Insider Tips to Crushing It on Amazon: Strategies, Tactics and Analytics to Unlock the Code. Danny Silverman. Melissa Burdick

Transcription

1 Insider Tips to Crushing It on Amazon: Melissa Burdick Danny Silverman ( ( Strategies, Tactics and Analytics to Unlock the Code

2 PacVue: Advertising Tech & Ecommerce Services Melissa Burdick, President TECHNOLOGY + SERVICES ADVERTISING PLATFORM ZhaoHui Tang, CEO CONSULTING & STRATEGY ADVISORY SERVICES - OUTSOURCED EOMMERCE

3 The Problem We Solve: Brands Do Not Have Direct Access to Amazon Product Listings, Search Algorithm, or Performance Data How Am I Performing? How Do I Improve? If you can answer these questions, you: have more leverage with Amazon are in control of your brand equity have insights into how to optimize the digital shelf and win more revenue

4 How We Solve It: SaaS with Services Daily/Weekly Sales & Share, Traffic & Conversion, Search Optimization, Digital Shelf 6Ps, Price / MAP Analytics Proprietary 6Ps ecommerce Intelligence framework further helps brands to optimize ecommerce strategy and execution Deepest ecommerce and Amazon expertise

5 Next Steps

6 Next Steps

7 The New Customer Journey Purchase Consideration Advocacy Awareness Loyalty

8 Amazon Omni-Channel Ecosystem

9 Building Blocks

10 Build Drive Earn Social Sharing Share Growth Search Rank Sales Opportunity Growth More Reviews BUILD EARN DRIVE Right Assortment Subscribe & Save In-Stock Availability Content SEO Enhanced Content Consumer Reviews AMG Media AMS Search Merchandising Promotions Source: Chris Perry & Sam Gagliardi

11 Build BUILD Right Assortment In-Stock Availability Content SEO Enhanced Content Consumer Reviews Source: Chris Perry & Sam Gagliardi

12 Having the right formats

13 The right formats for online Bundles cross category & brand Light Weight Dehydrated Packaging

14 Amazon is a price follower, not a leader Tip: Did you know: you can advertise ineligible in AAP CRaP: Can t Realize any Profit Pressure to lower costs to Amazon or provide additional funding Lots of stages and severity of CRaP ( i.e. pre-crap) 2020 $15.99 $9.97 CRaP status inhibits growth of your items Amazon philosophy CRaP is the vendor s problem Don t ignore CRaP Ineligible for Marketing & Promotions $5.99 SAVE $2.00 WITH COUPON $7.99

15 Amazon is a price follower, not a leader

16 Above the Fold = Search Relevance; Below the Fold = Conversion ABOVE THE FOLD BELOW THE FOLD ROLE: AMAZON COST: Search Relevance Free ROLE: Conversion AMAZON COST: Free Live Links

17 Banana Split of Content SEO 4. Product Description 3. Hidden Search Keywords Longer tail keywords mixed with persuasive reasons to buy Not customer facing (less restrictions); misspellings, remaining long tail keywords 2. Bullet Points 1. Title Longer tail relating to benefits, ingredients, nutritional value Immediately relevant keywords

18 The Importance of Mobile 1st Desktop Mobile Tablet Traffic 44% 46% 10% Purchases 61% 27% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop Smartphone Tablet Source: Adobe Digital Insights, 2017

19 SEO optimized content

20 Mining Data to Improve Content & SEO Relevance Organic Search How we are using data to inform product content: Cheese is a highly searched term in Amazon Grocery: #31 searched term -- > Recommendation: Include Cheese in the title Results for cheese cracker : Customers don t know how to spell Cheez It : Cheeze-Its ranks higher at #429 vs. Cheez It at # > Recommendation: Include misspellings in hidden search keywords & paid search bidding strategy (not customer facing)

21 New Premium Pages Pros Immersive & Interactive More space (7 vs. 5 modules) Full width imagery Hotspot & carousel modules Clickable Q&A Integrated video Comparison charts Cons Expensive Requires specialized images & video Less room for text Consider if: High consideration product / education High volume product Have assets

22 When Brands Matter Less, Ratings & Reviews Matter More Key Decision Factors: Star Rating # Reviews Selling Price Available Promotions Prime Eligible Position (1 st page) Badging (Amazon s Choice/Best Seller)

23 When Brands Matter Less, Ratings & Reviews Matter More

24 Drive BUILD DRIVE Right Assortment Subscribe & Save In-Stock Availability Content SEO Enhanced Content Consumer Reviews AMG Media AMS Search Merchandising Promotions Source: Chris Perry & Sam Gagliardi

25 3 Marketing Pillars Merchandising Flat Fee $ AMS Search Amazon Marketing Services Cost Per Click (CPC) $ AMG Media Amazon Media Group Cost Per Thousand (CPM) $ Sponsored Products Mobile Desktop Desktop Mobile Kindle Audience Fire TV Sampling Offers Headline Search Link In (Amazon Detail Page) Link Out (Brand Site) Product Display

26 Shifting $ to ROI Vehicles Merchandising AMG Media Search AAP

27 Promotions aren t enough to stand out especially during seasonal events Brands leveraged their own social media channels & Amazon marketing levers to promote their offers

28 Amazon the next QVC?

29 Traffic Driving Strategies Search (S S P A) + Display Self - Service Managed Cost per Click Cost per Impression

30 Assessment 1 Evaluate Competitive Landscape Do you own the category? Incumbent vs. Leader? Page Position/Rank? (1 st page) 2 3 Marketing Investment Goal KPIs to Measure Effectiveness Drive max ROI? Profitably acquire new customers? Gain market share? Maximize SOV on key terms? Primary metrics: RoAS, ACOS, Sales growth, DPV Secondary metrics: CPC, CTR, SOV, Sales Rank

31 With 55% of product searches starting on Amazon*, investing in paid search is essential Sponsored Products Headline Search Product Display Ad 1P & 3P 1P & 3P* 1P Only *Headline Search Ads just recently opened up to 3P = more competition *Source: Bloomreach

32 Product Display Ad Type Red Haired Step Child Leveraging Designer Protein s AMG Homepage lots of traffic Strong Call to Action Persuade to Convert?

33 Multi-level keyword strategy General search terms (i.e. Strong coffee, Halloween Candy ) Product-specific terms (i.e. capsules, coffee machines ) Competitor terms (i.e. Nespresso, Starbucks ) Core brand terms (i.e. Keurig ) Branded buy / coupon terms (i.e. Green Mountain Coffee coupon ) Unbranded searches = Drive education and awareness Competitor searches = Conquest mid/low-funnel consumers Branded searches = Capture targeted demand

34 AD PLATFORM Robust Reporting Campaign Creation Keywords Research Programmatic/Rules Based Bidding Competitive Intelligence Alerts Ecommerce/Amazon Specific Integrations Real Time Sales When Competitors go OOS

35 5 key display advertising platforms leverage mobile & AAP for entry Fire TV Kindle Desktop Mobile AAP (Owned & Operated) (App & WAP) (Audience Extension) $$ $$ $-$$$ $-$$ $

36 Factors that influence AMG effectiveness Tip: Track Meta-data at a campaign level many variables influence performance 1. a) Retail Readiness b) Proper setup for tracking 2. Targeting 3. Creative 4. Call To Action 5. Platform 6. Landing Page

37 How to Measure ecommmerce

38 Page Analytics to Consider: Above the Fold Is the image correct? How many images? Is there a video? Is it in stock? Who has the Buy Box? What s the price? Are there variations? Is it on Subscribe & Save? How many bullets? Is the product content correct? Is there a lower price? Who are the other sellers? What s their reputation?

39 Page Analytics to Consider: Shopper Generated Content How many questions and answers are there? What questions are shoppers asking? Are there keywords shoppers use? What are my Ratings & Reviews statistics? Are there keywords shoppers use?

40 Performance Analytics: Growth is great, but am I growing faster than the category?

41 How to Crush it on Amazon 1. Understand market & relative position & goals leader, new product launch, etc 2. SEO optimize search 3. Leverage effective and efficient marketing vehicles 4. Measure results & understand what works

42 Thank You! Melissa Burdick Danny Silverman