2018 amazon virtual summit day 1

Copyright 2017 - Q4 Amazon Virtual Summit

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The 2018 Amazon Virtual Summit

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

● Session Recording + Slides Will Be Sent Out

● Submit Questions to Our Panelists

Today’s Logistics

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

Solutions

Pat PetrielloHead of Marketplace Strategy

Stuart DooleyMarketplace Channel Analyst

Today’s Speakers

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


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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Factors Amazon themselves have stated to compete & win for SP auctions


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Setting The Right Goals & Campaign Structure

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


● 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


● You can increase both volume & efficiency in any advertising campaign, but not on day 1.

Goal #3: Volume + Efficiency

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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STACK TEXT ROW 1STACK TEXT ROW 2Keyword Harvesting

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

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

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


Reporting on Advertising Campaigns

Important Metrics To Look At:

Search Terms Report

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

BONUS: Comparing Attribution For SP vs HSA in SC

Sponsored Products Attribution Window Headline Search Ads Attribution Window

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

Pat PetrielloHead of Marketplace Strategy

Questions for Today’s Speaker(s)?

Stuart DooleyMarketplace Channel Analyst