An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources
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The document outlines a two-day summit focused on retail and Amazon strategies for driving sales, featuring sessions on funnel conversion, influencer marketing, and catalog management. It emphasizes the importance of leveraging external traffic from platforms like Google to boost Amazon sales, using micro-influencers for brand growth, and automating review processes. Key takeaways include utilizing external channels for customer acquisition, enhancing review strategies, and maximizing the impact of influencer campaigns.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources
- 1. Retail Success Through Every Part of the Funnel THE COMMERCE SUMMIT
- 2. Session 1 10am PT | 1pm ET Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1 Session 2 10:35am PT | 1:35pm ET Finding The New Top of Funnel: Riding The Third Wave Session 3 11:10am PT | 2:10pm ET Finding The New Top of Funnel: In-Store Physical Retail Media Session 4 11:45am PT | 2:45pm ET Driving Middle Funnel with Consideration: How to take Advantage of the Newest in Shoppable and Display Session 5 10am PT | 1pm ET Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023 Sales Session 6 10:35am PT | 1:35pm ET AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023 Session 7 11:10am PT | 2:10pm ET How to Master Omnichannel Display and Video for Amazon Session 8 11:45am PT | 2:45pm ET An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources DAY 1: RETAIL Wednesday, February 15, 2023 DAY 2: AMAZON Wednesday, February 22, 2023
- 3. An Amazon Sellers Guide to Operational Success Driving Traffic from External Sources
- 4. Today’s Logistics Katherine Bishop Marketing Coordinator Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 5. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 6. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 7. Our Speakers PHIL STOLT SVP, Retail Operations COLLEEN QUATTLEBAUM Director of Marketing WILLIAM GASNER Co-Founder & CMO TYLER GREGG VP Strategic Initiatives
- 8. FBA inventory management Amazon reviews and feedback
- 10. Google Ads to Amazon with Full Attribution Advertise your products where your customers are searching for them.
- 11. Agenda ● Pillars to Success ● Pushing Google Traffic to Amazon ● Micro-Influencers for Amazon growth ● Reviews and Feedback ● Key Takeaways ● Q&A 11
- 12. Of these tools, which have you used most to improve your success on amazon? ● Pushing Google Traffic to Amazon ● Utilizing influencer marketing to increase traffic ● Automating and increasing my reviews ● Something else - tell us in the chat! POLL
- 13. Pillars to Amazon Success 13 Building a Strong Foundation
- 14. Pillars to Amazon Success 14 Advertising & Marketing Content & Creative Technology Commerce Strategy Operations End-to-end channel management
- 15. Best Practices For Managing Your Amazon Catalog ● Focus on advertising and PPC before the foundation has been built ● Brand oriented content vs Amazon optimized content ● Budget not allocated to improving content on Amazon Catalog management is foundational - we think of it as the X’s and O’s before higher level strategy can even begin! Common Issues We See with Amazon Catalogs
- 16. 16 Best Practices For Managing Your Amazon Catalog Number of Images Fill all the Space White Background Include Copy Enhanced & Lifestyle Images Include Zoom in Images & Charts (comparison, sizing) Title Number of Characters 150 characters or longer Conduct Keyword Research Include Brand Name Bullet Points Keyword Indexed At least 5 bullet points Conduct Keyword Research Include Core Differentiators ABC/A+ Below the Fold Include Comparison Charts Ensure You Have Unique Info Highlight Brand Assortment Reviews Q&A + Comments Aim for 4.3 Star or Above Demonstrate Social Proof: At least 30 Reviews Monitor & Respond to Comments 1 2 3 4 5
- 17. Why Pushing Google Traffic to Amazon is Important 17 Building a Strong Foundation
- 18. Why you should be leveraging Google Ads to Amazon Increase Revenue Google’s 9 billion daily searches drive new customers to your product listings. 30% of Amazon sales come from Google Non-Amazon search accelerates your business by activating a net new marketing channel to attract customers to your Amazon listings. Beat Competition Google search is a heavily underutilized marketing channel that many sellers haven’t leveraged Increase Profit Amazon’s Brand Referral Bonus gives sellers the opportunity to reclaim revenue automatically Improve Rank External traffic increases Amazon search rankings and boosts total traffic beyond just your paid ads
- 19. 19 1. Effectively send Google traffic from your own managed Google Ads campaigns not related to Amazon keywords, directly to your DTC website. Brands can use Google Ads for a DTC strategy: 2. Effectively send Google traffic from your Ampd Google Ads campaigns, with 'Amazon' buying intent, directly to your Amazon product listings and storefront pages. AND use Google Ads to Amazon as a strategy: 00 Marketplace Search CUSTOMERS Omnichannel marketing with Google to Amazon
- 20. Run campaigns to Amazon through a 2nd Google account ● Own the first two spots on Google ● Push competitors off of SERP ● Replace or push down Amazon’s placement that go to Search Result page ● Higher conversion rates on Amazon for non branded keywords *Ads shown throughout this deck are used purely as an example.
- 21. Amazon customers ● Some customers want to buy your products on Amazon, so send them to Amazon ● Replace Amazon’s generic results that go to Search Result pages ● Control brand voice ● Control post Click Experience This customer asked Google to go to Amazon, but this Brand put their D2C ad leading to a poor buying experience, higher CPCs, higher bounce rates. *Ads shown throughout this deck are used purely as an example.
- 22. Expertise and technology is needed to drive effectiveness Scaled Attribution Tracks all ASIN variations to track all post click sales on Amazon Keyword Conversion Highlights which keywords are converting to double down on the correct areas, based on data BRB Automation Applies attribution to your Google Ads campaign and earn money with 1-click Advanced Analytics Drives performance and perfectly marries Google and Amazon data together.
- 23. Keyword-level control is crucial to driving performance
- 24. Google Ads to Amazon - case study *Ads shown throughout this deck are used purely as an example. The Backstory A fitness Brand was sending Google traffic to their D2C website. They decided to test Ampd’s Google to Amazon technology so see the impact on revenue and ranking on Amazon. The Results The brand quickly experienced an increase in conversions, conversion rates, and revenue as well as a large lift in organic sales and ranking.
- 25. Case study: the data *Ads shown throughout this deck are used purely as an example. Keyword CPCs to D2C: $4.76. Same keywords CPCs to Amazon: $0.81 Click Through Rate (CTR) to D2C: 1.84% Click Through Rate (CTR) to Amazon: 36.86% Search Impression Share (absolute top) to D2C: 57.20% Search Impression Share (absolute top) to Amazon: 92.40% The cheaper CPCs led to this brand being able to: - Target more related keywords - Expand its overall reach on Google - Drive significantly more revenue, without spending more
- 26. How Micro-Influencers can take your Amazon Growth to the Next Level 26 Driving external traffic and strengthening brands
- 27. Why Influencer Marketing? Influencer marketing is one of the best ways to push organic external traffic to your Amazon listings, increase awareness, build UGC assets, and generate long-term promotional partners.
- 28. Benefits Of Micro-Influencers Micro-Influencers or social media users with less than 25K followers are more trusting, produce higher engagement / ROI, are cheaper, and are a less interruptive form of advertising.
- 29. Importance Of External Traffic Driving external traffic is more important than ever to compete on the Amazon marketplace and stay ahead. Influencer collaboration sales are one of the most powerful forms of external traffic.
- 30. Building Your Amazon Brand Influencer campaigns are one of the best ways to build your brand, generating UGC that can be used to increase ROAs, growing your Amazon Posts, and getting featured in the new Inspire App.
- 31. Long-Term Influencer Relationships Creating long-term relationships with influencers provides the best ROI by leveraging affiliate programs, developing brand ambassadors incentives, and doing cross-promotion collaborations.
- 32. How To Run Micro-Influencer Campaigns The challenge with Micro-Influencer promotions is you need scale to be effective. There are pros / cons to running campaigns in-house, with an agency partner, or utilizing an influencer platform.
- 33. Launching And Scaling Your Products Influencer campaigns are a great strategy for new product launches to drive external traffic during the honeymoon period and for existing listings to incrementally boost sales and scale up MoM revenue. Honeymoon Product Launch Campaign 6 Month Always On Campaign 7X growth from 400 to 3,000 monthly sales 0 to 200 MoM sales in 2 months
- 36. Product Review Strategies ● Stay compliant with Amazon’s communication and review policies ● Enroll in Amazon Vine ● Utilize product inserts ● Request reviews on every relevant order ● Exclude at-risk orders: refunds, late shipments, defective SKUs ● Timing of review requests is key: By product category, SKU, seasonal items, holiday/gift giving time, etc. ● Automate your review request strategy
- 37. What is the BEST Way to Request Reviews? Buyer Seller Messaging vs. the Request a Review button in Seller Central In a random sample of over 1200 FeedbackFive users, average daily reviews increased 41% within 10 days of automating the Amazon Review a Review button.
- 38. A/B Test Your Review Requests Compare results to see what works best ● Choose what to test ○ subject line ○ message content ○ timing ○ Buyer-Seller Messaging vs. Amazon Request a Review ● Set up the test ○ orders ending in odd numbers get version a ○ orders ending in even numbers get version b ○ FeedbackFive makes it easy! ● Measure performance ○ Give it ~30 days or until you have conclusive results ● Switch to the winning campaign
- 39. Key Takeaways 1. Driving customers off Google onto Amazon is a net new way to attract customers to your listings or brand page. 2. Automate your review and feedback loop to improve response rate and heighten visibility. 3. Influencer marketing is one of the most effective ways to push organic external traffic to your Amazon listings and brand store.
- 40. Schedule Your Consultation with an Amazon Expert
- 41. Q&A COLLEEN QUATTLEBAUM Director of Marketing PHIL STOLT SVP, Retail Operations WILLIAM GASNER Co-Founder & CMO TYLER GREGG VP Strategic Initiatives
- 42. 42 Stay informed on the future of digital marketing Visit our content hub ➜
- 43. Thank you!