This document discusses Amazon as a full-funnel marketing solution. It covers three main topics: 1) Sponsored ads advertising is becoming more competitive and important. Strategic harvesting of product IDs (ASINs) through sponsored product campaigns can help target new products. 2) Re-engaging high-intent audiences by adopting and investing in Amazon DSP to target customers at different stages of the purchasing funnel. This includes remarketing to those who viewed but didn't buy products. 3) Key takeaways around adoption, investment, and optimization of Amazon advertising. Brands should adopt new ad products like DSP and invest appropriately to optimize performance over time as Amazon continues changing.

1. Amazon as a Full Funnel Marketing Solution
Tinuiti | Jeff Coleman

2. 2
1. Sponsored Ads Advertising: More Competitive
and More Important
1. Strategic product ASIN harvesting with
Sponsored Products
2. Re-engage high-intent audiences by adopting
and investing in Amazon DSP
Agenda

3. 3
Sponsored Ads Advertising:
More Competitive and More Important

4. 4
Advertising as the Core Driver of Growth
Tinuiti Amazon Ads Benchmark Report

5. 5
Advertising as the Core Driver of Growth
New Normal

6. 6
Advertising as the Core Driver of Growth
New Normal

7. 7
Advertising as the Core Driver of Growth
Tinuiti Amazon Ads Benchmark Report

8. Strategic ASIN harvesting with
Sponsored Products

9. Strategic ASIN harvesting with sponsored products product targeting
Product targeting

10. Offensive Product Targeting Campaigns
• Separate category and product targeting into separate
campaigns
• Harvest new target ASINs the same as you would harvest
keywords from an auto campaign
• Harvest converting ASINs for 2–4 weeks
• Add harvested ASINs to product targeting campaigns
• Add the non-converting high spending ASINs as negatives
TevraPet: ASIN harvesting with product targeting campaigns
Strategic ASIN harvesting with sponsored products product targeting

11. Suggested bid
• By product
• By category
Negative targeting
• By brand
• By product
Targeting refinement
Strategic ASIN harvesting with sponsored products product targeting

12. Defensive Product Targeting Campaigns
• Either group together products by category or
by cross-sell and upsell opportunities
• Use product targeting to launch new products by adding
defensive product targeting on all your top ASINs
• Launch new products as aggressively as possible
TevraPet: ASIN harvesting with product targeting campaigns
Strategic ASIN harvesting with sponsored products product targeting

13. Refinement Options
• Brand
• Price range
• Review rating
• Prime eligibility [NEW]
• Age range (toys and games category only) [NEW]
Category refinement
Strategic ASIN harvesting with sponsored products product targeting

14. Key Results
• Incremental volume under target ACoS goal
• The most successful product launches ever for
this advertiser
• Harvested ASIN targeting opportunities that
were otherwise hidden
• Cross sold new products to Tevra shoppers
TevraPet: ASIN Harvesting with product targeting campaigns
Strategic ASIN harvesting with sponsored products product targeting

15. Re-engage high-intent audiences by
adopting and investing in Amazon DSP

16. Re-engage high-intent shoppers by adopting and investing in Amazon DSP
Customer purchase decision is not linear
Consideration
Searches for product
Compares brands
Reads detail page
and reviews
Purchase
Adds to cart or list
Purchase in store
Advocacy
Writes a review
Tells a friend
Loyalty
Subscribe & Save
Considers or purchases
brand again
Awareness
Customer sees ad

17. Re-engage high-intent shoppers by adopting and investing in Amazon DSP
Segments
Lifestyle
segments
Reflects broad interest
groups such as
“Snack Enthusiasts”
“Coffee Lovers”
Upper funnel awareness
In-market
segments
Audiences searching or browsing for
certain kinds of products
“Coffee”
“Nuts”
Middle funnel awareness
Re-marketing
segments
Amazon audiences that have viewed
but not purchased your products
On Amazon
Off Amazon (through a Pixel)
Bottom funnel awareness
Source: https://advertising.amazon.com/resources/faq/?ref_=a20m_us_dsp_re_faq#dsp

18. Re-engage high-intent shoppers by adopting and investing in Amazon DSP
DSP dynamic eCommerce ads

19. Tinuiti strategy
• Started with categorical remarketing, tailoring strategy to re-
engage shoppers with products in the same vertical
• Layered on in-market audience segments to reach net new
customers
• DSP campaign structure mimics what we’re doing on with
sponsored ads, allowing the top and bottom of funnel to work
in concert with one another
• Leverage DSP as a seasonal strategy, displaying product lines
that pertain to specific times of the year that viewed Great Deal
Furniture products but haven’t purchased
Great Deal Furniture: re-engaging shoppers with Amazon DSP
Re-engage high-intent shoppers by adopting and investing in Amazon DSP

20. Key Results
• Effectively scaled remarketing across catalog at a $10.75
total ROAS
• Baked in custom in-market audience segments to grow the
audience for the brand and scale to over 500 million
available impressions
• Have increased budget significantly while maintaining and
improving ROAS
• Successfully built out both lower and upper funnel tactics,
allowing us to grow our reach to new to brand audiences and
securing those audiences who reach out detail page
Great Deal Furniture: Re-engaging shoppers with Amazon DSP
Re-engage high-intent shoppers by adopting and investing in Amazon DSP

21. Key takeaways
Adoption
Brands are still under indexing in
DSP, an Amazon display market
inefficiency is still available, but
won’t be forever; act now
Top brands have differentiated,
multi-page and seasonally
updated Stores
Adoption is not the act of trying
something once and determining its
efficacy, adoption is embracing
new advertising products and
opportunities with appropriate
resource investment
Investment
Understanding that some of
your most valuable spend
will be in identifying where
your best opportunities are
for further investment
We are still in early days
of investment in Amazon
Advertising, the opportunity is
maturing but there’s still
plenty of runway
Focus more on CVR, building a
demand creation funnel on Amazon
that is going to convert higher than
your own website, and dedicating
the investment to support it
Optimization
Set clear goals for what defines
success, resist the urge to abandon
your objectives
If you are not testing you
are dying
One of the few guarantees you have
is that Amazon will keep changing.
Foster a culture of flexibility and
openness to
that change

22. Thank You