the ecosystem of amazon ads by tony verre

#SMX #14b @TonyVerre

Or: How I Learned To Navigate Amazon Advertising

The Ecosystem of Amazon Ads


§  Owner Silver Arc Search Marketing §  Worked with Unilever, Kimberly-Clark,

ConAgra, Warner Brothers, and MARS eCommerce and eTailer search

§  Digital-Obsessed Search Geek §  Former Literary Teacher-Turned-SEO §  Marvel Comic Nerd §  Full-time Weekend Soccer Dad

Everything You Ever Wanted To Know


Choices, Choices


The Amazon Ad Ecosystem


Amazon Services

Amazon Product Ads


What Are Amazon Product Ads?

•  Self-service Ads •  Feed-based ad service (using XLS and Text Files) •  For any business that wants to drive consumers from

Amazon to Brand.com •  Keyword and category-targeted •  CPC-Based •  Managed through Seller Central •  You launch your campaign •  You have the ability to tweak campaigns on the fly •  You report against campaign based on Amazon-provided

metrics

TL;BT: Amazon Media Driving To Off-Site eCommerce Products


Amazon Product Ad Examples

Below The Fold – Product Detail Page

Mobile – Amazon App


Amazon Product Ad Examples

Navigation - Below Filters

Amazon Search Results

Amazon Product Detail Page


Feeding the Feed

4 Feed Options: •  Product Ads tab-delimited (.txt) file -

>100 products •  AMZ Feed Builder (online option) -

<100 products •  Yahoo! Store (catalog.xml) file •  Google Base tab-delimited (.txt) file

Product Ads are bid on and managed through Seller Central Account

Amazon Product Ads Tab File


Feeding the Feed Optimization Tips: •  Relevance is everything to Amazon;

make your products as relevant as possible to your consumer targets

•  Use the AMZ template for more specific targeting options

•  Select NodeID’s as precisely as you can –

there are over 19K NodeID’s to choose from

•  Do keyword research to select your 5 best

branded and unbranded terms that describe your product

Amazon Product Ads Tab File


Feeding the Feed Optimization Tips: •  If you have access, certainly use ARA

Premium data. If not, Amazon Predictive Search and Keyword Planner

•  Work unbranded terms into bullets for

relevance to consumers •  Link Macros to feed into 3rd Party

Reporting Sources


Amazon Managed Campaigns & Amazon Marketing Services

AMG & AMS


What Are AMG & AMS?

•  Group internal to Amazon •  Meet with AMG rep to build media

plan and pricing based on partnership level

•  % of SOV-based Ads •  Keyword and category-targeted •  Amazon builds display media based

on your creative •  Amazon launches, tracks, and

reports against campaign

•  Self-service Amazon ads •  You build media based on Amazon

ad guidelines •  Keyword and category-targeted •  CPC-Based •  You launch your campaign •  You report against campaign based

on Amazon-provided metrics

TL;BT: Media Driving To Products Already on Amazon


AMG – Amazon Managed Campaigns

•  Kindle Only •  Mobile Only •  Amazon Advertising Platform (AAP) –

includes mobile and 3rd Party site inventory

Three Main Channels To Target Amazon Advertising Platform

Mobile

Kindle AMG uses consumer behavior targeting based on Amazon Kindle, mobile app, and desktop purchase behaviors. Campaigns are optimized in “real time” by AMG algorithm. AMG is now able to track media placements to sales as of April 1, 2015.

Minimum spend level = $25,000/month for share of voice of category


AMG – Merchandising Placements Top AMG Placements


AMS – Amazon Self-Serve Campaigns

•  Amazon Desktop Users •  Amazon Mobile Users

Two Main Channels To Target

AMS is based on product category and keyword targeting. Unlike AMG, all the legwork is on the advertiser to build the most effective campaign possible: you target, you set up campaigns, you adjust bids as necessary.

Minimum spend level = $100/per campaign

Two Types of AMS Ads •  Product Display Ads (formerly eCommerce Ads) •  Headline Search Ads (formerly Sponsored Ads)


AMS – Headline Search Ad Optimization Tips: •  Like AdWords, create tightly focused

campaigns

•  No algorithm to govern; create efficient but strong bids

•  Leverage consumer keyword research (i.e. Google, ARA, and Amazon Predictive)

•  Create your own campaign keywords


AMS – Product Display Ad Interest-Based Targeting Interest-based targeting ads are shown to an audience of shoppers who share these interests

Product-Based Targeting Product targeting ads can appear when shoppers view your target or similar products

I Sell Bagged Popcorn


AMS – Product Display Ad Where It Can Be Displayed

Bottom of Search Results Category Page Product Detail Page


What Worked Best?


AMS. Hands Down. The Rundown:

•  1 year worth of data

•  Average spend across all the categories just over $1,100

•  Average CTR across all campaigns was 1.1%

•  Average ROI across the categories was 1567%

2178%

574%

1592% 1603%

408%

2650%

1965%

0.9%

0.8%

1.0% 1.1%

0.9%

2.0%

1.1%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

0%

500%

1000%

1500%

2000%

2500%

3000%

Baby Care Health & Personal Care

Health & Personal Care

Baby Care Feminine Care Incontinence Health & Personal Care

CTR

RO

I

Headline Search Ads - CTRs and ROIs

ROI CTR


The Rundown: •  6 months worth of data

•  Average spend across all the

categories just over $100

•  Average CTR across all campaigns was 0.01%

•  Average ROI across the categories was 336%

•  Learning: very high impression counts, not a lot of clicks; category and product dependent

AMS. Hands Down.

268%

-42%

77%

923%

454%

0.02%

0.01% 0.01%

0.02%

0.01%

0.00%

0.00%

0.00%

0.01%

0.01%

0.01%

0.01%

0.01%

0.02%

0.02%

0.02%

-200%

0%

200%

400%

600%

800%

1000%

Baby Category Health & Personal Care Incontinence Health & Personal Care Feminine Care

CTR

RO

I

Product Display Ads - CTRs and ROI

ROI CTR


THANK YOU!

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