301: Advanced AMS Strategy & Analytics - 404 - … 301: Advanced AMS Strategy & Analytics Author Jonathan Laverentz Created Date 5/17/2017 7:32:10 PM

Amazon 301: Advanced AMS Strategy & Analytics

A Brand Strategy Webinar

Copyright 2017 ChannelAdvisor | Confidential

Tips for Attendees

▪ Today’s presentation will last about 20-30 minutes There’ll be time at the end for questions

▪ Have a question?Type it into the Chat With the Presenters box located on the left side of your ReadyTalk panel and hit SEND

▪ YesThis webinar is being recorded

2Copyright 2017 ChannelAdvisor | Confidential

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Today’s Presenters

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Jonathan Laverentz

Product Marketingfor Brand Solutions

ChannelAdvisor

Jason Smith

Client Strategy ManagerDigital MarketingChannelAdvisor



Amazon 101 & 201 Recap

Advanced Strategy and Analytics

The ChannelAdvisor Solution

Takeaways

Q&A

5

TODAYWE’RETALKING ABOUT


Digital Marketing on Amazon

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AMAZON 101 WEBINAR RECAP

3 Types of Ads

Protecting Your Brand

Non-Brand Traffic

Organizing Your Campaign

Optimization


Sponsored Products Overview

▪ Automatic or Manual (Keyword) Targeting

▪ Visible on Amazon Search and Product Pages

▪ Clicks sent to Product Page


Headline Search Ads Overview

▪ Combination graphic and text-based ad unit

▪ Visible on Amazon Search Pages

▪ Clicks sent to Category or Custom Landing Page


Product Display Ads Overview

▪ Product or Interest-based Targeting

▪ Visible on Amazon Product Detail Pages

▪ Clicks sent to Product Pages


Building a Non-Brand Campaign


What is “Non-Brand Traffic”?

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BRAND

GoPro

GoPro Camera

Buy GoPro Cameras

GoPro Hero5 Black

NON-BRAND

Wearable Camera

HiDef Camera

Garmin Camera

Pro Go Kart Driver


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How are people searching for my brand?

What are our high level product categories?

Which products are most popular?

Expand outside of Sponsored Products!

THINKABOUTTHIS



Building a Non-Brand Campaign | Campaign Settings

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• Use a [Brand]_[Product Category]

• Manual Targeting setting critical to ensure tight segmentation of Brand Traffic


Building a Non-Brand Campaign | Targeting

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• Target General Category Terms, Phrase & Exact Match Types

• Be strategic when adding ASINs

• Include relevant misspellings

• Align bids with campaign objectives


Organizing your Campaign Structure



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Consider leveraging different top line categories within your inventory

Leverage data from your brand strategy to focus on high-conversion products

Use competitor and product terms to acquire non-brand traffic

WHATTOTHINKABOUT


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Brand/NB Segmentation – Keep it Separate!

Don’t Forget Naming Conventions (include ‘non-brand’ in campaign name)

Use Consistent Delimiters

Avoid Dates in Naming

A COUPLEIMPORTANTSTEPS



Reporting Best Practices



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REPORTING BEST PRACTICES

Reporting is Painful

Pull Deep Reports and Archive Often

Leverage Naming Structure to Pivot Data

Analyze Advertised Products' Performance


AMS Strategy & Analytics


Amazon 301

Ad Type Performance

Keyword & Product Matching

Advanced Bidding Techniques

Advanced Reporting

Advanced Strategy


ADVANCED AMS STRATEGY & ANALYTICS

Amazon 301: Ad Type Performance

ChannelAdvisor AMS data collection has given us advanced insights into potential ROI for AMS ad types.


Amazon 301: Ad Type Performance

ChannelAdvisor AMS data collection has given us advanced insights into potential ROI for AMS ad types.

Sponsored Products – 7% aCos

Headline Search – 17% aCos

Product Display – 24% aCos


Amazon 301: Keyword & Product Matching

Always remember to match appropriate products to targeted keywords in your account.



Always remember to match appropriate products to targeted keywords in your account

Do not advertise a very niche product on a very broad keyword.



Always remember to match appropriate products to targeted keywords in your account

Do not advertise a very niche product on a very broad keyword

On longer tail keywords, focus on driving users to more specific products that match their search interest.


Amazon 301: Advanced Bidding Techniques | Goals

Before launching your campaigns, determine what your goals for the AMS programs to focus strategy

• Branding – Increase impressions and reach users searching for similar products

• Revenue – Consider having looser ACOS goals to drive higher top-line revenue

• ACOS – Focus bidding on top selling products and longer tail keywords to drive lower funnel conversions

STRATEGY

ACOS

REVENUE

BRANDING


Amazon 301: Advanced Bidding Techniques | Bid Calculation

• Evaluate performance and make data driven bidding decisions

• Consider using our Target Bid model to set bids

Keyword 1:20% x ($19,679.08 / 1,587) = $2.48

Keyword 2:20% x ($109.47 / 127) = $.17

Keyword 3:20% x ($63.6 / 50) = .2544

Target Bid = Target aCos x Revenue / Clicks


Amazon 301: Advanced Bidding Techniques | Freq. & Attribution

• Often, once campaigns are live, advertisers are anxious to make optimizations. Your budget should dictate how often bid optimzations are needed

• Adjusting bids before enough data is collected or too frequently can actually have a negative impact on your performance

• Make sure to allow a few days after clicks are occurring for revenue to be attributed in the campaigns from those clicks

<$10k Bimonthly

>$30k

Daily

$10k – $30k Weekly


Amazon 301: Advanced Reporting

ChannelAdvisor’s custom reporting gives you visibility into nuanced performancewithin the account. And helps you better understand the bidding optimizations that we are making.

Because of AMS’ developing interface, reporting is a strenuous task. If not done consistently it will result in lost performance metrics and less insightful optimizations.


CHANNELADVISORCUSTOMREPORTING

Amazon 301: Advanced Strategy | Competitor Brand Terms

• Once your primary campaigns are set up, consider going after competitor brand terms to reach your target audience and bring consumers to your page

• This strategy increases brand awareness within your vertical and also a great driver for new customers

• Constantly monitor your own brand’s search results to make sure your competitors do not own your brand space




Takeaways

Amazon 301: Takeaways


Paid Advertising is dominating the Amazon SRPTHETOPFIVE



Paid Advertising is dominating the Amazon SRP

You need to be there

THETOPFIVE





Don’t let competitors steal your customers!

THETOPFIVE






Be organized and build your campaigns for the future

THETOPFIVE






Be organized and build your campaigns for the future

Know your own goals and bid strategically

THETOPFIVE

Amazon 301: Next Steps


Keyword Management

Bid Management

Product Targeting

Budget Management

Campaign Management

WECANHELP

Questions?Type them into the Chat With the Presenters box located on the left side of your ReadyTalk panel and hit SEND


Thanks for Attending!

Phone866-264-8594 Emailinfo@channeladvisor.comWebwww.channeladvisor.comNewsletterwww.channeladvisor.com/newsletterBlogwww.channeladvisor.com/blogTwitter@ChannelAdvisor

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301: Advanced AMS Strategy & Analytics - 404 - … 301: Advanced AMS Strategy & Analytics Author Jonathan Laverentz Created Date 5/17/2017 7:32:10 PM