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

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 SpeakersRick BackusCEO CPC Strategy

Pat PetrielloSenior Marketplace StrategistCPC Strategy

Above The Fold Ads Only

Ad

Ad

Ad

Ad

Ad

Sponsored Products Winning Bids by Category

Sponsored Products Winning Bids by Category

Are you currently leveraging Amazon Sponsored Products?

Poll For The Audience

A. Yes, absolutely

B. No, not yet

•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 AccelerationCPC STRATEGY HAS BEEN FEATURED ON

DELIVERING LASTING RESULTS FOR OUR CLIENTS

VISIT CPCSTRATEGY.COM

Pat PetrielloSenior 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

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

Evolution of the Amazon Marketplace

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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

The Impact of Sponsored Products on Amazon

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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?

Sponsored Products Automatic Campaign Structure – Phase I

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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

Sponsored Products Automatic Campaign Structure – Phase II

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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?

Sponsored Products Manual Campaign Structure – Phase I

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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

Sponsored Products Manual Campaign Structure – Phase II

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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

Sponsored Products Keys For The Holiday Selling Season

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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

Tactical Shifts For The Holiday Selling Season

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Get prepared now

Get more granular

Create more segmentation among ad groups and campaigns

Increase your budgets

Get aggressive

A Comprehensive Strategy for Amazon SP Success

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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

Evaluate Your Amazon Strategy

Questions for Pat or Rick?Submit your questions in the chat box on the right

CPCStrategy.com

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