Interested in promoting your products on Amazon, but want to stay in a familiar platform? Try using Facebook or Programmatic ads. In this session, Hanapin’s Associate Director of Search, Cassie Oumedian, and Account Manager, Mike Matta, discuss an overview of Amazon ads and how to use out-of-the box tactics to send traffic to your landing pages and drive sales on Amazon.

1. Use Facebook & Programmatic
to Drive Sales on Amazon
Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing

2. Agenda
● Why Amazon can't be ignored
● Amazon Basics
● Facebook + Amazon = Success
● Amazon DSP Strategies

3. Why Amazon Can’t Be Ignored
Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing

4. 49.1%of ALL US online retail spend
$176 Billion3rd Party Retail Sales
29.2 %YoY Growth

5. “The Amazon Effect”
43% of consumers expect “much faster” delivery times
Fulfillment by Amazon can reach customers in 185 countries
If you can’t beat’em, join them!

6. The Basics of Amazon
Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing

7. The Basics of Amazon
● Should You Advertise on Amazon?
● Take advantage of what Amazon has done the work to
cultivate:
○ Prime
○ Customer Trust
○ Returns
● Seller vs. Vendor Central
○ Does influence how one advertises and where.
○ Buy Box

8. Headline Ads
● Think a combination of Search, Shopping, & Display.
● Ads showing within the product search results.

9. Sponsored Product Ads
● Ads on product pages.
● Ability to cross sell, upsell, or show on competitors.

10. Facebook + Amazon = Success
Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing

11. Search Action Plan

12. Straight to Amazon Ads
What are these?
● Pretty self explanatory, send your traffic straight to Amazon from Facebook.
Tips:
● Concentrate on your own products
● Call out Amazon in your ad copy.

13. Bonus Tip
Optimize your Facebook
campaign for Clicks. Let the
Facebook algorithm find
people that are most likely to
find your product interesting.

14. Advantages
● Take advantage of the fact Amazon accounts for 43% of all online
sales.
● Eliminate the need to maintain a separate e-commerce site.
● Amazon Benefits:
○ If you sell more products, you may rank better in Amazon search
results.
○ More reviews
○ Potentially more sales organically

15. Disadvantages
Remarketing
● Unable to remarket except through an Amazon channel
● Use video in your Amazon ads
Conversion Tracking
● Affiliate tracking

16. Amazon DSP | Programmatic
Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing

21. Case Study | Amazon DSP Programmatic
Background: Looking to reach new customers with a CPA Target of $75
Strategy: Amazon DSP Programmatic Ads
○ Link-In (Amazon) + Link-Out (Website)
○ Leveraged Amazon’s first-party audience segments – targeting and
optimizing to in-market and demographic segments
Results:
○ Link-In (Amazon) = 57% Lower CPAs*
○ Link-Out (Website) = 53% Lower CPAs*
*including click and view through conversions

22. Amazon DSP - Bonus Tip
** Bonus Tip **
Don’t have $35K a budget to start?
Test Amazon DSP network with other programmatic providers (i.e. Mighty Hive)
● Lower minimums + more control and flexible reporting
● Use “Link Out” campaigns to drive traffic to your site vs. Amazon

24. Thank You
Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing