amazon marketing services
TRANSCRIPT
How to Generate a Higher ROI with Amazon Marketing Services
A m a z o n V e n d o r C o u r s e
Logistics
Session Recording Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
More Resources In the Handouts Section to the
Right
T O D AY ’ S S P E A K E R S
David CooleyMarketplace Channel AnalystCPC Strategy
Jeff ColemanDirector, Account ManagementCPC Strategy
OVERVIEW
•Founded in 2007
•Recognized as an Official Google Shopping Partner
•300+ Active Retail Clients
•Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
Poll For The Audience…Are you currently utilizing Amazon Marketing Services?
A. Yes, consistently
B. Yes, but not to its full potential
C. No, I need to learn more about AMS
D. Not utilizing AMS at all
David CooleyMarketplace Channel Analyst
Head of AMS Program Development at CPC Strategy Senior Amazon Analyst for both Vendor & 3P Sellers Head of AMS Education Program at CPC Leader in AMS Strategy Meetings
Course Overview
• What is Amazon Marketing Services – “The Basics”
• Ad Placement within the Amazon SERP
• Leveraging Headline Search Ads to Increase Visibility
• Utilizing Product Display Ads to Target Competitors
• Sponsored Products Through AMS
• Q&A
What is Amazon Marketing Services – “The Basics”
Definition:
“AMS is an advertising solution primarily for Vendors, and select 3P Sellers to enhance their brand discoverability and drive demand for their products sold on Amazon.com through three different types of Ad placements”
Depending on the Campaign type, AMS allows a user to control everything from which Keywords to bid on, which ASINs to target and advertise against, ad copy and content for ads, and even customization of Amazon Brand Pages
What is Amazon Marketing Services – “The Basics”
Headline Search Location
*Appear above all organic search results at the top of the SERP, below the search bar.
Product Display Location
*Appear in the bottom right corner of a product detail page below the Buy Box.
Sponsored Products Location
*Appears on the right rail on the side of the SERP.
Sponsored Products Location
*Appears occasionally at the top of the SERP above all organic rankings BUT BELOW any Headline Search Ad.
Sponsored Products Location
*Appears at bottom of SERP below organic search results.
Purchase Funnel
Leveraging Headline Search Ads to Increase Visibility
Ad PlacementTop of the SERP above all organic search results and above the fold
TargetingKeywords (2 different types)
• Suggested Keywords Keywords suggested by Amazon based on popular search queries that are relevant to the products within your brand
• Your Own KeywordsKeywords you enter on your own
Seller Availability• Vendors
Purchase Funnel• Top of the Funnel
Leveraging Headline Search Ads to Increase Visibility
Traffic Destination
Custom URL• A custom landing page created by entering 3 or more ASINs in the Amazon
search bar, separated by a “ | ” symbol• Take the URL from the search results and copy/paste it in the appropriate
location when creating your AMS ad
Best Selling Products Page• A landing page featuring your brand’s best-selling products
AMS Brand Page• Brand page allows customizable features such as a Hero Image, Hero
Product, a Selection of Best Sellers, a Text Box• Most popular landing page because a seller can showcase their entire
catalog
Headline Search Pages
Creating A Custom URL
Copy / Paste URL
Utilizing Product Display Ads to Target Competitors
Ad PlacementBottom right corner of a product detail page, below the Buy Box and Other Sellers
Targeting (2 different types)
• Product TargetingShow on detail pages of products you are specifically targeting
• Interest BasedShow up on detail pages of products for customers who share the interests you select
Seller Availability• Vendors
Purchase Funnel• Bottom of Funnel
Traffic Destination• Product Detail Pages
Product Display Targeting
Product Targeting
Interest-Based Targeting
Sponsored Products Through AMS
Ad PlacementRight Rail on the right side of the SERP, at the bottom of the SERP below all organic results, and occasionally near the top of the SERP above all organic results
Targeting (2 types)• Automatic - Content Driven
Available only for 3P Sellers
• Manual - Keyword Driven Available to 3P Sellers and Vendors
Seller Availability • Vendors and 3P Seller
Traffic Destination• Product Detail Page
Sponsored Products Suggested Keywords
Sponsored Products Own Keywords
Headline Search• Amazon Brand Page• Custom URL
Product Display• Product Targeting
Sponsored Products• Advertise Top Selling Products
Where To Start?
Questions for David?Submit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
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David CooleyMarketplace Channel Analyst