With over 560 million products listed on Amazon, how do you get your products found by the right audience? New features are now available to all sellers and vendors, even those who didn’t have access to AMS and PDAs before, through Sponsored Product campaigns. What are these changes and how do they work? Let’s dive into the new Product Attribute Targeting to learn how it can boost your digital shelf placement for the right audience.

1. Amazon’s Endless Aisle &
Digital Shelf Revolution

2. Amazon’s Endless Aisle +
Digital Shelf Revolution
CPC STRATEGY PRESENTS:
BOOST YOUR DIGITAL SHELF
VISIBILITY WITH SPONSORED
PRODUCTS CAMPAIGNS
NUMERATOR PRESENTS:
WHY CPG COMPANIES NEED TO
MANAGE THE AMAZON
DIGITAL SHELF
9 - 9:45 am PT 10 - 10:45 am PT 11 - 11:45 am PT
SALSIFY PRESENTS:
2019 TREND ANALYSIS: WHAT
LEADING BRANDS DO TO WIN
MARKET SHARE

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator

4. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

5. Today’s Speakers
Evan Walsh
Marketplace Channel Analyst
Pat Petriello
Head of Marketplace Strategy

6. Boost Your Digital Shelf Visibility with
Sponsored Products Campaigns

7. ● Amazon’s Endless Aisle as It Stands Today
● Updates in Sponsored Products
● Product Attributes Targeting
● Enhanced Auto Targeting
● Campaign Portfolio
Today’s Agenda
SPONSORED
PRODUCTS

8. POLL
Were you aware Product Attribute Targeting and
Enhanced Auto-Targeting were released?

9. Taking a Closer Look at Amazon’s Endless Aisle

10. Amazon lists over
563 million
products and counting
Scrapehero
70% of Amazon customers
don’t click past
the first page of search results
Amazon Advertising
90% of Amazon shoppers
‘don’t notice ads’
or find them ‘useful & relevant’
CPC Strategy

11. How do we Get Shoppers to Find our Products?
● Brands are spending more ad dollars on
Amazon advertising than ever before to
keep up with increased competition
● Brands are willing to spend on ads because
they see a strong return on incremental
investments in Sponsored Products
● Winning Sponsored Products auctions are
more important than ever

12. In search of new ways to stay ahead
of your competitors in 2019?
Learn to take advantage of
Sponsored Product updates

13. Product Attributes Targeting

14. What is Product Attributes Targeting (PAT)?
Built off Sponsored Product
Campaigns, PAT enables advertisers
to target audience with:
1. ASINs
2. Amazon Categories with
fine-tuning options of:
i. Price Range
ii. Brands
iii. Review Rating
Amazon Advertising

15. Where to Find PAT

16. How to Use Product Attributes Targeting
The most effective ways to adopt PAT:
● Bulk Operations
1. Create the new PAT campaign/ad group via UI’s campaign builder
2. Download the new campaign/ad group to the bulksheet to collect their PAT IDs
3. Use bulksheet copy and paste function to create additional PAT
4. Refine price and rating range in settings as part of PAT record
● Programmatic Technology, like CAPx

17. Reviewing PAT Performance
● View campaign manager to monitor impressions and clicks to your ad
● You can modify the targeting to meet your business goals
● You can see which products your ad converted on in the Search Term Report
○ As of now you can see the category you’re targeting and the ASIN that the category picked up
* “ASIN” will populate with a real ASIN

18. Strategies to Get you Started
What you already know:
● Which categories, brands, products & keywords to target
What’s next:
● Pro-tip: download search term reports to see which of your
ASINs converted
● Offensive strategy:
○ Placement = competitor’s listings
○ Advertise = your brand’s version
● Defensive strategy:
○ Placement = your product listings
○ Advertise = similar product (sets, different size)

19. Enhanced Auto Targeting

20. What is Enhanced Auto Targeting (EAT)?
Auto-targeting updates:
● Auto-targeting will continue to automatically target your ads based on keyword and products
● Now you can adjust targeting options to meet your performance needs

21. What are the Available Targeting Options?
EAT enables advertisers to opt in/out of four auto targeting strategies within campaign manager (need
at least one to activate):
1. Close match: search terms closely related to the product description
2. Loose match: search terms broadly related to the product description
3. Substitutes: shoppers looking for products which could be substituted by the advertised product
4. Complements: shoppers looking for products which are associated with the advertised product

22. Where do Each of These Options Appear?
Loose & Close Match Substitutes & Compliments

23. Reviewing Auto Enhanced Targeting Performance

24. Testing the New Sponsored Products Functionality
In the home space:
● 2 campaigns with equal
bids on each of the 4
targeting options
● Substitutes has seen the
most traffic so far
In the office space:
● 6 campaigns
● Loose match has the
most impressions on 3
● Close match on 2
● Substitutes on 1

25. “Create a Portfolio” Functionality

26. New ‘Create a Portfolio’ Functionality
Budget:
● Multiple campaigns can
draw from the same
designated budget amount
over a specified duration

27. SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Schedule Your 1-1
Amazon Advertising
Strategy Evaluation

28. Q & A
Evan Walsh
Marketplace Channel Analyst
Pat Petriello
Head of Marketplace Strategy

29. Amazon’s Endless Aisle +
Digital Shelf Revolution
CPC STRATEGY PRESENTS:
BOOST YOUR DIGITAL SHELF
VISIBILITY WITH SPONSORED
PRODUCTS CAMPAIGNS
NUMERATOR PRESENTS:
WHY CPG COMPANIES NEED TO
MANAGE THE AMAZON
DIGITAL SHELF
9 - 9:45 am PT 10 - 10:45 am PT 11 - 11:45 am PT
SALSIFY PRESENTS:
2019 TREND ANALYSIS: WHAT
LEADING BRANDS DO TO WIN
MARKET SHARE
Please hold for our next presentation starting at 10am PT / 1pm ET