The document provides information about Amazon Marketing Services (AMS) headline ads. It discusses the types of headline ads, best practices for writing sales copy and headlines, and how to set up and optimize headline ads campaigns. It also demonstrates how to find keywords, create ads, and provides tips on cutting wasted spend and ramping up profitable conversions. The webinar concludes by announcing an upcoming session on inventory management best practices.

1. THE MILLION DOLLAR CASE STUDY
Session #21:
Amazon Marketing
Services (AMS Part II)
Journey to $1MM
July 1th, 2017
100% to

2. Amazon Marketing Services (AMS)
Last Week (Part I) This Week (Part II)
1. How to get access to AMS
2. AMS Basics
3. How to set up Product Display Ads
1. How to set up Headline Ads
2. Optimization and Advanced Tactics
3. Review the Jungle Snugs ads

3. Two Types of AMS Ads
#1 #2
Today's
Webinar

4. Quick Jungle Snugs Update
29 Units Sold
Yesterday :-)
Original Goal
10 Units/Day

5. Jungle Snugs A/B Test Sneak Peak
Still
Running

6. If you’re enjoying the MDCS -
please help us out!
Can we
get a little
love?

7. Don’t get Ahead of Yourself!
▸ This content may overwhelm some of you who
aren't to this step yet
▸ If you have not selected and placed an order for
your product, stop watching this and go back to
Sessions 1->8
▸ AMS is certainly not mandatory for being successful
on Amazon (Jungle Stix have never used AMS)

8. What are headline ads?

9. What are headline ads?
On Mobile/Tablets
they look something
like this

10. Sales Copy for Headline Ads
(Reminder) This is what Amazon says:
To make sure your headline passes review, use the following tips:
● Start with a capital letter
● Don't use multiple punctuation marks or special characters
● Don't include pricing information
● Don't use forceful phrases, all capital letters, or exclamation points. For example, "Don't miss out!"
Or, "HURRY! SAVE NOW!!!"
● Don't use unsupported claims. For example, phrases like "best', "top selling" or "healthiest" are
unsubstantiated and will not be approved.
Brands and products with special formatting exceptions will be considered. Review may take up to 72 hours.

11. Approved Headlines
✓ A luxury towel at an amazing price
✓ The happiest babies use these towels
✓ Looking for a higher quality towel?
✓ Get a luxury towel without spending
more
✓ Our towels generate endless baby
smiles
✓ A thicker softer towel
✓ Your baby has never felt a softer towel
✓ Your baby deserves a thicker softer
towel
✓ Our towels last 4x longer
✓ You need to see this towel
✓ The ultimate baby towel
✓ Are you sure that’s the right towel?
✓ The finest towel ever released
✓ The towel they tried to hide from you
✓ You don't want a thicker towel?
✓ You don't want a higher quality towel?
✓ 60% Thicker
✓ Your baby won't stop smiling
✓ Your baby won't let you take it off
✓ Your baby deserves the nicest towel
✓ A softer thicker and more plush towel

12. Rejected Headlines - Reviewed by Amazon
▸ Higher quality at a better price
▹ “The headline or product title is not relevant to the product being
advertised.”
▸ Luxury towel at a bargain price
▹ “The Coupon ad has discounts or conditions that are unverifiable on The
landing page.”
▸ Get a higher rated towel
▹ “The ad contains references to customer reviews or ratings.”
▸ An amazing value
▹ “The headline or product title is not relevant to the product being
advertised.”
▸ Approved by 1001 moms
▹ “The claim made in the ad needs to be substantiated by an independent
third-party source.”

13. Our top performing headlines
Our (product) is (insert number)x (desired outcome)
● Our cup keeps coffee hot 5x longer
● Our headphones sound is 3x crisper
Your/you (target user) will be amazed/blow away/stoked (desired outcome)
● You will be amazed how skinny you look
● Your dad will be blown away with the smoothness of this shaver
The (product) (target user) trust
● The sunglasses professional athletes trust
● The gloves more cowboys trust
Your/you (target user) won’t be able to put down/stop using (product)
● Your mom won’t be able to put down our fidget spinner

14. “
Sales Copy for Headline Ads
What would convince your buyer to
purchase your product?
▸ Use the keywords they are searching for
▹ If they’re calling them toddlers, use toddler
▹ If they’re calling them baby, use baby
▸ If they are searching for a specific type of something, have your ad target that
▹ People search organic if they want organic
▹ People search LED if they want LED lights
▸ The more targeted you can make your keyword groups, the better your ads will perform

15. Where to find keywords?
Keyword
research
covered in
Session 11
Sponsored
products
search term
report (best)

16. Demo
Coming Next

17. Session 20 Giveaway Winners
Huge shout out to Greg Mercer and the Jungle Scout crew:
Hi Greg and Jungle Crew,
I'm writing to let you know that you may be saving the tiger, and other beautiful creatures of the jungle...and I know how much you
love the jungle. By saving the wild cats of our planet's jungles it saves the entire eco-system for all wildlife there. Those jungles, in
turn, provide the oxygen we all need to survive; so maybe I should start by saying you saved my life ;-)
Here's how you are doing it:
Through the amazing tools, like Jungle Scout and the Chrome extensions, Jump Send, and others that I want to use, like Splitly and
Fetcher you are providing tools that will make it easier for me to raise funds to protect, and awareness about, the plight of tigers (who
have seen a decline in wild populations of 96.8% in just the last 20 years).
I've hungrily devoured every podcast, google hangout, or line of text I could find about your products and am up to episode 15 in the
#MillionDollarCaseStudy Your excellent content, delivery and guests have made it possible for me to navigate areas of SellerCentral
that I didn't even know existed even after watching every one of the Amazon University videos.
Carole Baskin (JS T-Shirt Winner)

18. Session 20 Giveaway Winners
Big Cat Rescue is the leading 501c3 non profit sanctuary in the efforts to end the trade in exotic cats as pets, props and parts. There are only a handful
of accredited sanctuaries that rescue lions, tigers and other wild cats; mostly from the pet trade. Those cats end up in the pet trade when they hit 12
weeks of age and are no longer cute and cuddly photo props. We are home to about 70 such cats, but we can't rescue our way out of this crisis.
Ending the captive trade is critical to saving the cats in the wild, because the legal (yes, it's actually legal in most places to pay $40 for a USDA
exhibitor permit and have a tiger) trade provides a smokescreen for illegal poaching. In the U.S. if someone is caught with tiger teeth, or skins all they
have to do is say it was their pet. End of investigation.
What sets Big Cat Rescue apart is that we are part of a Big Cat Coalition that is leading the efforts to ban the private possession of big cats via the Big
Cat Public Safety Act HR 1818. See BigCatAct.com
So, what are YOU doing to protect tigers? You are helping me create another revenue stream, and a way to reach people on Amazon who might not
have any idea how dire the situation is for big cats. We have to raise almost 4 million dollars a year to take care of our 70+ cats and fund our efforts in
education and advocacy. We've done that for the past 25 years through a combination of donations, visitor revenue and sales from our onsite and
online gift shop at BigCatRescue.biz There is no government funding for this work.
My goal is to build the Amazon business, using all of your grrrreat (could not help myself) advice. I just had my first shipment from China to FBA
initiated and am working on my second. A bit a of hiccup on the second one as Amazon decided that Tiger's Eye bracelets are fine jewelry, so they are
requiring a $5000 application fee.
I've owned a real estate investment business for 37 years, but I'm 56 and getting too old to deal with tenants and all the ways they can destroy my
homes, so I'm excited at the prospects of gradually converting that intensive management business into one that I can run from a laptop in my own
beach view jungle hut. Costa Rica is next on my list of places to "fix" when it comes to wildcat issues, and thanks to you and your team, I may get there
while I'm still young enough to do it.
So again; a huge virtual hug of thanks for helping save the big cats. For the cats, Carole Baskin

19. Loredan (JS T-Shirt Winner)
Initially I have chosen a product with high demand but I could
define and design good improvements. Unfortunately the
supplier was not capable to make and incorporate them.
Supplier was most difficult until now but I could learn a lot from
this “fail” and used to apply the right and quick tactics. I decided
to buy JS web app and to identify another product which now is
ready to be ship to US. Also I follow your study case and
watched all # series. Moreover I implemented most of the
strategies and I appreciate a lot your structure of this course
and the way of teaching us. Although I am enrolled in a paid
course, the information found in this case study helped me a lot
and I would say weigh more in my decisions and result than
content provided by paid course. True! Thank you Jungle Scout
and keep teaching us great and valuable things!
The most difficult part of my FBA journey has been to
overcome the feeling of uncertainty and doubt in the
possibility of succeeding in this business. Thanks to the
Million Dollar Case Study I feel more confident and
determined to take action as I now have a clearer
understanding of the steps needed to launch a private
label product on Amazon. I now feel ready to start
searching for a product to sell and would love to be able
to use the Jungle Scout Web App in order to find the
best opportunities available. I am feeling really excited to
begin this journey and to learn a lot in the process.
What has been
the most
difficult part of
Amazon FBA?
(Standard Web App)
Session 20 Giveaway Winners
Carla Berrera

20. Session 21 GIVEAWAY : Win a Web App or a T-Shirt
▸ HOW TO ENTER
Use this Link to Enter our Giveaway
www.junglescout.com/giveaway
The link will also be in the Video Description of the
Replay on YouTube and Our Facebook Page
▸ 2 Winners, 1 Prize for Each !
▹ 1 Month of Standard Web App
▹ 2 Jungle Scout T Shirt’s
▹ Featured on the Website!
▸ Winners selected every week for all of 2017!

21. Demo
Let’s find some keywords together!

22. Setting up your Headline Ads
▸ Group your high converting words in the smallest groups possible
▹ Baby
▹ Toddler
▹ Kids
▹ Newborn
▹ Infant
▹ Girl
▹ Boy
▹ Organic
▹ Beach Towel
▹ Hooded Towel
▹ Bamboo
▹ (Better than) Cotton
▹ Towel & Washcloth Set
▸ Write your sales copy specifically for each group

23. Which picture?
▸ Some things to keep in mind
▹~70% of Amazon traffic now comes from
Mobile
▹On mobile views, they only see your main
image
▹You can use lifestyle images here, it does not
need to be a pure white background
▹At the end of the day, only a split test will know
best

24. Match Types with AMS
▸ AMS does not correct for:
▹ Plurals (towel, towels)
▹ Stemmings (hood, hooded)
▹ Misspellings (towells)

25. BroadCan include words before, after or in between
ExactMust be your exact word(s)
PhraseCan include words before or after
25
Match Types with AMS

26. Naming Convention Best Practices for Headline Ads
[Product Name] - [Ad Type] - [Identifier]
▸ Product Name
▹ Snugs
▸ Ad Type
▹ Headline
▸ Identifier
▹ Category

27. Good things to know
▸ AMS is still very basic and crude
▸ No in depth reporting like sponsored
products
▸ Use competitors URL’s to find good
words they rank for
▸ No negative keywords

28. Demo
Let’s create some headline ads!

29. Cut Wasted Spend
a. Pause Keywords
b. Adjust bids to break even ACoS
Ramp Up Profitable Conversions
a. If words convert well, try increasing bid to
get more impressions
b. Make bid types more targeted when
possible--Exact Match is ideal
Check Search Term Report for New Keywords
a. Check back often, it’s the best keyword
research
How To Optimize your AMS Ads

30. “July 26th, 2017
7p ET / 4p PT
Inventory Management Best Practices
If you haven’t already, register at junglescout.com/million
Join us
next week!