This document summarizes a presentation about refining sponsored products strategies for the fourth quarter on Amazon. It provides an overview of sponsored products and recommendations for automatic and manual campaign structures. These include starting with low bids and differentiating product groups for automatic campaigns, and creating targeted campaigns with keywords for manual campaigns. It emphasizes the importance of preparing now for the busy holiday season by getting more granular with segmentation, increasing budgets, and taking a comprehensive approach focusing on inventory, pricing, and profitability over volume to succeed with sponsored products on Amazon.

1. Refining Your Sponsored Products
Strategy for Q4
A C C E L E R A T I N G Y O U R A M A Z O N S A L E S S T R A T E G Y - D a y 1

2. Before We Get Started
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Logistics Speakers
Rick Backus
CEO
CPC Strategy
Pat Petriello
Senior Marketplace Strategist
CPC Strategy

3. Above The Fold Ads Only
Ad
Ad
Ad
Ad
Ad

4. Sponsored Products Winning Bids by Category

5. Sponsored Products Winning Bids by Category

6. Are you currently leveraging Amazon
Sponsored Products?
Poll For The Audience
A. Yes, absolutely
B. No, not yet

7. • Founded in 2007
• Over 300 active retail clients
• Top 50 fastest growing company in San Diego 3 years running
• Recognized as an Official Google Shopping Partner
• Custom-built retail search technology platform, CAPx
Solutions
 Retail-focused Paid Search (PPC)
 Google Shopping Management
 Shopping Channel Management
 Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
VISIT CPCSTRATEGY.COM

9. Pat Petriello
Senior Marketplace Strategist
 Former member of Amazon Seller Services Team
 Former professional seller on Amazon.co.uk, eBay, Buy.com
 Lead architect for CPC Strategy’s Amazon Sales Acceleration Program (ASAP)
 Engineered & directed million dollar revenue stream on Amazon

10. Course Overview
• Evolution of the Amazon Marketplace
• The Impact of Sponsored Products on Amazon
• Sponsored Products Automatic Campaign Structure
• Sponsored Products Manual Campaign Structure
• Sponsored Products Keys for Holiday Selling Season
• Tactical Shifts for Holiday Selling Season
• A Comprehensive Strategy for Amazon SP Success
• Q&A

11. Evolution of the Amazon Marketplace
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Amazon is a constantly evolving marketplace
 Standing still is not an option
 Sellers which are plateauing are those which
have failed to embrace change
 An estimated 50MM Prime subscribers in the
US and 80MM worldwide according to CNBC,
with over 250MM users total in the US
 Understanding the relationship between inputs
and performance

12. The Impact of Sponsored Products on Amazon
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Sponsored Products is one of the most
powerful tools for driving discoverability and
incremental sales
 Enhanced importance during holiday selling
season
 Most frequent Sponsored Product inefficiencies
are in bid levels, keyword matching and
optimization, campaign differentiation and
structure
 Where should I start?

13. Sponsored Products Automatic Campaign Structure – Phase I
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 All Products Campaign
 Initial bid level at $.015 to $0.25
 Category and product dependent
 Ads surface only when you are in the Buy Box
 Data harvesting

14. Sponsored Products Automatic Campaign Structure – Phase II
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 The data will guide you
 Actions driven by goals
 Volume
 ROI
 Ad Group Differentiation
 High: $0.50 to $1.25
 Medium: $0.15 to $0.50
 Low: $0.02 to $0.15
 ACoS as a guidepost
 How do I leverage all this data?

15. Sponsored Products Manual Campaign Structure – Phase I
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Automatic targeting report
 Channel specific strategies
require channel specific data
 Differentiate products by type
 Start with at least 25-40
keywords
 Keywords to overcome poor
product content

16. Sponsored Products Manual Campaign Structure – Phase II
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Optimization and refinement an ongoing
process
 Extend the coverage of automatic
campaigns
 Products can live in multiple campaigns
 Keywords can live in multiple manual
campaigns
 ACoS as a guidepost

17. Sponsored Products Keys For The Holiday Selling Season
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Vendors have joined the Sponsored Products
party
 “Fish where the fish are”
 Expect higher CPCs
 Campaign performance will accelerate,
regardless of the direction
 “Sunday Driver” shoppers = less intent

18. Tactical Shifts For The Holiday Selling Season
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Get prepared now
 Get more granular
 Create more segmentation
among ad groups and
campaigns
 Increase your budgets
 Get aggressive

19. A Comprehensive Strategy for Amazon SP Success
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
 Without stock, nothing else matters
 FBA coverage to stay in the all important
holiday Buy Box hunt
 Pricing optimization towards profitability
 The intersection of volume of margin
 Q4 is a marathon, not a sprint

20. Evaluate Your Amazon Strategy
Questions for Pat or Rick?
Submit your questions in the chat box on the right
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com