Use Facebook and Programmatic Ads to Drive Sales on Amazon
1 like275 views
The document discusses the importance of integrating Facebook advertising with Amazon sales strategies, highlighting Amazon's control over a significant portion of online retail. It covers the basics of advertising on Amazon, including different ad types and the benefits of leveraging Amazon's marketplace. Additionally, it presents a case study on using Amazon DSP for programmatic ads, emphasizing successful tactics and cost-effectiveness in reaching new customers.
Use Facebook and Programmatic Ads to Drive Sales on Amazon
- 1. Use Facebook & Programmatic to Drive Sales on Amazon Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing
- 2. Agenda ● Why Amazon can't be ignored ● Amazon Basics ● Facebook + Amazon = Success ● Amazon DSP Strategies
- 3. Why Amazon Can’t Be Ignored Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing
- 4. 49.1%of ALL US online retail spend $176 Billion3rd Party Retail Sales 29.2 %YoY Growth
- 5. “The Amazon Effect” 43% of consumers expect “much faster” delivery times Fulfillment by Amazon can reach customers in 185 countries If you can’t beat’em, join them!
- 6. The Basics of Amazon Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing
- 7. The Basics of Amazon ● Should You Advertise on Amazon? ● Take advantage of what Amazon has done the work to cultivate: ○ Prime ○ Customer Trust ○ Returns ● Seller vs. Vendor Central ○ Does influence how one advertises and where. ○ Buy Box
- 8. Headline Ads ● Think a combination of Search, Shopping, & Display. ● Ads showing within the product search results.
- 9. Sponsored Product Ads ● Ads on product pages. ● Ability to cross sell, upsell, or show on competitors.
- 10. Facebook + Amazon = Success Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing
- 12. Straight to Amazon Ads What are these? ● Pretty self explanatory, send your traffic straight to Amazon from Facebook. Tips: ● Concentrate on your own products ● Call out Amazon in your ad copy.
- 13. Bonus Tip Optimize your Facebook campaign for Clicks. Let the Facebook algorithm find people that are most likely to find your product interesting.
- 14. Advantages ● Take advantage of the fact Amazon accounts for 43% of all online sales. ● Eliminate the need to maintain a separate e-commerce site. ● Amazon Benefits: ○ If you sell more products, you may rank better in Amazon search results. ○ More reviews ○ Potentially more sales organically
- 15. Disadvantages Remarketing ● Unable to remarket except through an Amazon channel ● Use video in your Amazon ads Conversion Tracking ● Affiliate tracking
- 16. Amazon DSP | Programmatic Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing
- 21. Case Study | Amazon DSP Programmatic Background: Looking to reach new customers with a CPA Target of $75 Strategy: Amazon DSP Programmatic Ads ○ Link-In (Amazon) + Link-Out (Website) ○ Leveraged Amazon’s first-party audience segments – targeting and optimizing to in-market and demographic segments Results: ○ Link-In (Amazon) = 57% Lower CPAs* ○ Link-Out (Website) = 53% Lower CPAs* *including click and view through conversions
- 22. Amazon DSP - Bonus Tip ** Bonus Tip ** Don’t have $35K a budget to start? Test Amazon DSP network with other programmatic providers (i.e. Mighty Hive) ● Lower minimums + more control and flexible reporting ● Use “Link Out” campaigns to drive traffic to your site vs. Amazon
- 24. Thank You Cassie Oumedian | Hanapin Marketing Mike Matta | Hanapin Marketing