When Amazon appears in an Auction Insights report some may feel threatened that a large brand is competing with them. However, there are many opportunities to strategically take control of the situation and increase the combined performance of those two channels. Key takeaways will include: - How to determine to what extent your brand is competing with Amazon in paid search listings - How to enforce your trademark to win more clicks in paid search auctions - How to convert Amazon's Paid Search Landing Pages into revenue for your brand - How to protect your brand from competitors on Google/Amazon

1. Mark Gustafson | @markpgus
DOMINATE PAID SEARCH
WITH AMAZON’S HELP
Mark Gustafson | @markpgus

2. MARK
GUSTAFSON
WORK
Founder of 900 Kings
PLAY
● Pickleball
● Hiking
● Working Out
● Eating Delicious Food

3. Mark Gustafson | @markpgus
HOW OFTEN DO YOU
CHECK YOUR AUCTION
INSIGHTS REPORT?

4. Learner Outcomes
After this session, you will be able to:
● Preferred bullet
● Point style

5. Slide Title

6. Mark Gustafson | @markpgus
WHO’S THERE?

10. Mark Gustafson | @markpgus
BUT THESE ARE
BRAND TERMS

12. Mark Gustafson | @markpgus
GARTNER RESEARCH
Analyzed 1,353 Branded Keywords

13. Mark Gustafson | @markpgus
AMAZON WAS
BIDDING ON 15%

14. 23% OF
ETHAN ALLEN’S
BRANDED TERMS

15. 32% OF
ASHLEY FURNITURE’S
BRANDED TERMS

16. 47% OF
HOME GOODS’
BRANDED TERMS

18. I’M HERE
TO HELP

19. Mark Gustafson | @markpgus
STEP 1
Find Their Ads

24. THAT WAS EASY

25. MORE CLICKS FOR YOU
No Trademark = Lower Quality Score =
More Expensive For Same Results
Less Relevant Ad = Fewer Clicks In General

26. FEWER AMAZON PAYOUTS

27. Mark Gustafson | @markpgus
BUT WAIT
Amazon Is Still On Your SERP

28. Mark Gustafson | @markpgus
STEP 2
Click Their Ads

29. SO LET’S CLICK THE AD

32. Mark Gustafson | @markpgus
2 AD TYPES TO
COMBAT THIS

33. SPONSORED BRAND

34. SPONSORED PRODUCTS

38. AMAZON STORE

39. PRODUCT DETAIL PAGE

41. Mark Gustafson | @markpgus
STEP 3
Place Your Ads

42. A LITTLE TRICKY
Only One Ad Can Go To Auction
From Your Ad Account

44. NOW JUST COPY AND
PASTE YOUR CAMPAIGNS

45. #1
LIMITED ATTRIBUTION
Amazon Is A Black Box

46. #2
DON’T USE A BID STRATEGY
You Will Drive Up CPCs

47. Mark Gustafson | @markpgus
YOU NOW OWN
THE SERP

48. EXTENDED APPLICATIONS
● Other Marketplaces
● Other Campaign Types
○ Non-Branded
○ Competitor/Conquesting

51. COMPETITORS WILL
NEVER KNOW

52. THANK YOU
● Mark Gustafson
● @markpgus
● 900kings.com
● LinkedIn (Scan Below)