2018 amazon virtual summit day 1
TRANSCRIPT
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Copyright 2017 - Q4 Amazon Virtual Summit
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The 2018 Amazon Virtual Summit
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Day 1Do You Know How To Win On Amazon’s Sponsored Products?
Day 2How To Set Your 2018 Goals & Smash Them
Day 3Secrets To A Lean Amazon Supply Chain
Amazon Virtual Summit Details
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● Session Recording + Slides Will Be Sent Out
● Submit Questions to Our Panelists
Today’s Logistics
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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
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Solutions
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Pat PetrielloHead of Marketplace Strategy
Stuart DooleyMarketplace Channel Analyst
Today’s Speakers
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Today’s Agenda
● Understanding Amazon’s Advertising Auction
● Setting The Right Goals & Campaign Structure
● Keyword Harvesting
● Bidding Efficiently Based On Your Goals
● Reporting On Your Advertising Campaigns
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Copyright 2017 - Q4 Amazon Virtual Summit
UPDATE: Custom Landing Pages for HSAs
What happened?
● If your HSA has a custom
page, the results now include
bullet points for each item
● Change occurred
automatically on existing
campaigns
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Understanding Amazon’s Advertising Auction
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Understanding Amazon’s Advertising Auction
Screenshot 2Screenshot 1
Factors Amazon themselves have stated to compete & win for SP auctions
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Understanding Amazon’s Advertising Auction
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Setting The Right Goals & Campaign Structure
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Setting The Right Goals
● You can grow volume quickly by maximizing exposure & impressions through aggressive bidding, but you're going to sacrifice efficiency (higher ACOS).
Goal #1: Volume + Speed
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Setting The Right Goals
● You can increase efficiency (reduce ACOS) quickly by cutting out wasted spend which entails cutting bids on inefficient keywords & pausing poor keywords altogether.
Goal #2: Efficiency + Speed
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Setting The Right Goals
● You can increase both volume & efficiency in any advertising campaign, but not on day 1.
Goal #3: Volume + Efficiency
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Recommended Campaign Structure
SPONSORED PRODUCT CAMPAIGN SET-UP
AD GROUPSCAMPAIGN NEGATIVE
KEYWORDS
KEYWORD MATCH TYPE
BROAD PHRASE EXACT
AUTO TARGETING CAMPAIGN
MANUAL TARGETING CAMPAIGN &
SINGLE ASIN
← Profitable Keywords
MATCH TYPE NEGATIVE KEYWORDS
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Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Keyword Harvesting
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Importance of Keyword Harvesting
● Bidding on the right keywords can improve your product catalog visibility and maximize longtail conversions.
● Harvesting the correct keywords allow you to close the gap between consumers’ search intent and product discoverability.
Different ways to harvest keywords
● Search Terms Report
● Automatic vs Manual Campaigns
● Reviews
● 3rd party keyword harvesting software
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Keyword Harvesting - Automatic vs ManualManualAutomatic
● Give All Your Products a Chance to Perform● Data Harvesting● Actions are driven by your company’s goals
● Goals Will Determine Ad Group Differentiation ● Sellers can add up to 1,000 keywords per Ad
Group
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STACK TEXT ROW 1STACK TEXT ROW 2Bidding Efficiently Based On Your Goals
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Bidding Efficiently Based On Your Goals
- Initial Bidding Strategy- Be aggressive within limitations- Always use protection (budgets)- Timid bidding leads to a lack of data driven
decisions
- Bid Adjustments- Always keep your goals in mind- Progress towards goals will affect bidding
strategies
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Reporting On Your Advertising Campaigns
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Copyright 2017 - Q4 Amazon Virtual Summit
Reporting on Advertising Campaigns
Important Metrics To Look At:
Search Terms Report
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Search Term Report Campaign Performance Report
● Harvesting real Customer Search Terms vs
Your Keyword
● Harvest on a 14 Day Cycle
● Depending upon Campaign Structure can
link products to new keywords
● Shows performance of Keywords by SKU
● Very useful if Campaign Structure is messy
● Granularity by SKU
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BONUS: Comparing Attribution For SP vs HSA in SC
Sponsored Products Attribution Window Headline Search Ads Attribution Window
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Today’s Recap
BONUS:Live Q&A w/ our Amazon Experts
● Understanding Amazon’s Advertising Auction
● Setting The Right Goals & Campaign Structure
● Keyword Harvesting
● Bidding Efficiently Based On Your Goals
● Reporting On Your Advertising Campaigns
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Schedule Your 1-1Amazon Strategy Evaluation
CPC Strategy’s Amazon Strategy Evaluation is a 60-minute analysis and assessment of your
Amazon Seller Central account, advertising programs, product order volume, and profitability
metrics.
What Now?
SCHEDULE MY EVALUATION
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Pat PetrielloHead of Marketplace Strategy
Questions for Today’s Speaker(s)?
Stuart DooleyMarketplace Channel Analyst