2018 Amazon Virtual Summit Day 1
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The document outlines key sessions from the 2018 Amazon Virtual Summit, focusing on strategies for winning with Amazon's sponsored products, setting impactful goals, and efficient bidding techniques. It highlights the importance of understanding the advertising auction, effective keyword harvesting, and provides guidance on campaign structure and reporting metrics. Attendees are encouraged to evaluate their Amazon strategy through a 60-minute analysis session offered at the summit.
2018 Amazon Virtual Summit Day 1
- 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 The 2018 Amazon Virtual Summit
- 2. Day 1 Do You Know How To Win On Amazon’s Sponsored Products? Day 2 How To Set Your 2018 Goals & Smash Them Day 3 Secrets To A Lean Amazon Supply Chain Amazon Virtual Summit Details
- 3. ● Session Recording + Slides Will Be Sent Out ● Submit Questions to Our Panelists Today’s Logistics
- 4. 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
- 5. Solutions
- 6. Pat Petriello Head of Marketplace Strategy Stuart Dooley Marketplace Channel Analyst Today’s Speakers
- 7. 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
- 8. Copyright 2017 - Q4 Amazon Virtual Summit 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
- 9. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Understanding Amazon’s Advertising Auction
- 10. Understanding Amazon’s Advertising Auction Screenshot 2Screenshot 1 Factors Amazon themselves have stated to compete & win for SP auctions
- 11. Understanding Amazon’s Advertising Auction
- 12. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Setting The Right Goals & Campaign Structure
- 13. 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
- 14. Setting The Right Goals ● 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
- 15. Setting The Right Goals ● You can increase both volume & efficiency in any advertising campaign, but not on day 1. Goal #3: Volume + Efficiency
- 16. Recommended Campaign Structure SPONSORED PRODUCT CAMPAIGN SET-UP AD GROUPS CAMPAIGN NEGATIVE KEYWORDS KEYWORD MATCH TYPE BROAD PHRASE EXACT AUTO TARGETING CAMPAIGN MANUAL TARGETING CAMPAIGN & SINGLE ASIN ← Profitable Keywords MATCH TYPE NEGATIVE KEYWORDS
- 17. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Keyword Harvesting
- 18. 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
- 19. Keyword Harvesting - Automatic vs Manual ManualAutomatic ● 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
- 20. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Bidding Efficiently Based On Your Goals
- 21. 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
- 22. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Reporting On Your Advertising Campaigns
- 23. Copyright 2017 - Q4 Amazon Virtual Summit Reporting on Advertising Campaigns Important Metrics To Look At: Search Terms Report
- 24. 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
- 25. BONUS: Comparing Attribution For SP vs HSA in SC Sponsored Products Attribution Window Headline Search Ads Attribution Window
- 26. 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
- 27. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon 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
- 28. Pat Petriello Head of Marketplace Strategy Questions for Today’s Speaker(s)? Stuart Dooley Marketplace Channel Analyst