Speaker: Mark Wang Amazon is getting more and more competitive. Now more than ever, it’s crucial to find ways to drive awareness and build your brand off-Amazon. Leveraging external channels like Editorials and Influencers can help grow your organic rank, increase sales and help you win coveted search results placements.

1. Mark Wang
mark.wang@perpetua.io
+44 7449091790
Beyond PPC: Why you should
be leveraging Editorials and
Influencers.

2. Mark Wang
Beyond PPC: Why you should be
leveraging Editorials and Influencers.
DATA STRATEGIST, PERPETUA
/mark-wang-4ba01a12b/

3. What I’ll
cover today
● Quick Perpetua intro/recap
● Why is today's topic important?
● Influencer network
● Editorials
● Questions!

4. Perpetua intro

5. Growth infrastructure for a full funnel approach to Retail Media

6. Growth infrastructure for a full funnel approach to Retail Media

7. Why is today’s topic
important?
Making your product(s) stand out from the crowd, and finding new sources
of traffic is critical in a highly competitive environment

8. Just how competitive is it out there?

9. We are easily
influenced.
Influence is a part of life. The way we walk,
the way we talk, are all heavily influenced by
our environment.
We all have a desire to be like the people
we look up to or aspire to be. What you are
wearing right now was likely a decision that
was influenced by what you have seen.
Combining this with statistics, its clear we
need to take advantage of this.
8X
More engagement
than branded content
(Source: Mediakix)
80%
Of consumers complete a
purchase after seeing an
Influencer recommend a
product
(Source: Oberlo)
147
Minutes a day spent on
social media
(Source: Statista)
93%
Of people purchase after
reading a review
(Source: Dixa)

10. Influencer Network
Collaborate with social media Influencers, instantly

11. Merging efficiency
with visual appeal
The Amazon site is very efficient and easy
to navigate. However, it can be very
difficult to create visually appealing
listings which show product features well.
Merging engaging and visually appealing
content to drive traffic to an easy to
purchase platform like Amazon is key to
maximising success.

12. Influencer content
Drive organic rank, awareness and sales with
the power of Influencer content across
multiple platforms such as Instagram and
TikTok.
Brands can work with Influencers to create
TikToks, Reels, and other UGC to drive
awareness, sales, and organic rank for their
products on Amazon.
Combining this with Spark ads, brands have
the power to create long term strategies.

13. Why should you use
Influencers?
In addition to having a big name behind your
brand, there are multiple benefits from leveraging
Influencers for your marketing, from reducing
content creation workload, to effectively build
relatability and trust with customers.
Content created
for you
Influencers effectively
create content for your
brand
Reusability
Re-use or boost
content, increasing
value
Strategy
exploration
Identify trending
hashtags and join in
Organic reach
Increase
discoverability

14. Choosing the
right Influencer
Choosing the right Influencer for your brand is
key! Having someone who is relatable to your
target audience is crucial, but there are other
factors that you need to consider. Sometimes
the most obvious Influencer may not be the
best choice.
KNOW YOUR AUDIENCE!
Check key metrics
What’s their follower
count and engagement
rate?
Check for red
flags!
Controversy or history
of false advertising?
Price!
Know your budget. We
recommend
XXX
What's the goal?
Reach or Niche?

15. The content cycle
Combining both Spark ads and organic content
is great way to combine maximum reach with
long term benefit.
By creating an initial video through your chosen
Influencer/s to then boosting content via spark
ads will create a flowing content cycle.
Reaction
Videos
1. Create unboxing
content as well as
product range content
2. Boost spark ads for
the actual product
Competitions
1. Run competitions
like a ‘30’ day
challenge’
2. Boost spark ads for
the products after the
competition

16. Points to consider
As with all new advertising channels,
Influencer marketing comes with its own
unique set of challenges.
A software solution like Perpetua can
help with this!
Negotiations
Price and contract terms
can be a time
consuming process
Influencer Sourcing
Finding the right
Influencer requires
research and planning
Attribution
It's crucial to have
a way to measure
success

17. What success
have we seen
We have seen some fantastic
results from our clients utilising
Influencers.
Clients can expect to see big
boosts in organic rank with
scalable results when Spark ads
are implemented.
Pyle’s organic rank
1 week after a post
(1.1m views)
96,448
Likes
$8.31
CPM
2,245,496
views
667
comments

18. Amazon Editorials
Make your product stand out from the crowd

19. Content Network -
What is an Editorial?
Amazon Editorial recommendations are
product recommendations written by a list of
hand selected third-party publishers.
Both onsite (articles within Amazon) and
offsite (third-party publisher sites can be
used to promote products for sale on
Amazon.

20. Why use Editorials?
Amazon Editorials will help your brand grow its
online presence by building both trust and
awareness. Additionally, sponsored ads get a
healthy boost in efficiency as both PPC and
SEO improve from the increased page visibility
generated from your editorial.
Your ability to secure first page real estate
improves dramatically with the successful use
of Editorials, catching the eye of shoppers.
Increase in sales
and organic rank
Increasing organic
rank on
search terms
Stand out from
competitors
Loyalty and trust built
from reliable third
party opinions
REAL
ESTATE
Increased chances of
first-page positioning
Efficiency
improvements
PPC & SEO
performance from
increased page visibility

21. Qualification criteria
Amazon only really want products with good
hygiene and perform well. Otherwise it would
defeat the point.
With that in mind, in order to qualify, there
are some requirements that need to be met.
Over 100 4*
Reviews
needed
to qualify
Industry
limitations
Supplements or
medications
$20,000
In sales
needed
Account
hygiene
Good inventory
levels

22. Points to consider
Editorials take time to curate and
must be approved by Amazon.
Building relationships with
reliable and established
third-party publishers will help in
streamlining the process.
Also, as with Influencers, it's
crucial to find a way of attributing
Editorials to understand the
impact.
Attribution
It's crucial to have a way
to measure success
Foot in the door
Building a relationship
with publishers
Success rate
Amazon needs to
approve publications

23. Since launching Editorials with Perpetua, Withings has:
● Featured in publications like Forbes and
Everyday Health.
● Driven 5x increase in conversions
● 1.5x increase in click-through rate
● 62.5% increase in organic rank on a flagship
keyword
● 375.3% increase in attributed sales
What success have we seen?

24. Questions?
Get in touch: mark.wang@perpetua.io

25. Mark Wang
mark.wang@perpetua.io
+44 7449091790
Perpetua.io