Amazon Sponsored Products Strategy & Analysis. How Professional Sellers Should Be Leveraging Sponsored Products

Transcription

1 Amazon Sponsored Products Strategy & Analysis How Professional Sellers Should Be Leveraging Sponsored Products

2 We Turn Browsers Into Buyers Founded in 2007 Over +250 active retail clients Top 50 fastest growing companies in San Diego Official Google Shopping Partner Services Include Retail-focused Paid Search (PPC) Google Shopping Management Shopping Channel Management Amazon Sales Acceleration Visit CPCStrategy.com

3 Webinar Housekeeping Logistics Speakers Stay Tuned For Webinar Recording Q&A Following The Presentation Pat Petriello Head of Marketplace Strategy CPC Strategy Submit Questions In The Chat Box To The Right

4 Amazon Marketplace Expert Pat Petriello Head of Marketplace Strategy Lead architect for CPC Strategy s Amazon Sales Acceleration Program (ASAP) Former Account Manager on Amazon s Seller Services Team Second seller in Amazon history to participate in Amazon s Brand Registry Program (GCID) Built out and managed a catalog of over a 250,000 SKUs as a professional Amazon seller Solely engineered & directed million dollar revenue stream on Amazon Managed premium online retailer businesses both on and off Amazon (e.g. Jazzercise) Exclusive invitee for Amazon Sponsored Products Program

5 Course Overview Amazon Sponsored Products Overview Settings Goals for Sponsored Products Implementation Evaluating Which Products to Run Sponsored Products Ads For Automatic vs. Manual Targeting: How to Leverage Both Simultaneously Why Sponsored Products Presents a Huge Opportunity for Sellers CPC Strategy s Observations and Predictions for the Program

6 Sponsored Products Overview

7 Amazon s Investment in Sponsored Products Aggressive SERP and detail page placements Innovating with the addition of automatic targeting & the revamped Campaign Manager

8 CPC Strategy s Approach to Success on the Marketplace

9 Sponsored Products Strategy What role does Sponsored Products play in a seller s overall Marketplace Strategy? Acceleration program for newer or low-exposure ASINs Discoverability lever for your top Buy Box offers Incremental revenue driver

10 Setting Goals for Sponsored Products Implementation Which goals can Sponsored Products address? Defined COS Volume

11 Product Selection for Sponsored Products Which ASINs can you run Sponsored Products ads for? Which ASINs should you run Sponsored Products ads for?

12 Product Selection for Sponsored Products Product selection for sellers with large catalogs becomes more difficult (1000+)

13 Automatic vs. Manual Targeting Automatic targeting: ads are surfaced by the relevancy of the shopper query to seller s product content Manual targeting: ads are surfaced by the relevancy of the shopper query to seller s chosen keyword targets

14 How CPC Strategy Leverages Automatic & Manual Campaigns Step 1. Product Content Evaluation Foundational for automatic campaigns Consider your influence on the detail page Step 2. Automatic Campaign Implementation Give every product a chance to yield performance data Focus on data harvesting

15 How CPC Strategy Leverages Automatic & Manual Campaigns Step 3. Manual Campaign Creation Bottom-of-the-funnel keyword targets Use search term and performance data from automatic campaigns Focus on building-out campaign architecture Step 4. Bid Refinements Start with low bids for automatic campaigns More aggressive bids for manual campaigns Leverage the keyword bid report to inform bid changes

16 Other Strategies to Consider Fulfillment-Based Approach Segment based on fulfillment method Alpha ASIN Focus Zone-in on individual top-performers SERP Enhancement Focus Overcome performance inertia

17 Why Sponsored Products Presents a Huge Opportunity for Sellers Powerful lever to increase product discoverability Unveiling of Amazon s search query data Product content optimization

18 CPC Strategy Observations & Predictions Still in the Early Adopter phase Performance variance More aggressive ad placements Inevitable increase in competition Growing sophistication of the Amazon Marketplace

19 Questions for Pat? Submit your questions in the chat box on the right Maximize Your Revenue on the Amazon Marketplace