The document discusses strategies for generating higher ROI using Amazon Marketing Services (AMS) and provides an overview of its functionalities for vendors and select third-party sellers. It includes details about ad placements, types of ads such as headline search ads and product display ads, and outlines how to effectively leverage these to increase brand visibility and drive demand. Additionally, it includes a call for audience engagement through Q&A and offers resources for further learning.

1. How to Generate a Higher ROI
with Amazon Marketing Services
A m a z o n V e n d o r C o u r s e

2. Logistics
Session Recording Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
More Resources In the Handouts Section to the Right
T O D AY ’ S S P E A K E R S
David Cooley
Marketplace Channel Analyst
CPC Strategy
Jeff Coleman
Director, Account Management
CPC Strategy

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

5. Poll For The Audience…
Are you currently utilizing Amazon Marketing Services?
A. Yes, consistently
B. Yes, but not to its full potential
C. No, I need to learn more about AMS
D. Not utilizing AMS at all

6. David Cooley
Marketplace Channel Analyst
 Head of AMS Program Development at CPC Strategy
 Senior Amazon Analyst for both Vendor & 3P Sellers
 Head of AMS Education Program at CPC
 Leader in AMS Strategy Meetings

7. Course Overview
• What is Amazon Marketing Services – “The Basics”
• Ad Placement within the Amazon SERP
• Leveraging Headline Search Ads to Increase Visibility
• Utilizing Product Display Ads to Target Competitors
• Sponsored Products Through AMS
• Q&A

8. What is Amazon Marketing Services – “The Basics”
Definition:
“AMS is an advertising solution primarily for Vendors, and select 3P Sellers to enhance
their brand discoverability and drive demand for their products sold on Amazon.com
through three different types of Ad placements”
Depending on the Campaign type, AMS allows a user to control everything from which
Keywords to bid on, which ASINs to target and advertise against, ad copy and content
for ads, and even customization of Amazon Brand Pages

9. What is Amazon Marketing Services – “The Basics”

10. Headline Search Location
*Appear above all organic search results at the top of the SERP, below the search bar.

11. Product Display Location
*Appear in the bottom right corner of a product detail page below the Buy Box.

12. Sponsored Products Location
*Appears on the right rail on the side of the SERP.

13. Sponsored Products Location
*Appears occasionally at the top of the SERP above all organic rankings BUT BELOW any
Headline Search Ad.

14. Sponsored Products Location
*Appears at bottom of SERP below organic search results.

15. Purchase Funnel

16. Leveraging Headline Search Ads to Increase Visibility
Ad Placement
Top of the SERP above all organic search results and above the fold
Targeting
Keywords (2 different types)
• Suggested Keywords
Keywords suggested by Amazon based on popular search queries that
are relevant to the products within your brand
• Your Own Keywords
Keywords you enter on your own
Seller Availability
• Vendors
Purchase Funnel
• Top of the Funnel

17. Leveraging Headline Search Ads to Increase Visibility
Traffic Destination
Custom URL
• A custom landing page created by entering 3 or more ASINs in the Amazon search
bar, separated by a “ | ” symbol
• Take the URL from the search results and copy/paste it in the appropriate location
when creating your AMS ad
Best Selling Products Page
• A landing page featuring your brand’s best-selling products
AMS Brand Page
• Brand page allows customizable features such as a Hero Image, Hero Product, a
Selection of Best Sellers, a Text Box
• Most popular landing page because a seller can showcase their entire catalog

18. Headline Search Pages

19. Creating A Custom URL

20. Copy / Paste URL

21. Utilizing Product Display Ads to Target Competitors
Ad Placement
Bottom right corner of a product detail page, below the Buy Box and Other Sellers
Targeting (2 different types)
• Product Targeting
Show on detail pages of products you are specifically targeting
• Interest Based
Show up on detail pages of products for customers who share the interests you select
Seller Availability
• Vendors
Purchase Funnel
• Bottom of Funnel
Traffic Destination
• Product Detail Pages

22. Product Display Targeting

23. Product Targeting

24. Interest-Based Targeting

25. Sponsored Products Through AMS
Ad Placement
Right Rail on the right side of the SERP, at the bottom of the SERP below all organic results, and
occasionally near the top of the SERP above all organic results
Targeting (2 types)
• Automatic - Content Driven
Available only for 3P Sellers
• Manual - Keyword Driven
Available to 3P Sellers and Vendors
Seller Availability
• Vendors and 3P Seller
Traffic Destination
• Product Detail Page

26. Sponsored Products Suggested Keywords

27. Sponsored Products Own Keywords

28. Headline Search
• Amazon Brand Page
• Custom URL
Product Display
• Product Targeting
Sponsored Products
• Advertise Top Selling Products
Where To Start?

29. Questions for David?
Submit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Channel Evaluation
David Cooley
Marketplace Channel Analyst