Boost Your Digital Shelf Visibility with Sponsored Products
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The document outlines a webinar focused on enhancing visibility in Amazon's digital shelf through sponsored products campaigns, featuring various strategies and updates. It discusses the significance of product attribute targeting and enhanced auto targeting for advertisers to optimize their Amazon advertising efforts. Key speakers include experts from CPC Strategy and Numerator, providing insights on industry trends and tactics for managing competition.
Boost Your Digital Shelf Visibility with Sponsored Products
- 1. Amazon’s Endless Aisle & Digital Shelf Revolution
- 2. Amazon’s Endless Aisle + Digital Shelf Revolution CPC STRATEGY PRESENTS: BOOST YOUR DIGITAL SHELF VISIBILITY WITH SPONSORED PRODUCTS CAMPAIGNS NUMERATOR PRESENTS: WHY CPG COMPANIES NEED TO MANAGE THE AMAZON DIGITAL SHELF 9 - 9:45 am PT 10 - 10:45 am PT 11 - 11:45 am PT SALSIFY PRESENTS: 2019 TREND ANALYSIS: WHAT LEADING BRANDS DO TO WIN MARKET SHARE
- 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Question! Analicia Santaella Webinar Coordinator
- 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. Today’s Speakers Evan Walsh Marketplace Channel Analyst Pat Petriello Head of Marketplace Strategy
- 6. Boost Your Digital Shelf Visibility with Sponsored Products Campaigns
- 7. ● Amazon’s Endless Aisle as It Stands Today ● Updates in Sponsored Products ● Product Attributes Targeting ● Enhanced Auto Targeting ● Campaign Portfolio Today’s Agenda SPONSORED PRODUCTS
- 8. POLL Were you aware Product Attribute Targeting and Enhanced Auto-Targeting were released?
- 9. Taking a Closer Look at Amazon’s Endless Aisle
- 10. Amazon lists over 563 million products and counting Scrapehero 70% of Amazon customers don’t click past the first page of search results Amazon Advertising 90% of Amazon shoppers ‘don’t notice ads’ or find them ‘useful & relevant’ CPC Strategy
- 11. How do we Get Shoppers to Find our Products? ● Brands are spending more ad dollars on Amazon advertising than ever before to keep up with increased competition ● Brands are willing to spend on ads because they see a strong return on incremental investments in Sponsored Products ● Winning Sponsored Products auctions are more important than ever
- 12. In search of new ways to stay ahead of your competitors in 2019? Learn to take advantage of Sponsored Product updates
- 14. What is Product Attributes Targeting (PAT)? Built off Sponsored Product Campaigns, PAT enables advertisers to target audience with: 1. ASINs 2. Amazon Categories with fine-tuning options of: i. Price Range ii. Brands iii. Review Rating Amazon Advertising
- 15. Where to Find PAT
- 16. How to Use Product Attributes Targeting The most effective ways to adopt PAT: ● Bulk Operations 1. Create the new PAT campaign/ad group via UI’s campaign builder 2. Download the new campaign/ad group to the bulksheet to collect their PAT IDs 3. Use bulksheet copy and paste function to create additional PAT 4. Refine price and rating range in settings as part of PAT record ● Programmatic Technology, like CAPx
- 17. Reviewing PAT Performance ● View campaign manager to monitor impressions and clicks to your ad ● You can modify the targeting to meet your business goals ● You can see which products your ad converted on in the Search Term Report ○ As of now you can see the category you’re targeting and the ASIN that the category picked up * “ASIN” will populate with a real ASIN
- 18. Strategies to Get you Started What you already know: ● Which categories, brands, products & keywords to target What’s next: ● Pro-tip: download search term reports to see which of your ASINs converted ● Offensive strategy: ○ Placement = competitor’s listings ○ Advertise = your brand’s version ● Defensive strategy: ○ Placement = your product listings ○ Advertise = similar product (sets, different size)
- 20. What is Enhanced Auto Targeting (EAT)? Auto-targeting updates: ● Auto-targeting will continue to automatically target your ads based on keyword and products ● Now you can adjust targeting options to meet your performance needs
- 21. What are the Available Targeting Options? EAT enables advertisers to opt in/out of four auto targeting strategies within campaign manager (need at least one to activate): 1. Close match: search terms closely related to the product description 2. Loose match: search terms broadly related to the product description 3. Substitutes: shoppers looking for products which could be substituted by the advertised product 4. Complements: shoppers looking for products which are associated with the advertised product
- 22. Where do Each of These Options Appear? Loose & Close Match Substitutes & Compliments
- 23. Reviewing Auto Enhanced Targeting Performance
- 24. Testing the New Sponsored Products Functionality In the home space: ● 2 campaigns with equal bids on each of the 4 targeting options ● Substitutes has seen the most traffic so far In the office space: ● 6 campaigns ● Loose match has the most impressions on 3 ● Close match on 2 ● Substitutes on 1
- 25. “Create a Portfolio” Functionality
- 26. New ‘Create a Portfolio’ Functionality Budget: ● Multiple campaigns can draw from the same designated budget amount over a specified duration
- 27. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Advertising Strategy Evaluation
- 28. Q & A Evan Walsh Marketplace Channel Analyst Pat Petriello Head of Marketplace Strategy
- 29. Amazon’s Endless Aisle + Digital Shelf Revolution CPC STRATEGY PRESENTS: BOOST YOUR DIGITAL SHELF VISIBILITY WITH SPONSORED PRODUCTS CAMPAIGNS NUMERATOR PRESENTS: WHY CPG COMPANIES NEED TO MANAGE THE AMAZON DIGITAL SHELF 9 - 9:45 am PT 10 - 10:45 am PT 11 - 11:45 am PT SALSIFY PRESENTS: 2019 TREND ANALYSIS: WHAT LEADING BRANDS DO TO WIN MARKET SHARE Please hold for our next presentation starting at 10am PT / 1pm ET