Over 1 billion items were sold on Amazon this past holiday season. The sheer volume of searches and transactions presents Amazon Sellers an incredible opportunity to maximize revenue and finish 2017 off strong. But how exactly do you make your products and advertising campaigns stand out from the thousands of other vendors in the marketplace? Don’t Miss Out - David Cooley, Manager of Marketplace Strategy at CPC Strategy will cover how vendors can leverage AMS to improve product visibility, drive sales, and get the most out of Amazon.

1. Amazon Marketing Services:
The Tool You Need to Succeed This
Holiday Season on Amazon

2. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

3. Today’s Event Speaker
David Cooley
Manager of Marketplace
Strategy

4. Today’s Agenda
1) What is AMS & why is it essential for Amazon Vendors?
1) The 3 Ad Types in AMS & Their Roles for Holiday Conversions
1) Holiday-specific Optimizations for:
➢ Headline Search Ads
➢ Sponsored Products
➢ Product Display Ads
1) Ad Metrics that are Important to Monitor
1) Examples of Different Ad Types on the Marketplace

5. What is AMS & Why Is It Essential for
Amazon Vendors?

6. What is AMS?

7. Why is AMS essential for Vendors?
Headline Search Ads
Sponsored Products
Product
Display
Ads
➢ AMS allows Vendors to get their brand &
products seen by shoppers at various stages of
their purchase intent.
➢ By strategically using AMS, vendors can expect:
1. Increased product visibility
2. Efficient ROI
3. Higher sales volume

8. The 3 Ad Types in AMS & Their Roles
for Conversions

9. Headline Search Ads - Top of the Funnel
CONVERSION ROLE: Targeting
top of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail Pages
Right Rail
Top/Bottom of SERP
Targeting Keywords
Product Targeting
Interest Based
Automatic - Content Driven
Manual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting
Destination
Custom URL
Create a Page
Storefronts
Product Detail Page Product Detail Page

10. Sponsored Products - Middle of the Funnel
CONVERSION ROLE: Targeting
middle of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail Pages
Right Rail
Top/Bottom of SERP
Targeting Keywords
Product Targeting
Interest Based
Automatic - Content Driven
Manual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting
Destination
Custom URL
Create a Page
Storefronts
Product Detail Page Product Detail Page

11. Product Display Ads - Bottom of the Funnel
CONVERSION ROLE: Targeting
bottom of the funnel traffic
Headline Search Product Display Ads Sponsored Products
Ad Placement Top of SERP Product Detail Pages
Right Rail
Top/Bottom of SERP
Targeting Keywords
Product Targeting
Interest Based
Automatic - Content Driven
Manual - Keyword Driven
Select Availability Vendors and 3P Sellers Vendors Vendors and 3P Sellers
Purchase Funnel Top Bottom Middle
Targeting
Destination
Custom URL
Create a Page
Storefronts
Product Detail Page Product Detail Page

12. Holiday-specific Strategies & Optimizations:
Headline Search Ads, Sponsored Products,
Product Display Ads

13. Headline Search Ads

14. Headline Search Ads - Best Practices
➢ Due to increases in traffic for the holiday season, HSAs see a huge increase in traffic as well.
➢ Use copy that is timely, relevant, and speaks to the holiday season.
➢ Include hi-res images that are holiday-relevant in ad creative.
➢ Focus on mobile customer experience as well.
➢ Use customer’s search query as an indicator of intent for higher converting campaigns.

15. Headline Search Ads - Landing to Your Storefront
➢ When linking directly to a Storefront, you
can adjust which URL we send the
prospect to based on their search query:
Type of Search Destination Page
Generic Branded (Top of Funnel) Storefront
More granular search (longer tail
searches)
Specific URLs in brand page
➢ CPC Strategy-recommended naming
convention

16. Sponsored Products

17. Sponsored Product Ads - Best Practices
➢ Account for Manual Campaigns typically higher CPC bids than automatic.
➢ Enable Bid+ in Sponsored Products this holiday season.
➢ Run Automatic Campaigns to keywords harvest and identify niche opportunities.
➢ Continue to run Automatic Campaigns even after initial keyword harvesting.

18. Why Continue to Run Automatic Campaigns?
Continue to run automatic campaigns because:
➢ There will always be new search terms.
➢ Customers will tell you what you’re relevant for
➢ Customers type what they’re looking for and Amazon will serve them the keyword
➢ Only automatic campaigns have access to the sponsored product carousel.
* If an ASIN returns back from keywords that were harvested, it's coming from the SP carousel. This information
allows you to use offensive product display campaigns for more targeted and relevant campaigns.

19. Product Display Ads

20. Product Display Ads - Optimizations
➢ Employ a mix of both targeting to ensure you get in front of as many prospects as possible.
➢ Product Targeting: lower click volume, higher CPC’s, lower ACOS
➢ Interest Targeting: greater click volume, lower CPC’s, higher ACOS
Offensive Strategy vs Defensive Strategy
➢ Offensive Strategy: targeting competitor detail pages to reach shoppers before
they make their final purchase decision
➢ Defensive Strategy: protecting your product detail pages against targeting
advertisers

21. PDA - Offensive Strategy vs Defensive Strategy
Offensive Strategy
➢ Use your best performing products in offensive PDA campaigns for best results.

22. PDA - Offensive Strategy vs Defensive Strategy
Defensive Strategy
➢ Use your best performing products in defensive PDA campaigns for best results.

23. BONUS: Using Google Keywords to Pull Amazon Keywords
➢ Sellers typically have more historical data for keywords on Google
➢ Use this information to look at holiday-specific keywords or phrases that perform well and test
for Amazon

24. Important Ad Metrics To Monitor

25. Important Ad Metrics to Monitor
➢ Clicks
➢ Spend
➢ Sales
➢ ACOS

26. Examples of Ad Types & Placements

27. Examples of Ad Types & Placements - Offensive SP

28. Examples of Ad Types & Placements - Defensive SP

29. Examples of Ad Types & Placements - Offensive HSA

30. Examples of Ad Types & Placements - Defensive HSA

31. Examples of Ad Types & Placements - Offensive PDA

32. Examples of Ad Types & Placements - Offensive PDA

33. Examples of Ad Types & Placements - Defensive PDA

34. Not all Ads are Created Equal

35. Examples of Ad Types & Placements - Headline Search

36. Examples of Ad Types & Placements - Product Display

37. Schedule Your AMS
Account Health Evaluation
www.cpcstrategy.com/amazon-vendor-services

38. Questions for Our Speaker?
David Cooley
Manager of Marketplace
Strategy