

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THE EVOLUTION IN BUILDING BRANDS
2000 - TAKING YOUR BRAND ONLINE

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THE EVOLUTION IN BUILDING BRANDS
2010 - TURNING CUSTOMERS INTO FRIENDS ON SOCIAL

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THE EVOLUTION IN BUILDING BRANDS
2020 - An Intersected Brand Story

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Branding on Amazon

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Developing Brand Equity on Amazon
Brand Stores Enhanced Content Detail Page Images On page Content
Many Vendors and Sellers have established brand equity outside of Amazon.
Amazon Provides Vendors and Sellers a few tools to translate that brand equity from outside Amazon to Amazon:

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Amazon Stores
How do you take advantage of Amazon Brand Stores?
• Create customized landing pages to match specific
traffic sources
• Showcase brand value on your homepage of your
Store

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Detail Page Images
Support main images with images showcasing features of your product and brand.
• Certain categories may have specific restrictions preventing you from manipulating
the images on the detail page.
• Take a look at the top ranking listings for specific search terms that relate to your
product and research the competitive landscape.
• Add branded graphics and use text overlays to communicate your brand
messaging when it makes sense.

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What are Amazon Detail Page Images?
Consider leveraging
lifestyle imagery to
describe product use
cases and benefits.

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Add Video To Your Listing

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Amazon On Page Content
Amazon On Page Content consists of the optimizations of a products Title, Bullet Points, and Product Description
A. Discoverability: Ensuring our listings are optimized for Amazon’s search algorithm
B. Buyability: Ensuring our content speaks to our product features in the highest standard of the brand.
Advertising and Content Optimization strategies are necessary inputs to drive the discoverability and buyability cycle.
Keyword placement

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Amazon A+ Content
What is Enhanced Marketing Content?
• Enhance product detail pages with additional text
and images.
• Premium branded placement below the fold on
your Amazon detail page.
• Packages the listing together and helps
distinguish your products as premium.

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The Ideal Customer Experience

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Understanding Your Target Audience
What is causing your consumers to make purchase decisions?
• Understand what features your target audience is searching for.
• Analyze reviews to understand what trigger words customers are
looking for
• Pull advertising search term report to understand the words that
customers are searching when purchasing your products.

24. Your
Messaging
Mix
Product Messaging Brand Messaging
• Communicate the main reasons to buy
• Describe product complexities
• Address product-related FAQs
• Tell your brand story
• Develop your brand aesthetic & tone
• Establish brand equity
• Communicate key elements of your brand
Developing Your Messaging Mix

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Comprehensive Detail Page
Title
Bullet
Points
Detail Page
Imagery
Product
Descriptions
Enhanced
Content
Comprehensive Detail Page
• All elements must work together → cohesive message
• Communicate a cohesive message on your Detail Page
• Understand the real estate available on your product
page
- Use concise, attractive aesthetics and content
- Communicate reasons to buy

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Cohesive Brand Messaging

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How to Track Success

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Conversion Rate
Different CRs to consider:
• Product Detail Page Conversion Rate
- Business Reports
• Advertising Conversion Rate
- Keyword/Campaign level

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Formula to Success
Sessions Conversion rate Sales

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Formula to Success
Sessions Conversion rate Sales
Example: In 5,000 sessions...
Cost of Vincero Watch: $159
Without A+ Content:
5,000 12% CR 600 units
With A+ Content:
5,000 13% CR (1% +) 650 units

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Formula to Success
Sessions Conversion rate Sales
Example: In 5,000 sessions...
Cost of Vincero Watch: $159
Without EBC:
5,000 12% CR 600 units
With EBC:
5,000 13% CR (1% +) 650 units
Even a
1% increase
in conversion rate can add up
over the course of a month or year
50 unit increase @ $159 =
$7,950 +

32. Additional Amazon Creative Opportunities

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ViSB Now Available to all Advertisers
Convert customers with engaging video on the SERP
Video in Sponsored Brands is now available to all
advertisers starting in May 2020.
● ViSB has resulted in higher CVR and CTR when
compared to traditional Sponsored Brand
campaigns.
● Leverage video to captivate a customers attention
as they are browsing on the SERP
● Develop brand equity but connecting your
customers shopping intent with your brand assets.
Video in Sponsored Brands

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Review of Sponsored Brands Client’s Data In Q2 2020
Video in Sponsored Brands

35. Amazon Creative Betas: Amazon Posts

36. Case Studies

37. Case Study: Honest Co.
Our team partnered closely
with the Honest Company to
optimize all product listings
with high quality images &
messaging.
amazon.com/dp/B07G4T8ZG7

38. Case Study: Honest Co.
After all optimizations were live on Amazon
Honest Co improved their conversion
rate on their ASINs by 46%.
46%I N C R E A S E

39. Overview: In October 2017, our Amazon Creative Team worked directly with Advil® to design, develop and deploy a
customized and responsive Amazon Store site map with multi-level category & product pages optimized to promote an
immersive shopping experience.
● Design Product Grid & Layout
● Custom Page Development
● Maintain Brand Consistency
Advil®’s customized Amazon Store built by
Tinuiti’s Amazon Creative Team
+441.4%
Increase in Weekly Sales
+47.2%
Decrease in ACoS
Advil®

40. +441.4%
Increase in Weekly Sales
+47.2%
Decrease in ACoS
Advil®

41. Challenge: Seventh Generation wanted to improve their Amazon brand page in addition
to their campaign management in order to scale efficiently.
Solution: Tinuiti addressed each of Seventh Generation’s goals by leveraging in-house
Amazon optimization strategies and techniques in order to scale their Amazon Vendor
operations. The custom brand page we created for Seventh Generation mimics their
website layout and includes additional selling points (not easily communicated through
the product detail page).
Seventh Generation Increases AMS Sales by
441.41%
+441.4%
Increase in Weekly Sales
+47.2%
Decrease in ACoS

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Key Takeaways

43. Key Takeaways
Utilize the tools Amazon gives Sellers and Vendors to
translate your brand equity onto Amazon.
Continue to test your conversion rate after implementing
these strategies.
Develop product detail page messaging based on your
Amazon buyer persona.

44. Schedule Your 1:1
Strategy Evaluation

45. Live Q&A
AJ Swamy
Manager, Creative Strategy

46. https://tinuiti.com/content/
Upcoming Tinuiti Webinars

47. THANK YOU!