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Education Event: Amazon
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Welcome!
- Introductions
- Structure
- Rules
○ Share & Learn ○ Ask questions ○ Network ○ Have fun!
Education Event: Amazon Welcome! Introductions Structure Rules - - PowerPoint PPT Presentation
Education Event: Amazon Welcome! Introductions Structure Rules - - PowerPoint PPT Presentation
+ Education Event: Amazon Welcome! Introductions Structure Rules Share & Learn Ask questions Network Have fun! How GDC is Winning on Amazon Despite Feeling Like This Most Days Its Totally Worth It! PROTECT
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How GDC is Winning on Amazon
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Despite Feeling Like This Most Days…It’s Totally Worth It!
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PROTECT
No One Cares About Your Brand as Much as You Do, So Protect It.
- Seller Central (or hybrid model)
- Brand Registry 2.0
- Own the Buy Box
- Reseller Enforcement
- Distribution Management
- Managing & Driving Reviews
- Advertising – Protect Your Brand Space
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OPTIMIZE
- Enhanced Brand Content
- Compelling Content & Video
- Coupons & Promotions to Drive
Trial
- Drive Up Organic Rank for
Relevant Keywords
- Social Ads Driving to Amazon
- Super URLs
- Companies like Viral Launch
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ADVERTISE
- 100% Necessary to Survive (or Grow) on
Amazon
- Best ROI in Digital Advertising
- Identify Your ROI metrics:
- Sales Growth, ACoS, Clicks, Views
- Get that Buy Box: Can’t Advertise Without
It!
- Growth Strategy: 65% of Our Current
Sales from Ads
- Sponsored Product Ads (Manual & Auto)
- Headline Search Ads
- Competitive Product Ads
- Test, Learn, Pivot, Repeat
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Buy Box 19% Product OOS Issues
WORTH IT!
GDC 14-Month Sales Growth
Buy Box 73%
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amazon advertising 101
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- why all the hype?
- ad units on amazon
- why advertise on amazon?
- perational marketing
- amazon advertising strategy
- benchmarks for amazon
agenda
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why all the hype?
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Google Facebook Amazon Oath
Source: Marketing Land, Amazon now 3rd-biggest digital ad seller in US 13
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22x higher conversion 49% of US ecomm spending 5% of US retail spending 26% of in-store shoppers
Source: Digital Commerce 360, Amazon Prime members convert 74% of the time Techcrunch, Amazon’s share of the US e-commerce market is now 49%, or 5% of all retail spend Chain Store Age, Study: Amazon influences how shoppers research merchandise online 14
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ad units on amazon
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why advertise on amazon?
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Real Estate Robbery Ranking
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- perational marketing
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Operational Marketing is the practice of maximizing the opportunity of a platform like Amazon by leveraging proven e-commerce strategies, product data, customer insights and operational excellence. - Marketplace Ignition
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- Amazon is a Marketplace
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Must win Buy Box to be effective
- Amazon is a Search Engine
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One A9 Algorithm to rule them all
- Amazon is an Unassisted Sales Floor
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Can you convert a new customer?
- Amazon is a Brand Builder (and
Breaker)
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Win the crowd, and you will win your freedom
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- Client: Natural Supplements Company
- Challenges: Resellers, Price Integrity, Buy Box Capture, Advertising Struggles, Poor
Listing Quality, Stagnant Sales
case study
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amazon advertising strategy
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Growth or Gain?
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Objective-based Campaign Structure
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Core:
Discovery (Auto) Research (Manual) Profit (Manual)
Strategic:
Head Terms Conquesting Promotional/Seasonal
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Optimization
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Continuous:
Keyword Expansion Keyword Negations Keyword Migrations Bid Adjustments
Strategic:
Bid Modifiers Budget Allocation Cross-Targeting
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benchmarks for amazon
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questions?
sam.hager@dashapplications.com todd.vanderstelt@dashapplications.com
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Jen Krupey, CEO jen@natchcom.com
Thank You.
natchcom.com Insta: @_natchcom Twitter: @NatchCom Facebook: /NatchCom